邻居效应和网络广告点击:广告类型和广告受众的差异化研究  

Neighborhood Effect and Online Advertising Click:A Study on the Differentiation of Advertising Types and Advertising Audience

作　　者：黄敏学[1] 陈智勇 王殿文 Huang Minxue;Chen Zhiyong;Wang Dianwen

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]中国矿业大学,徐州221116

出　　处：《复印报刊资料（市场营销）》2022年第8期64-73,共10页

基　　金：国家自科基金重点项目“技术赋能的商务信息全景化管理与增强型决策的人机协同新范式”(项目批准号:72132008)。

摘　　要：网络广告发挥着越来越重要的作用。但是,以往研究更多是从广告自身视角出发,如网络广告的场景、内容、受众特征、不同投放渠道,以及如何针对网络广告进行个性化定制等。很少有学者分析网络广告的邻居效应,即网络广告的已点击者能提升周围消费者对于网络的点击。作者和国内某著名网络游戏公司合作,以公司自有的网络广告投放平台为基础,向广州市内的742928名曝光消费者(以每台设备为唯一识别码)为研究对象,投放两种不同类型的广告(信息型vs.情感型),探究不同的广告类型下,邻居效应对于不同类型的消费者(相关产品经验多vs.少)都能产生促进作用。借由两个实地实验,本文首先验证了邻居效应确实能够促进消费者对网络广告的点击。进一步,本文发现邻居效应对于情感型网络广告产生的作用更强。之后,作者也分析了消费者类型(相关产品经验多vs.少)的调节作用。具体来说,对于相关产品经验多的消费者,情感型广告的邻居效应能产生更大的影响;对于相关产品经验少的消费者,信息型广告的邻居效应能产生更大的影响。Recently,online advertisement plays more and more important role to leverage advertisement click.Previous works on online advertisements paid their attention on online advertisement type,advertisement channels,advertisement audience and advertisement customization,without considering the impact of neighborhood effect.That is,clicker of advertising could elevate the users'click around them.To answer these questions,we cooperate with a firm who launched many online games and deliver lots of advertisements about the games.Then,we deliver two type of advertisements on 742928 users and examine whether different type of advertisement(informational and emotional)produce varied impact on different type of users(high vs.low level of relative product experience).Via two field experiment,we first verify that neighborhood effect could elevate the click of advertisement.Moreover,we explore the moderating effect of users(relative product experience high vs.low).The results show that,informational advertisement could produce higher impact on users with low level of relative product information than ones with high level of relative product experience.While for emotional advertisement,users with high level of relative product experience are more likely to click tan ones with low level of relative product information.

关 键 词：网络广告 邻居效应 信息型广告vs.情感型广告 相关产品经验多vs.少 

分 类 号：F713.8[经济管理—广告]