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综合馆
网络视频广告侵扰影响因素研究
  • 摘要

    广告侵扰是受众对广告的一种感知.2002年Hairong Li、Edwards和Lee指出,当广告妨碍了消费者的持续认知过程时,消费者对广告的心理反应就是广告侵扰.可见,广告本身并不具有侵扰性,只有在它妨碍受众的媒体目标时才形成侵扰.而且,广告侵扰可能引发消极的情绪反应,如恼怒和消极的认知反应,如广告态度下降,并最终导致广告回避①.

  • 作者

    顾远萍 

  • 作者单位

    中国传媒大学广告学院

  • 刊期

    2015年10期 PKU CSSCI

参考文献
  • [1] Li, Hairong etc.Measuring the intrusiveness of advertisements:Scale development and validation, Journal of Advertising, Summer2002,31 (2),pp.37-47.. 2002
  • [2] Steven M.Edwards, Hairong Li, and Joo-Hyun Lee, Forced Exposure and Psychological Reactance:Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads, Journal of Advertising, Fall2002,31 (2), pp.83-95.. 2002
  • [3] Robert H.Ducoffe,How Consumers Assess the Value of Advertising,Journal of Current Issue and Research in Advertising,1995,17(1),pp.1-18.. 1995
  • [4] Liang Zeng, Robert W.Proctor etc.User-based assessment of website creativity:a review and appraisal, Behaviour & Information Technology,2012,31 (4),pp.383-400.. 2012
  • [5] Dildar Hussain, Hélène Lasage, Online Video Advertisement Avoidance:Can Interactivity Help? The Journal of Applied Business Research, January/February 2014, Volume 30, Number 1, pp.43-50.. 2014
  • [6] Max Pashkevich etc.Empowering Online Advertisements by Empowering Viewers with the Right to Choose The Relative Effectiveness of Skippable Video Advertisements on YouTube, Journal of Advertising Research,2012 (12), pp.451-457.. 2012
  • [7] Michael T.Elliott,Paul Surgi Speck,Consumer Perceptions of Advertising Clutter and Its impact across Various Media,Journal of Advertising Research, 1998, 1.2, pp.29-41.. 1998
  • [8] Steven Bellman etc.Get the Balance Right Commercial Loading in Online Video Programs,Journal of Advertising,2012,41 (2),pp.5-24.. 2012
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