文档介绍：华中科技大学
硕士学位论文
网络广告互动传播与受众接受关系研究
姓名:秦宇新
申请学位级别:硕士
专业:传播学
指导教师:舒咏平
20041015
摘要
在网络经济的今天网络广告已经被越来越多的企业或商家所重视网络广告
的根本特性之一是互动特性互动性使得传播者和接受者在广告信息流动过程中能
进行即时的直接的双向沟通与传统媒体广告相比较而言网络广告的互动传播
更多地增强了受众选择的机会与能力因此互联网广告受众对广告的态度就会更
多地影响网络广告的效果这是本文研究网络广告的互动传播与受众接受关系的最
主要的立论根据
广告效力的发挥来自对其目标受众的谙熟把握消费者的特性是整个广告过
程中最重要的课题在进行网络广告策划时同样要紧紧抓住这一核心问题而且随
着受众本位理念的深入人心营销 4C 潮流的出现从受众角度研究其对网络
广告的接受特点无疑成为了改进网络广告效果的必要手段因此本论文从网络广
告互动传播的特点出发来研究受众接受网络广告的心理与行为特点以期得出改
进网络广告效果的方法
论文以心理学传播学的基本理论为基础通过定性与定量研究相结合的方法
首先分析了网络广告互动传播的特性然后从受众态度变化的三个环节知晓意化
驱动来阐述了受众对网络广告信息的接受过程最后通过问卷调查控制实验等方
法对受众接受网络广告的心理与行为特点进行了研究并从网络广告设计制作与发
布方面提出了改进网络广告效果的若干策略对网络广告的发展和运作具有实际指
导意义.

关键词网络广告互动受众接受
I
Abstract
A growing number of business enterprises panies have put enough emphasize
on advertising in work economy age. One of the basic characteristics
advertising is interactive. It makes the two sides of the municating
directly in the right time. The advertising gave more opportunities and
abilities to the accepters than the advertising in the traditional , the
attitude of the accepters of advertising would influence the result of
advertising more. This is the basic argumentation for us to discuss the relation between
advertising and the characteristics of the accpeters.
In order to increase the effect of advertisement we need to understand the
characteristics of the is also very important when we planing
advertising. Nowadays “Make accepters the center” and “4C” marketing principle have
been accepted by the people, so its no doubt that we need to researh the characteristics of
work advertises from the point of accepters.
This thesis is based on the theory of psychology munication bined
the qualitative and quantitative research method together. At first it analyzed the
interactive characteristic of advertising, then it expatiated the three links change
from understandability, affectation and activity for the accepters to