摘要�崳�
广告是商人、生产者和销售者用来吸引消费者购买产品的重要工具。本文以�崳�
长沙市（湖南）大学生为个案研宄对象，探讨网络广告对消费者行为的具体影响。�崳�
该研究中的数据、对消费者行为的观察和广告的收集均采用混合式研宄方法。我�崳�
们对661名学生实施了结构式访谈，对14名学生实施了深度访谈，还在该大学�崳�
实施了两次焦点小组研究．焦点小组讨论和案例研宄结果表明，如果广告中有喜�崳�
欢的名人或者是能给人留下深刻印象的故事情节会更加受到观众的青睐。根据本�崳�
研宄的研究结果，为了吸引更多观众的关注，建议广告不仅要简短、有说服力，�崳�
还要有令人惊叹的故事情节或者名人的加盟。�崳�
关键词：消费者行为，网络广告，混合方法研究�崳�
n�崳�
TABLE�燨F�燙ONTENTS�崳�
ABSTRACT�墸墶埃浚浚浚墸墸墸墸墸塈�崳�
ABSTRACT�營N�燙HINESE�墸墸墸墸墸墸燞�崳�
CHAPTER��1：�營NTRODUCTION�墸牐�1�崳�
1．1�燘ackground�爋f�爐he�燬tudy�墸墸墸墸�1�崳�
1．2�塕esearch�燩roblem．．�墸牐牐�．3�崳�
1．3�塕esearch�燨bjectives�墸牐�3�崳�
1．4�燬cope�爋f�爐fie�燬tudy．�墸墸墸墸墸墸墸�4�崳�
1．5�燨rganization�爋f�爐he�燬tudy．．�墸墸墸墸�4�崳�
CHAPTER��2：�燯TERATURE�燫EVIEW�墸墸牐墸牐墸墸墸墸�6�崳�
2．1�燭he�燙oncept�爋f�燨n－Line�燗dvertisement�墸墸墸墸�6�崳�
2．2�燭he�燙oncept�爋f�燙onsumer�燘ehaviour��9�崳�
2．3�塕eview�爋f�燛xisting�燣iterature��11�崳�
CHAPTER��3：�燤ETHODOLOGY�墸牐�25�崳�
3．1�塈ntroduction�墸牐�25�崳�
3．2�塕esearch�燚esign�墸墸墸墸墸墸墸墸墸墸�25�崳�
3．3�塕esearch�燞ypothesis�墸墸墸墸墸墸墸墸�25�崳�
3．4�塒opulation�爋f�爐he�燬tudy�墸牐�26�崳�
3．5�塓uestionnaire�墸牐牐牐�26�崳�
3．6�塂ata�燙ollection�墸墸墸牐�28�崳�
3．7�塚alidity�燼nd�燫eliability�墸牐�29�崳�
3．8�燛stimation�燭echniques��29�崳�
CHAPTER��4：�燫ESULTS�墸牐�31�崳�
4．1�塂escriptive�燗nalysis�墸墸墸�31�崳�
4．2�塈nferential�燗nalysis�墸牐�34�崳�
4．4�燜ocus�燝roup�燚iscussion�墸墸墸牐牐牐牐牐牐�．44�崳�
CHAPTER��5：�燬UMMARY，�燙ONCLUSION�燗ND�燫ECOMMENDATIONS46�崳�
5．1�塖ummary�墸墸墸牐牐牐牐牐�46�崳�
5．2�塁onclusion�墸牐牐牐牐牐�47�崳�
5．3�塕ecommendations�墸牐�49�崳�
5．4�塋imitations�爋f�燗e�燬tudy�墸牐牐牐�49�崳�
5．5�塅uture�燫esearch�墸墸墸牐牐牐牐牐�50�崳�
REFERENCES�墸牐�52�崳�
APPENDICES�墸墸墸牐�57�崳�
RESEARCH�燪UESTIONNAIRE．．．．．��58�崳�
DEDICATION�墸墸墸牐牐牐�62�崳�
ACKNOWLEDGEMENT�墸墸墸牐�63�崳�
The�燛ffectiveness�爋f�營nternet�燗dvertising�爋n�燙onsxuner�燘ehaviour：�燞ie�燙ase�燬tudy�燗nalysis�爋f�崳�
�塁ollege�燬tudents�爄n�燙hangsha�牐℉unan）�墸崳�
CHAPTER��1：�營NTRODUCTION�崳�
The�燾hapter�爋ne�爌rovides�爄ntroduction�爋f�爐he�爏tudy�燼nd�爈aid�爄ts�爁oundations．�營t�爁irst�崳�
presents�爐he�燽ackground�爋f�爐he�爏tudy．�營t�燼lso�爌rovides�爐he�爎esearch�爋bjectives�燼nd�爏cope�崳�
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