国内图书分类号： 学校代码：10213
国际图书分类号： 密级：公开
管理学硕士学位论文
智能广告对消费者购买意愿影响研究
硕士研究生 ： 李亦欣
导师 ： 邹鹏教授
申请学位 ： 管理学硕士
学科 ： 工商管理
所 在 单 位 ： 经济与管理学院
答 辩 日 期 ： 2018年06月
授予学位单位 ： 哈尔滨工业大学
U.D.C:
Dissertation for the Master Degree in Management
THE RESEARCH OF
INTELLIGENT ADVERTISEMENT
RECOMMENDATION ON PURCHASE
INTENTION OF CONSUMERS
Candidate： Li Yixin
Supervisor： Prof. Zou Peng
Academic Degree Applied for： Master of Management
Speciality： Business Administration
Affiliation： School of Management
Date of Defence： June, 2018
Degree-Conferring-Institution： Harbin Institute of Technology
摘要
- I -
摘要
如今情况下，数字通讯与移动科技的迅速普及，使得当前广告市场获得巨
大改变。顾客更加看重个性、在意自我，顾客需求的特点展现出出分散化和多
样化。传统广告模式已经很难抓取和符合分散的顾客需求，而广告成本却在逐
逐渐上升。与此同时，消费者面临的问题也由原本的消息匮乏变成了消息过载，
让自己的商品广告从海量的广告中脱颖而出并被消费者接受是一件非常困难的
事情。因此，为了解决广告困境，顺应互联网发展的智能广告应运而生
本文基于这样的背景，观察消费者的心理变化因素，选调查这些因素与购
买意愿的内部作用机制。本文站在消费者的角度，分析智能广告的两个特点：
高匹配和互动参与，研究四种消费者内心的因素：歧视知觉度、隐私关注度、
品牌认知度、顾客感知价值度。本文运用社会认知理论和机器人信念等理论作
为基础，提出观点：智能广告的高匹配和互动性等特点对消费者购买意愿产生
影响。在此基础上，本文使用调查问卷模拟设计微信和其他互动平台的智能广
告环境并完成数据收集，使用统计软件SPSS20.0进行了描述性分析、相关性分
析及回归分析，对模型进行了假设
数据分析结果表明，智能广告的高匹配使得消费者的歧视知觉上升和隐私
关注度上升，从而导致购买意愿下降。而智能广告的高匹配提高了消费者的品
牌认知度和顾客感知价值，从而导致购买意愿上升。智能广告的互动性对消费
者购买意愿有正向作用。最后本文还在数据分析的结果基础上进行了讨论，并
结合现实情况对企业的智能广告提出了营销管理建议，对未来智能广告的正确
发展方向做出预测，起到一定现实启示意义
关键词：智能广告；高匹配；顾客参与度；购买意愿
Abstract
- II -
Abstract
Nowadays, with the rapid popularization of digital communication and mobile
technology, great changes have taken place in the current advertising market. People
pay more and more attention to themselves and emphasize individuality. The
demand of consumers shows diversification and decentralization. The traditional
advertising method has been difficult to catch and meet the needs of scattered
customers. Its role is gradually weakening with the change of consumer behavior
and psychology, and the cost of advertising is increasing year by year. At the same
time, consumers are faced with the original message scarcity has become a message
overload, so that its commercial advertising from the mass of advertising to stand
out and be accepted by the consumer is a very difficult thing. Therefore, in order to
solve the advertising dilemma, the intelligent advertisement which conforms to the
Internet development arises at the historic moment.
Based on this background, we observe the changing factors of consumers'
minds and select the internal mechanism of these factors and purchase intention.
From the perspective of consumers, this paper analyzes two characteristics of
intelligent advertising: high matching and interactive participation, and studies the
inner factors of four kinds of consumers: discrimination perception, privacy concern,
brand awareness, and customer perceived value. Based on the theory of social
cognition and the theory of robot belief, this paper points out that the characteristics
of the high matching and interaction of intelligent advertising have an impact on the
consumer's purchase intention. On this basis, this paper uses the questionnaire to
simulate and design the intelligent advertising environment of WeChat and other
interactive platforms and completes data collection. The statistical software
SPSS20.0 is used to carry out descriptive analysis, correlation analysis and
regression analysis, and the model is assumed.。