A Research On College Students’ Consumption Behavior In Changsha Area Influenced By Online Video Patch Advertisement

As the network video industry development,the market influence of online video patch advertisement is growing larger.Compared with the traditional television advertisements,online video patch advertisements use more screens at one time to integrate-multiple markets,thus there has better pertinence,and more interactive features.Owe to not be subjected to the broad limit of state administration of radio and television,online video patch advertisement s is favored by more and more advertisers.Study the influence of network video posted advertising on consumer behavior will help advertisers of more targeted advertising.This thesis started from the definition of video patch advertisement and the concept of consumer behavior,which then was analyzed on the basis of structural theory and field practice theory of consumers’ behavior in the combination of individual,environment and advertising as a whole.Using the three hierarchy theory from L&S for reference,advertisements impact on college students’ consumption behavior could be divided into consumption cognition,consumption emotion and consumption behavior.This research was taken from two aspects,that is,the effect and the factors from online video patch advertisement on college students’ consumption behavior.On the basis of the questionnaire,the data collected was analyzed from description,principal component analysis and correlation by Excel and SPSS,Which thus put forward nine hypothesis about the AD itself affecting college students’ consumption behavior.Hypothesis testing results show that the advertis ements using familiar face to college students had significantly positively impact on college students’ consumption in cognitive.Advertisements with a unique selling point was significantly positively related to consumption emotions and behavior.In addition,a single AD collected was consistently 15 s,so there was no conclusions could be draw related to college students’ consumption behavior.This study for the network video patch advertisement explores the path to the influence of advertising on consumer behavior,and provides reference for large data analysis on online video patch advertisement.