Research On The Psychological Effect Of Mobile Advertising On The Online Travel Platform Based On Eye Movement Experiment

With the development of "Internet+" and Attention Economy, the apps of online tourism platform have been one of the important channels for tourists to search tour-ism information and make travel plans. In this process, because of the advantages in disposable income, leisure time, thirst for knowledge and usage of apps, college stu-dents have been the main users for apps of online tourism platforms. So how to un-derstand college students' psychological effects of tourism apps is regarded as one of the main scientific issues in the studies of tourism advertising and important actions to promote tourism marketing in the background of "Internet+". This study chooses tourism advertisements from apps of online tourism platforms, making the compo-nents of tourism advertisements (image, text and price) as the entry points, evaluating college students' psychological effects model and cognitive mechanism towards tour-ism advertisements from apps from the perspective of atten-tion-memory-attitude-conation. This study combines research techniques from empirical psychology, sociology,marketing and tourism to break the shackles that previous advertisers design their advertisements based on their fixed experience in creating online tourism advertisements,deepening the concept of "people oriented"and clarifying college students'mental rules in processing tourism advertisements from tourism apps. This paper also demonstrates theories of marketing and research methods of empirical psychology in the context of tourism, which provides theoretical and empirical implications for the optimization of tourism advertisements from tour-ism apps and marketing segments.This study has four main parts: the first part (Chapter 1 and Chapter 2) is the lit-erature review for research significance and theoretical foundation, which aimed to elaborate research background and significance, research objectives, research contents,research plans on the basis of previous studies from both demographic and foreign academic results. The second part (Chapter 3 and Chapter 4) presented empirical studies. Based on scientific design of eye tracking experiments and psychological ef-fects scale, this study conducted empirical studies with the data from eye tracking ex-periments and questionnaires. The third part (Chapter 5) is the mechanism studies,which attempted to examine the impact product involvement and usage experiences have on college students' psychological effects of tourism advertisements by under-standing the whole process of attention-memory--attitude--conation. The fourth part (Chapter 6) is the discussion and conclusion. This part tried to explain the re-search findings in this study and conclude theoretical and practical implications in this thesis. Limitations was illustrated in this part which will provide consistent studies in the near future.Based on the scheme of "theoretical analysis-empirical studies-mechanism explanation-practical implications",this thesis presented the following conclusions:(1) the tourism advertisements which contained text and price was the best stimuli to attract college students' attention-- text could stimulate college students' attention processing, image had adverse impact on college students' attention capture while there was no significant influence detected on price; (2)tourism advertisements with image, text and price had best recall results on college students and image is the best component in tourism advertisements to evoke college students' memory; (3) adver-tisements contained text had the best results on cultivating college students' positive attitude and inducing their click-through intention and purchase intention, while the impact price had is second only to text and image had the worst influence among these three components of tourism advertisements; (4) all of the three between-group factors (gender, product involvement and usage experience) had significant influence on college students' attention,memory,attitude and conation; (5) college students'attention had positive relationship with attitude and conation, while there was a gap between attention and memory, but memory was expected to have positive indirect influence on conation by attitude.This study has three main innovation: the first innovation is building a psycho-logical effect model of college students' towards tourism advertisements from tourism apps by employing the Hierarchy of Effect Model, which enriching theoretical studies in the context of tourism psychology; the second point is the technique innovation,achieved by utilizing the technique of eye-tracking experiments, providing good ex-amples of the applicability of empirical psychological methods in the context of tour-ism; the last innovation is the choice of research object in this thesis, making the ad-vertisements from apps of online tourism platforms, which has significant practical implications in the background of "Internet +".