Research Of The Impact On Purchase Intention By Narrative Advertising

With the development of mobile Internet,the distance between users and users,users and enterprises,users and products and services has been shortened,and the interaction and communication have been more frequent.Advertising as an important source of income for Internet companies,but also with the development of technology and the times continue to emerge new forms and concepts.The research of traditional advertising studies mainly focuses on the display of products and services and the elaboration of information,and on how to influence consumers’attitudes and wishes after watching advertisements.Most of the research methods used are questionnaires and case studies.In the new Internet advertising,the Internet and new media technologies,along with creative storylines,fully mobilize the curiosity of the viewers of the advertisements,the consumers are attracted by the storylines,and have adequate bedding to appropriately promote advertising product information The impact of such story ads on the sensory experience,emotional experience,thought experience,behavioral experience,and contextual experience of consumer stories is quite different from traditional display advertising.Among them,the story narrative narrative,presentation,delivery of product information,etc.,are quite different from the traditional display ads.Based on this background,it is very valuable to start the research on the story advertisement.In the research methods,the use of eye movement experiment method to obtain consumer behavior data to analyze the eye movement,rather than the subjective factors of the strong survey data,and the story of advertising before the research there is a big difference.For the data indicators,we used five items of eye movement data such as the first fixation time,the attention period of interest area,the number of fixation points of interest area,the attention area of interest area and the length of search path to study the eye movement behavior and attention distribution of consumers.Finally,based on the model and the data,the data analysis and significance analysis are conducted to demonstrate the influence of the four variables proposed in the study on the effect of the story advertisement.In this paper,multivariate in-group test method is used to borrow the eye movement test equipment to verify the hypothesis from the perspective of the objective consumer behavior data,which enriches the related academic research of the story advertisement and provides advertising practitioners and marketers with Ad design,marketing strategy advice.