Research On Online Advertising Behavior Mode And Effect Of Digital Goods Based On Big Data

With the continuous development of new information and communication technology,the online economy is also gradually changing,which promotes the digital economy to an unprecedented peak.More and more businesses want to grasp this wave.They are eager to understand the law of such a new type of advertising,so as to become the leader of the wave of the times.However,even if we have entered the era of big data,the data of online advertising is too cumbersome,and the relevant materials and theories are very scarce.In addition,many scholars are shackled by the traditional advertising communication concept,which makes it difficult to find effective methods to carry out experimental exploration.For such a new form of online advertising,whether consumers still abide by the concept and model of the traditional consumer model,and whether the publicity and distribution of digital goods still produce positive and effective effects,these problems have also become difficult problems that various scholars actively challenge and are eager to overcome.Starting from these difficulties,this study analyzes the evolution of the traditional consumer behavior model,makes reasonable experimental assumptions and conjectures,and uses reliable advertising exposure data to explore the sequence of each stage of consumers’ transformation of digital goods,so as to understand the impact of online advertising on digital goods.The author searched the advertising exposure information,crowd portrait information and mobile phone use behavior data of 281 app online advertisements,analyzed the data from the overall and individual perspectives,and explored the effect of advertising exposure and its impact on consumers’ cognition and experience stage.The experimental results show that for consumers,the effect triggered by digital advertising in the experience stage is stronger than that in the cognitive stage.At the same time,the advertising effect in the experience stage further triggers the advertising effect in the cognitive stage.For digital products,advertising exposure is effective in improving the transformation of related products.This effect is related to the scale of advertising exposure population and has nothing to do with the nature of digital products.This experiment empirically tests the stage order and behavior law of consumers’ specific behavior patterns under the background of digital goods,and expands the application scope and scene of the traditional consumer behavior model;It brings new methods for brand building and the measurement of the direct effect of online advertising;Provide more experimental references for advertisers;It provides management enlightenment for the practice of digital commodity advertising;It is a new exploration and breakthrough in the field of online advertising.