网络视频植入广告形式对大学生消费行为的影响研究
——以苏州科技大学大学生消费者为例
摘  要
随着近几年来互联网的迅猛发展，网络视频成为大众娱乐消遣的主要娱乐方式，与此同时，网络视频植入广告也成为营销的主流方式且最受大学生欢迎的的方式之一。与传统电视广告相比，网络视频植入广告具有更好的针对性、广泛的传播性并且更容易让大学生消费者接受，影响并改变了大学生消费行为。
本文使用实证研究方法，使用相关性分析和回归分析来具体研究网络视频植入广告形式对大学生消费行为的影响。通过回顾总结学者对消费者行为和网络视频植入广告的概念和相关文献论述，本文将网络视频植入广告形式分为道具植入、台词植入、剧情植入和文化植入四个方面，将消费行为分为消费认知、消费意愿、购买行为和消费者满意度四个维度，在此基础上，提出本文五个具体的假设。通过电子问卷的形式，发放给200名苏州科技大学的学生获得数据，利用SPSS软件进行分析。最终验证假设得出结论，网络视频植入广告形式对大学
生消费行为有显著影响。基于如上研究结论，本文对如何利用网络视频植入广告影响大学生消费行为进行探讨，提出了一些问题和建议，希望能对网络视频植入广告影响消费者行为有借鉴意义。
 
关键词：植入广告；消费行为；购买行为；消费满意度
Research on the Influence of Internet Video Implantation Advertising Forms on College Students' Consumption Behavior
-Take the consumers of Suzhou University of Science and Technology as an example
Abstract
With the rapid development of the Internet in recent years, network video has become the main entertainment mode for mass entertainment. At the same time, network video embedded advertising has become the mainstream marketing mode and one of the most
popular ways for college students. Compared with the traditional TV advertisement, the network video implant advertisement has better pertinence, wider dissemination and easier acceptance by college students' consumers, which influences and changes college students' consumption behavior.
苏州科技大学怎么样
This paper uses empirical research methods, correlation analysis and regression analysis to specifically study the impact of online video embedded advertising on college students 'consumption behavior. By reviewing and summarizing the concept of consumer behavior and online video embedded advertising and related literature, this paper divides online video embedded advertising into four aspects: prop implanted, line implanted, plot implanted and cultural implanted. The consumption behavior is divided into four dimensions: consumption cognition, consumption intention, purchase behavior and consumer satisfaction. Based on this, five specific assumptions are put forward in this paper. In the form of an electronic questionnaire, data were distributed to 200 Suzhou University of Science and Technology students and analyzed using SPSS software. The final verification hypothesis concludes that the online video embedded advertising has a s
ignificant impact on college students 'consumption behavior. Based on the conclusion above, this paper discusses how to influence the consumer behavior of college students by using web video embedded advertising, puts forward some questions and suggestions, and hopes that it can be used for reference to influence consumer behavior.
Keywords  implant advertisement; consumer behavior; Purchase behavior; Consumer satisfaction