摘 要

在国家政策扶持和互联网技术进步的推动下，互联网平台发展迅速。互联网平台发展的核心是网络效应，网络效应的核心则是用户数量的增长。但是随着新增互联网用户数量逐渐接近人口上限，互联网平台提升用户数量所消耗的成本日渐上升，因此平台企业亟需打造独特的品牌形象，帮助平台获取用户，提升市场占有率，同时打造竞争壁垒。目前很多互联网平台企业选择投放户外广告打造企业品牌形象，但是由于广告效果的滞后性等问题，导致企业在评估户外广告投放效果时遇到了困境。

此次研究针对Z互联网平台的户外广告投放案例，基于精细加工可能性模型中的相关因素设计调研问卷，对实地调研收集的样本数据进行分析，发掘影响户外广告发布效果的相关因素，结合企业案例目标，评估广告投放效果的好坏，同时借助数据分析得出的结论，给企业在户外广告投放时提供一些参考建议。第一步，通过文献研究对案例中涉及的互联网平台、户外广告、广告效果进行阐释。同时选择适合解释户外广告效果的理论模型——精细加工可能性模型（ELM），并对影响ELM模型中中枢路径和边缘路径选择的具体因素进行梳理；第二步，对案例涉及的企业背景、投放目标、投放时间、户外广告形式、广告发布位置、广告画面进行说明，并结合ELM模型加以分析；第三步，设计调研问卷，问卷使用ELM模型路径影响相关因素的经典量表，组成精细加工可能性模型路径影响因素问卷和广告效果问卷，同时结合企业户外广告投放的目标人群特征，设计人群特征调研问卷；第四步，委托第三方调研机构在户外广告发布位置实地进行问卷调研。第五步，整理样本数据，进行信度和效度分析，以保证数据可以进行进一步的处理，对问卷收集的人群特征、路径影响因素和广告效果数据进行方差分析，发掘影响户外广告投放效果的相关因素。

通过对问卷数据进行分析，发现案例整体受众人群符合企业投放目标；户外广告投放效果良好，对平台用户的增长有一定的作用；多数样本人群是通过中枢路径对案例广告信息进行加工；性别因素对于户外广告效果影响显著，但对信息处理路径选择的影响不显著；收入因素对样本人群处理信息的路径选择和广告效果方面均有显著的影响；样本中男性高收入人群通过中枢路径进行广告信息处理，女性低收入人群通过边缘路径对广告信息进行处理。结合实际案例情况，建议企业在进行户外广告投放的时候，结合社会实时热点可以获得更好的广告效果；特别是当广告投放目标人群是低收入女性的时候，目标人群通过边缘路径进行广告信息的加工，需要加强广告画面中的广告信息外围特征的投入。

ABSTRACT

In the support of national policy and the development of Internet technology, Internet platforms have developed rapidly. The major reason of the development of Internet platforms is the Network Effect, and the essential of the network effect is the growth of the platform users. However, as the popularity of the Internet gradually approaches the upper limit, the cost of internet platforms to obtain users is getting higher and higher, so platform enterprises need to establish unique platform brand image, acquire users, improve market share, and create competitive barriers. At present, many Internet platform enterprises choose to launch outdoor advertising to build brand image. However, as the hysteresis of advertising effects, it is a predicament for advertisers to evaluate the effectiveness of outdoor advertising.

In this study, based on the case of outdoor advertising of the Z Internet platform, the questionnaire is designed based on the Elaboration Likelihood Model (ELM), and analyze the collected sample data through questionnaire survey, explore the factors of advertising effectiveness. Combined with the enterprise case objectives, evaluate the advertising effect, and provide some reference suggestions for enterprises with the help of data analysis. The first step is to explain the Internet Platform, Outdoor Advertising, and Advertising Effectiveness through literature research. Using theoretical model ELM to explain the effectiveness of outdoor advertising, and the influencing factors of central route and peripheral route selection. The second step, the case description, combined with the relevant content in the literature, explains the enterprise history, project target, launching time and location, outdoor advertising form, and advertising picture involved in the case. The third step is to design a questionnaire, using the classic scale related to ELM theory, composing two questionnaires for the route selection influencing factors and advertising effectiveness, and designing a population characteristics survey questionnaire in combination with the advertising target of the enterprise. In the fourth step, commission a third-party research agency to distribute questionnaires and collect data at the advertising location. Finally, organize the sample data to ensure that the data can be analyzed, and analyze with demographics, path influencing factors, and ad performance data by ANOVA to seek the factors of outdoor advertising effectiveness in the case.

Through the analysis of sample data, all the populations covered by the ad of the case is accord with the target of the enterprise; the outdoor advertising effectiveness is good, which has a certain effect on the growth of platform users; most of the sample population processes the advertising information through the central route; the gender factor show significant impact on the advertising effect, but it is not significant on the selection of information processing route; Income factors have a significant impact on the selection of the route of processing information and the effectiveness of advertising in the sample. In the sample, the male high-income group processed advertising information through the central route, and the female low-income group processed the advertising information through the peripheral route. Combined with the case, it is recommended that when enterprises launch outdoor advertising, in order to pursue better advertising effects, they should pay more attention on the background of social hot spots, especially when the advertising target demographics is low-income women, the target group processes advertising information through peripheral route, and it is necessary to strengthen the peripheral characteristics of advertising information in the advertising picture.