植入式广告对消费者购买行为影响研究-以oppo手机为例摘要随着时代的发展，以及互联网新媒体和数字电视的出现，使得消费者能够接触到多种类型的广告，传统广告的传播力与广告效果逐渐下降。植入式广告作为一种全新形式的隐形广告，广泛出现于电影、电视和网络视频等各类载体之中。植入式广告可以通过一种十分隐秘的方式，在潜移默化的过程中影响消费者对植入的商品或服务的看法，之后利用转变消费者对产品的看法来影响最终购买活动。但是因为此类广告形式出现的时间还不是很长，对此类植入式广告还没有开展深刻且完善的分析，此类广告对消费者购买活动的影响也不是很清晰。本文通过梳理国外学者对植入式广告的效果、消费者对产品的认知和植入式广告与对购买行为的影响等研究理论，形成一个理论框架，同时结合OPPO手机植入式广告对消费者购买行为影响的调查问卷，并在对调查问卷进行数据分析的基础上，对植入式广告的效果机制进行研究，从而为相关研究提供理论依据和参考。关键词：OPPO手机：植入式广告：消费者；购买行为Research on the impact of implantable advertising on consumer buying behavior--Take OPPO mobile phone as an exampleAbstractWith the development of the times and the emergence of new media and digital TV,consumers can get into many kinds of advertisements,and the transmission power andadvertising effect of traditional advertisements are decreasing.As a new form of invisibleadvertising,implantable advertising is widely used in various kinds of carriers such as film,television and network video.Product placement can affect consumers'attitude towardsimplanted products or services in a very secretive way,and then affect consumers'purchasebehavior by changing consumers'attitude towards products.However,due to the fact that thetime of product placement is not very long,there is not a comprehensive and in-depth researchon product placement,and the impact of product placement on consumer purchase behavior isnot very clear.By reviewing the foreign scholars on the Product placement effect,consumerawareness of the product and Product placement and the purchase behavior influence researchtheory,formed a theoretical framework,the questionnaire at the same time combined with theeffect of OPPO mobile phone Product placement on consumer behavior,and analyze the basicdata of questionnaire,research the effect mechanism of Product placement,so as to provide atheoretical basis and reference for related research.Keywords:OPPO mobile phone;Implantable Advertisement;Consumer;Purchase Behavior目录Abstract.....1绪论1.1研究背景…12研究目的与研究意义.…13研究方法与研究内容2文献综述…22.1广告营销的理论综述22.2植入式广告的概念323国外学者的植入式广告理论综述32.4国内植入式广告相关理论综述43OPPO手机植入式广告研究43.1研究内容与假设.…3.1.1有限注意力和广告时长…43.1.2ADA理论和广告创意3.13阈下知觉的刺激方式和广告表现效果3.2调查问卷的设计.633调查方法…3.4植入式广告与OPPO购买行为统计…63.4.】被试样本概况.63.4.2信效度分析73.4.3植入式广告的投放效果….83.4.4消费者对OPPO植入式广告时长和创意的看法与态度.…....................93.3.5OPP0植入式广告对消费者购买行为的影响.4解决OPPO手机植入式广告存在问题的对策.144.1提升广告创意…4.2合理安排植入式广告时长154.3增加植入式广告的表现手法5结语.16参考文献：17致谢.18附录-调查问卷