| 李淳,李颖华,陶晋.基于消费心理的移动O2O广告设计探析[J].包装工程,2017,38(6):22-25. |
| 基于消费心理的移动O2O广告设计探析 |
| Mobile O2O Advertisement Design Based on Consumption Psychology |
| 投稿时间：2017-01-05 修订日期：2017-03-20 |
| DOI： |
| 中文关键词: 移动O2O广告 消费心理 广告设计 |
| 英文关键词: mobile O2O advertisement consumer psychology advertising design |
| 基金项目:国家社科基金后期资助项目“大数据时代的信息可视化与信息设计”（13FYS012）；北京市青年英才计划（YETP0372）；北京科技大学青年教学骨干人才项目（06200037） |
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| 中文摘要: |
| 目的 分析解构移动O2O广告对于消费者心理的满足原理，强调广告设计中理解消费心理的重要性。方法 将消费者心理和移动O2O广告设计作为研究对象，以消费者心理满足为出发点和视角，通过定性研究，分析消费心理现象与移动O2O广告之间相互作用和相互影响的关系。结论 从动机刺激、信息认知、学习过程和情感共鸣4个层面，指出移动O2O广告自身特点与消费心理的结合点，着重提出消费心理对移动O2O广告设计的启示，希望对以消费者心理为出发点的移动O2O广告设计形式的创新有借鉴意义。 |
| 英文摘要: |
| It aims to analyze the influences of mobile O2O advertisement on concerning consumer psychology to meet their demands, and emphasize the significance of understanding consumer psychology in advertising design process. Taking the consumer psychology and mobile O2O advertisement design as the research object, the consumer mental state as the starting point and perspectives, it analyzes the interactive role and influences relationship between consumer psychology and mobile O2O advertisement. From four levels of motivation stimulation, cognitive information, learning process and emotional resonance, it points out the combination between self characteristics and consumer psychology of mobile O2O advertisement, emphasizes the inspiration of consumer psychology for mobile O2O advertising design, hope mobile O2O advertising design form innovation based on consumer psychology with reference. |
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