INFLUENCE OF SHANGHAI INTERACTIVE OUTDOOR ADVERTISING ON CONSUMER PSYCHOLOGY AND BEHAVIOR
DOI:
https://doi.org/10.31933/dijdbm.v3i6.1465Keywords:
Interaction, Outdoor Advertising, Consumer Psychology, Behavior, ShanghaiAbstract
This study explores the impact mechanism of interactive outdoor advertising on consumer psychology and behavior in Shanghai under the new media environment. In this study, qualitative research methods were used to observe and record the outdoor advertisements of Nanjing Road in Shanghai and the outdoor advertisements of Xujiahui subway station through field research. At the same time, the focus group interview method was used, and 4 groups were selected to conduct interviews with 10 people in each group. The interviewees are young people aged 18-35 who work and study in Shanghai. The research shows that the psychological motivation for consumers to participate in the interaction is that the interaction can satisfy their sense of association and presence, and the interaction affects the psychological effect and behavioral effect of advertising communication on consumers. The psychological level effect can arouse attention, generate interest, resonate and be satisfied to a certain extent. The behavioral level effect is reflected in the purchase behavior after being satisfied. This paper believes that in order to deepen the interaction with users, outdoor interactive advertising needs to strengthen creative design and use high-tech intelligent technology and create a scene-style media environment, so as to stimulate audience participation is the main method to improve the effect of advertising interactive communication.
References
Xie, X. (2021). Research on Outdoor Advertising Creativity and Communication Strategy Under the Background of 5G. Media and Communication Research, 2(1), 1-9.
Emerson, R. M., & Mayer, V. (2002). Contemporary field research: perspectives and formulations.
Qiu Dongming. (2019). Establishing an Intelligent Outdoor Advertising System and Reconstructing the Outdoor Advertising Ecosystem in Shanghai. Chinese Advertising, 5.
Peng Leilei. (2015). Interactive Outdoor Advertising Research (Doctoral dissertation, Xinjiang University).
Deng Shuming. (2021). Communication Research Methods and Paper Writing. Renmin University of China Press.
Xiong Xiao. (2017). Creative Research on Outdoor Interactive Advertising (Master's thesis, Jiangxi Normal University).
Yoo, S. C., Jeon, M., Truong, T. A., Kang, S. M., & Shin, I. (2021). “Tecoration” Using Digital Outdoor Advertising: A Case Study of the Three Leading Global Smart Cities. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(13), 6206-6216.
Wang Yaxiao, & Gu Yanhong. (2021). On the psychological mechanism of advertising in consumers. Marketing.
Xu Hong, & Zhou Panpan. (2015). Interactive Creativity of Outdoor Advertising in the New Media Era. Science and Technology Vision, (5), 131-132.
Gan, Z., & Tsai, S. B. (2021). Research on the Optimization Method of Visual Effect of Outdoor Interactive Advertising Assisted by New Media Technology and Big Data Analysis. Mathematical Problems in Engineering, 2021.
Downloads
Published
Issue
Section
License
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).
