Research On The Impact Of Emotional Adaptation And Product Involvement On Online Video Advertising Effectiveness

In the information age,everyone is exposed to a large number of advertisements.Advertising plays an important role in people's daily life.It is an effective means of publicity and promotion.There are many factors affecting the effect of advertising communication,one of them,effectiveness of emotional adaptation between video and advertising and involvement need further study.Based on this background,this paper combines the eye movement technology and the questionnaire survey to carry out an empirical study,in order to explore the different effects of the emotional adaptation and product involvement on the advertising effect.Based on the research results of advertising effectiveness measurement and influencing factors,this paper analyses difference of users' attention as a result of different emotional adaptation and involvement.In addition,this paper carried out an empirical analysis,and choosed fixation duration and visit duration as eye-tracking indicators.Moreover,this study used questionnaire to measure advertising attitude.Results show: product involvement can indirectly promote users' advertising attitude by affecting consumers' attention,and positively affects the effect of advertising.Emotional adaptation between media and advertising can positively regulate the effect of attention level on advertising emotional attitude.Finally,based on data analysis results,this research put forward suggestions for decision-making in video advertising.First of all,in order to improve the efficiency of network advertising information dissemination,advertisers should choose video associated with the product when they put in advertising.Secondly,in order to accurately grasp the user's emotion and cognitive attitude to advertising,advertisers should promote the appeal of the advertisement,make the content and form of the advertisement more interesting,design a fascinating advertisement and arrange the appropriate advertising time and so on.This paper enriches the research of online video advertising effect,provides data reference for subsequent related research,and provides suggestions for putting online video advertising strategies.