题目：互联网广告对消费者购买行为的影响
摘要：本研究旨在探讨互联网广告对消费者购买行为的影响。首先，通过对国内外研究现状的梳理，发现互联网广告在信息传播、个性化推荐和精准营销等方面具有显著的优势，但同时也存在虚假宣传、隐私泄露等问题。其次，通过分析互联网广告对消费者购买行为的现状，揭示了信息过载、干扰效应、误导消费等负面影响。然后，从正面影响的角度，探讨了互联网广告如何提供便利的购物体验、实现个性化推荐和精准营销以及促进品牌知名度和销售增长。最后，针对互联网广告存在的问题，提出了政府监管和管理对策以及企业自律和社会责任对策。
关键词：互联网广告，消费者购买行为，信息过载
Abstract:The purpose of this study is to explore the influence of Internet advertising on consumer purchasing behavior. First of all, through combing the research status at home and abroad, it is found that Internet advertising has significant advantages in information dissemination, personalized recommendation and precision marketing, but it also has problems such as false publicity and privacy disclosure. Secondly, by analyzing the current situation of Internet advertising on consumer purchasing behavior, it reveals the negative effects of information overload, interference effect and misleading consumption. Then, from the perspective of positive impact, it discusses how Internet advertising can provide convenient shopping experience, realize personalized recommendation and precision marketing, and promote brand awareness and sales growth. Finally, in view of the problems existing in Internet advertising, it puts forward the countermeasures of government supervision and management as well as the countermeasures of enterprise self-discipline and social responsibility.
Key words：Internet advertising, consumer buying behavior, information overload
目录
题目：互联网广告对消费者购买行为的影响 1
摘要： 1
1 绪论 2
1.1研究背景和目的 2
1.2国内外研究现状 2
1.3研究内容与方法 2
2.理论基础 3
2.1互联网广告的定义和特点 3
2.2互联网广告对消费者购买行为的影响机制 3
2.3互联网广告的发展现状和趋势 4
3.互联网广告对消费者购买行为的现状分析 4
3.1互联网广告对消费者购买行为的影响 4
3.2互联网广告对消费者购买行为的干扰 4
3.3互联网广告对消费者购买行为的监管 5
4.互联网广告对消费者购买行为的负面影响 5
4.1.信息过载和干扰效应 5
4.2虚假宣传和误导消费 5
4.3隐私泄露和个人信息安全问题 6
5.互联网广告对消费者购买行为的正面影响 6
5.1提供便利和快捷的购物体验 6
5.2个性化推荐和精准营销的效果评估 6
5.3增加品牌知名度和促进销售增长的作用分析 7
6.互联网广告对消费者购买行为的对策 7
6.1政府监管和管理对策 7
6.2企业自律和社会责任对策 8
结论 8
参考文献 9
致谢 9
