综艺节目植入式广告对大学生消费行为影响的研究——以《向往的生活》为例【摘要】随着综艺节目的快速发展，植入式广告也呈现出井喷式增长的趋势。大学生作为网络的主力军以及综艺节目的爱好者，也成为了综艺节目中植入式广告的重要受众群体。如果能把握大学生市场，使他们关注到综艺节目中的植入式广告并产生购买的动机，就能潜移默化地引起消费行为的产生。这对植入式广告以及企业的发展都将带来重要意义。本文以《向往的生活》这档综艺节目为例，通过问卷调查的方法收集一手数据，调查大学生对综艺节目植入式广告的态度及接受意愿来研究植入式广告对大学生消费行为的影响，并在最后为综艺节目植入式广告提出相应的建议。【关键词】综艺节目；植入式广告；大学生 ；消费行为Research on the influence of variety show product placement on college students' consumption behavior——Taking the "Yearning Life" as an example[Abstract] With the rapid development of variety shows, product placement also presents a blowout growth trend. As the main force of the Internet and fans of variety shows, college students have also become an important audience for product placement in variety shows. If we can grasp the market of college students, make them pay attention to the product placement in variety shows and have the motivation to buy, it can subtly cause the generation of consumer behavior. This will have important implications for product placement and the development of the business. Taking the variety show "yearning life" as an example, this paper collects first-hand data by means of questionnaire survey to investigate college students' attitudes and willingness to accept product placement on variety shows to study the impact of product placement on college students' consumption behavior, and puts forward corresponding Suggestions at the end. [Keywords] variety show；Product placement；College students；Consumer behavior目 录1 前言...............................
