The Research About The Relation Between Interactive Communication Of The Net Advertising And The Characteristics Of The Accepters

A growing number of business enterprises or companies have put enough emphasize on the net advertising in the network economy age. One of the basic characteristics of net advertising is interactive. It makes the two sides of the advertisement communicating directly in the right time. The interactive net advertising gave more opportunities and abilities to the accepters than the advertising in the traditional medium. Therefore, the attitude of the accepters of the net advertising would influence the result of the net advertising more. This is the basic argumentation for us to discuss the relation between interactive net advertising and the characteristics of the accpeters.In order to increase the effect of advertisement we need to understand the characteristics of the accepters.It is also very important when we planing the net advertising. Nowadays "Make accepters the center" and "4C" marketing principle have been accepted by the people, so its no doubt that we need to researh the characteristics of the network advertises from the point of accepters.This thesis is based on the theory of psychology and communication and combined the qualitative and quantitative research method together. At first it analyzed the interactive characteristic of the net advertising, then it expatiated the three links change from understandability, affectation and activity for the accepters to receive the imformation of the net advertising, and finally it researched the mental and behavior characteristics of the accpeters through the questionnaire investigation, control experiment etc. At the end of the article it pointed out some ideas from the designing and publication method of the net advertising and this will promote the development of the network advertise industry.