The Research On The Acceptance Of Product Placement By Players In Virtual Pet Community

In recent years, people spend more and more time on the Internet and gradually, advertisers put the media on the network. On the other hand, for people, resistance to the advertisements will also be growing. When people are exposed to advertisements that have been seen, they will change channels or turn their attention on other matters. Thus, product placement is more and more favored by advertisers.In 2006, product placement in virtual pet community is still in the infancy. But after four years of development, they are steady and healthy. Nowadays,"Make accepters the center"principle is accepted by people, so the research on the in-virtual pet community should be from the perspective of the players. It is the premise of accurate advertisements and it is significant.This paper says the concept and release forms of product placement and analyzes creative characteristics, production requirement and technical security of product placement in virtual pet community. In addition, the paper also analyzes the profits models and points of interest of advertisers and operators. Then, there is a research on receiving process of product placement, including information awareness, emotional experience, the formation of consumer motivation and buying behavior implementation. According to the theory of AIDMA, there is an empirical research.The researcher surveys basic situation, life style of players, attitude to advertisements and acceptance effects of advertisements in virtual pet community. The data results show that the players are young. Most players are professional staff and students. They like new things,have autonomy on the life and enjoy with friends. In virtual pet community, when the advertisements are related to pets, players are willing to click and browse the information, and some people try to buy.On the data of the empirical research, the researcher suggests some optimization strategies, such as specific saying strategy, incentive strategy, team-based strategy and district-run strategy.