A Study Of Influencing Factors Of Perceived Interactivity Of Internet Advertisement Based On Consumer

The occurrence and development of internet has the important meanings in the human's history. Internet , as one kind of new media, has the advantages which the traditional medias have not. The most important feature of internet is interactivity. On the basis of interactivity , any kind of internet advertisement develops quickly. Such as rich media advertisement , the little virus films and the advertisement in games. Special cybers and districts appeal consumers who have the same interesting, hobbies, consumer habbits and life style.In internet, consumers have more opportunities.So the research on interactivity of internet advertisement has important meanings. The research will make internet advertisement more precise. And the advertisement will have higher effective expose frequencies. And the consumers can also easily find the modities and service wanted.Many scholars both in China and abroad have done a lot of research on perceived interactivity's influencing factors .And many scholars have their own opinions , analysed the possible factors which have influence on perceived interactivity .This author think :although many scholars in China and abroad have made research on perceived interactivity's influencing factors from theoretical and factual perspectives, and have researched the relations of the influencing factors and perceived interactivity.But the research not give a systematic and complete analysis and research .Furthermore , with the development of internet and the related science and technology,the influencing factors will have some changes , so companies rely on the inclusions hard to guide the companies's activities of market and advertisement.This paper reviews in detail the studies both in China and abroad concerning the concept of interactivity and perceived interactivity, the author makes a localized study on the influencing factors of perceived interactivity , using theoretical and empirical research On the basis of many scholars' research on the influencing factors of perceived interactivity ,the author firstly analyse the influencing factors of perceived interactivity systematicly and completely. The research deepens and extends the research on interactivity. The research on the influencing factors of perceived interactivity enrich the research field of internet advertisement. The research , in practice ,enterprises can understand better consumers' behavior of perceived interactivity. The research can give enterprises and advertisers some advices on internet marketing and internet advertisement. By theoretical analysis and empirical research on the influencing factors of perceived interactivity, the author intents to start further discussion and promote the localized research on interactivity.