Research On The Ad Audience's Behavior In The Environment Of The New Ad Media

The network, mobile media and the building video media ,as the two representatives of the new ad media ,have changed the media audience 's behavior in the traditional environment. The audience in different media environments shows a series of different behavior. This thesis , theoretically on the idea of the media environment and from the perspective of"media environment",tries to study the audience 's behavior in the environment of the new ad media ,explaining the influence of the new media environment on choosing behavior and consuming behavior of audiences. At the beginning of this thesis, it analyses the new advertising media environment ,then it studys the audience 's behavior in the environment of"symbolic environment","environmental awareness","social environment" on its basis. Finally, this thesis interprets the consumer's purchasing behavior.