The Relationship Between The Characteristics And The Effects Of The Internet Advertising

The effect of the advertising is the key factor that measures whether the advertising is successful or not. With the development of the internet, the market scale of the internet advertising becomes bigger and bigger, and the enterprises put much money into publicizing the internet media, which is the most concerned problem of the advertisers, who urgently want to acquire the guidance about how to make and release effective internet advertising. On account of the internet media advertising, this article aimed to explore the relationship between the characteristics and the effects of the internet advertising.On the basis of reading many researches both at home and abroad, we built the research model, proposed the hypotheses and used experiment as well as statistic analysis to discuss the relationship between the characteristics and the effects of the internet advertising.We first invited some experts to measure the characteristics of the internet advertising, and then did the experiment to collect the data of people's attitude and behavior towards the internet advertising, and build the research model of the variables. As for the questionnaires and data, we used SPSS 17.0 to do Exploratory Factor Analysis, Reliability and Validity Tests, Correlation Analysis and Regression Analysis, as well as Independent-Sample T Tests to test and verify a series of relevant conclusions, some of which were verified true while some were false during our research. At last we drew some conclusions as follows:First, the interactivity of the internet advertising has a positive relationship with the awareness, attitude and the behavior intention of consumers;Second, the vividness of the internet advertising has a positive relationship with the awareness, attitude and the behavior intention of consumers;Third, the compulsory appearance of the internet advertising has a significant effect on the effectiveness of the internet advertising;Forth, when the consumers have the experience of on-line shopping, they usually have a positive behavior intention towards the products of the internet advertising.According to our research, this article gives some advice about how to improve the effect of the internet advertising: First, increase the interaction and the vividness level of the internet advertising from different aspects; second, take measures to control the compulsory appearance of the internet advertising according to the objective of the advertising.