A Study Of The Domestic Target Cons Tunrers’ Attitudes And Influencing Factors On Online Video Advertising

With the rapid development of China’s Internet industry, the gradualimprovement of the P2P video, the online video has been developed into an importantmedium pipeline for people to obtain information. For advertisement delivery,network video advertising with rapid development has become a new media carrier,and the continued growth of the online video users promotes a rapid expansion of theonline video advertising market.The knowledge of the demostic target cousmers’attitudes towards online video advertising and the creation of online video advertisingthat meets the target consumers’ needs can broden the field of online videoadvertising at the theoretical level, help companies to select a valid means ofcommunication at the practical level, and improve advertising effectiveness of onlinevideo advertising.In the study, the target consumers’ attitudes towards online video advertising,which included the degrees of contact, recognition and trust, and whether they wererelated to gender, age, education level, and monthly income, were researched by anempirical survey. The following conclusions:1. The target consumers tend to sometimes contact online video advertising.There are significant differences in the degree of contact for gender, age, educationlevel, and monthly income.2. The majority of the target consumers believe online video advertising. Thereare significant differences in the degree of trust for gender, age, education level, andmonthly income. The target consumers tend to possess an unsure attitude towards thecorrelation degree between online video advertising and products. There aresignificant differences in the correlation degree between online video advertising andproducts for different genders, ages, educational levels, and monthly income.3. The target consumers maintain a neutral attitude towards the emotions ofonline video advertising. There are significant differences in the degree of contact forgender, education level, and monthly income, but not for age.4. The targe consumers think that it is most suitable for online video advertisingto provide the advertising contents of new products and service information. Brandsleave the deepest impression for them. The most popular online video advertisingtheme is the passing fashion. The most suitable type of advertising is a digital electronic product. The most suitable time is10seconds long with the use ofemotional appeals. The most popular form is to hold the player around thebackground of advertising. The most recognized online video advertising ischaracterized by new forms including simple and practical styles of advertisingperformance with the sensory impact.5. The target consumers tend not to purchase products after wathing online videoadvertising. The purchase tendencies for the target consumers of different genders,ages, education levels, and monthly incomes exit in very significant differences.