Study On The Acceptable Behavior Of New Media Advertising Communication

Ads have been in the criticism since ads appeared, but we have to admit that the ads brought the convenience for our life. With the development of the economic, the kinds of ads are increasing.New media advertising is adding new color to advertising.With its interactive huge integrated and powerful real-time characteristics it is changing the accepting behavior of the audience, the consumers are no longer in a passive position, consumers can take the initiative to search the required information.This thesis are about new media advertising and new media advertising communication which consumers’acceptance behavior. In this paper, in a combination of quantitative and qualitative research methods, new media advertising is defined,what’s more,we build new media advertising accepting behavioral theoretical model, and we carried out empirical research about the theoretical model.The thesis is divided into four parts, the literature review section, theoretical research model, empirical research, summary and outlook. Literature review section include literature about new media, new media advertising and user’s acceptance behavior; The part of theoretical model include the definition and classification of the new media advertising, we also build the new media advertising acceptance behavior model; The part of empirical research including study design, questionnaire survey and analysis of the survey results; The last part is summary and outlook, including the overall summary of the new media advertising and the outlook of the future study about new media advertising.