| With the continuous development of the internet, gaining information from internet has become popular and necessary among white-collar class. In recent years the automotive industry has make this as a target, the internet advertising has become to be the most important channel for the automotive industry to sale automotive products to white-collars, but there are few research regarding the relationship between internet advertising and white-collar automotive consuming behavior in China, so it is very important to search this relationship for Chinese people, and that’s exactly what this paper is about. This paper will both use the methods of theory research and empirical research to study this relationship, aiming at provide some useful suggestions for the automotive advertisement. This paper will do the white collar automotive consuming behavior research based on the internet advertising characteristics. After reading plenty of related references and materials, this paper deeply research several existing important models, and finally got the theory model of this research and hypothesis by the methods of inferring. This paper will divide the theory model into two parts to do the research:first part is the relationship between internet advertisement characteristics and the psychic reaction of white-collar class; second part is the relationship between the psychic reaction of white-collar class and their action intention.Under the influence of different internet advertisement characteristics, the white collar class may act different psychic reaction and action intention, and this paper will use empirical analysis to analyze the situations. The variable analyzed in this paper includes interactivity, vitality, forced-exposure, repeatability of the internet advertisement, the cognition, the attitude and the action intention. This research will set every variable as a dimensionality, indexing all the variable and set the questions for measuring the dimensionality by researching the scale which often used by the precursors. This paper uses the SPSS18.0software to measure the relationship of the variables by the methods of doing the descriptive statistical analysis, reliability&validity analysis, correlation analysis and regression analysis. With all the analysis and research above, this paper gets the final conclusion. |
