Research based on experimentation: the relationship between properties and effects of online advertising

摘要：

Because advertising psychology and network technology is not mature enough,The psychological impact of online advertising on consumers is difficult to directly measure,relevant research is relatively lack,the domestic research on online advertising still is at the stage of qualitative research. Therefore,the study of online advertising psychological impact on consumers is very necessary. In this study,properties and effects of online advertising was studied by experimentation ,And hypotheses proposed was tested by a series of data statistical analysis. Finally draw the following conclusions: the level of interactivity and liveliness of online advertising were positively related to consumer awareness,attitudes and behavioral intentions.

关键词： online advertising effects online advertising properties coerciveness

作者: Yan Mo Conghui Cui Xin Zhang

作者单位: School of Economics & Managemen,Zhejiang Sci-Tech University,HangZhou,310018,China

会议类型: 国际会议

会议名称: The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)

会议地点: 成都

会议语种:英文

页码: 237-242

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）