网络广告受众行为研究

On the Receivers' Behavior of Internet Advertising

构建一个网络广告受众行为结构模式,把受众在网上流的经历转化成由受众技能的高低、集中注意的程度和网络环境提出挑战的大小三个变量来直接决定的函数,并且受交互速度的快慢和对媒体环境的感知两个条件的约束,通过一个网络广告受众行为过程模型研究受众接触广告的动机、网上持续时间、交互性、态度和购买动机之间的关系,然后对网络广告效果测评作出简要评价。

By analyzing some receivers＇ behaviors of intemet advertising, the paper constructs a behavioral structure model based on the flow structure. Receivers＇ online flow experience is a function determined by receivers＇skill, attentiveness and eyber environmental challenge, restricted to interactive speed and perception of media environment. It studies the relationship among motivation of using internet, online durational time, interactivity, attitudes and purchase intentions. The paper also examines the actual effects of internet advertising.