| The internet's fast development has already provided broad prospects for advertisement development. As a kind of new media form, internet advertisement has superiority which the traditional medias are unable to compare. But the internet advertisement avoiding phenomenon also seriously affects it's communication with audience. Understanding the factors which influence internet advertisement avoiding response and taking corresponding measures to solve these problems have become the urgent matters.This research begins with the current developing situation of internet advertisement, then it elicits the problem of internet advertisement avoiding phenomenon, the main keystone of the research. And then, it introduces the aims and contents of the research .And the next, we collect and review literatures related to traditional and internet advertisement avoiding responses, find out the limitation in current research, and the chance of this research. Then in consider of current research background in this specific field, we extracts the relations among these variables, and concludes the hypothesis model. And the next, through literature research, pre-survey, and formal survey by questioner, we acquire original data, analyze by statistic analyzing software Spss, and then we modify original hypothesis according to the analyzing results, and provide management suggestions. In the end, we talk about limitation in this research and the future research direction. |
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