Network Ad Clicks Behavior Empirical Research And Online Advertising Strategy

Since the unique and changing world of network became a kind of effective mass media, advertisement which has been a traditional way of publicizing can be put into good use in an entirely new and colorful space. Besides bringing a new source of profits for advertisers, internet advertisement also provides for the vast webbrowers a new type of way to gain information or entertain. Clicking is the first gate towards the world of internet advertisement, however, recently, the number of web browsers who hold negative attitudes towards interent advertisement is increasing and some new developed softwares which are able to screen some internet advertisements are becoming more welcome to those people. In this case, internet advertisers must come up with ways to improve the click-through rate of their advertisements. Consequently, understanding the attitudes of web browsers towards internet advertisements and their way of dealing with them is becoming increasingly imperative.This paper, based on previous researches on attitudes and click-through behaviours of web browsers towards Internet advertisements, provides an integration of influential factors of Internet advertisement click-through behaviours, trying to find out the relations of those factors with attitudes and click-through behaviours of web browsers.Concretely speaking, this paper deals with the following three major problems:1 How the four major characteristics of Internet advertisement: interactivity, vividness, forced-exposure levels, repeat exposure levels influence the attitudes and click-through behaviours of webusers?2 How the four main objectives of web users: searching for information, online-shopping, entertainment and online-chatting exert influence on the attitudes and click-through behaviours of webusers and what are the real relations like?3 What is the role of an important variable in the field of internet advertisement—need for cognition between the characteristics of internet advertisement and attitudes of web browsers? It also carries out a classifying research on high need for cognition group and low need for cognition group respectively, drawing out differences and similarities between the two types of people on forming attitudes towards internent advertisement based on different characteristics of them.Based on former researches, with solving the above three problems as its goal, this paper puts forward relevant hypotheses and carries out surveys and investigations on nearly 400 web users in several provinces and cities nationwide. It then, based ondata processing with scientific statistical methods, tests the hypotheses as well as draws out some meaningful conclusions which approve or disapprove the results of former researches. Concerning the conclusions which are not verified by this research, the paper offers reasonble explanations with China as its special researching background. Based upon these conclusions, this paper also advances for Chinese internet advertisers some insights and suggestions which are valuable to refer, trying to provide a sound theoretical and practical foundation for further development of Chinese Internet advertisement.