The Student Online Advertising Evasive Reaction Empirical Study Of The Subjective Factors

With the popularity of the network and the prevalence of online advertising, many businesses hope advertising online, Network has become one of the mainstream media. However, Research reveals that, most people avoid the advertise online more or less,which may occur in contact with the audience and advertising in various stages.Internet advertising from rise to prosperity in the process, its various roles have considerable part of scholars, but most of them concentrated in the advertising communication principles, mechanisms and effects, and the research for internet advertising avoidance phenomenon is relatively less. This paper will take traditional factors of advertising avoidance phenomenon as a reference, then explore the domestic and foreign relevant research and finish the paper.This research mainly adopts hypothesis testing method. Through related theory, find the relationship of the variables, and constructing hypothesis model to verify the authenticity of assumptions. The selection of the study, we selected a representative group of consumers of college students. To make universal conclusions, we select a few of the cross-regional comprehensive university to take questionnaire study, and then draw a conclusion.This study finally illustrates the relationship between internet advertising avoidance response and its factors, also clarify the direct and indirect relationship among these factors. On the analysis of the involvement of avoidance response, we take the three latitude of the involvement as the independent variable, and analyze the impact of avoidance response to draw a conclusion.Avoidance response has been further theoretically, and also providing corresponding suggestions to advertising act, thus optimize network advertising environment, make the development of advertising in network media continuous improvement.