Empirical Study On The Effectiveness Of Online Advertising Based On The Consumer Factors

With its cross-time, low cost and interaction, the Internet is considered as the “forthmedia” after newspaper, radio and television. As the penetration of the Internet and boom ofelectronic business, the value of the online advertisement is gained more and more attentionin network marketing. The demands on advertisement from advertisers are continuallyimproved, and their advertising behavior is more rational, pursuing precision andeffectiveness maximization.Based on lots of literature about online advertisement effectiveness at home and abroad,this paper summarized the consumer factors including population characteristics, degree ofinternet usage, knowledge of products and products involvement and constructed therelationship between these factors and online advertisement effectiveness, in order to explorehow consumer are affected by advertisement and which factors may influence theadvertisement effect.This paper collected the data through questionnaires, which were designed on the basisof matured and widely cited problems. Then it used SPSS17.0to analyze the impact of theseconsumer factors on online advertisement effectiveness. Altogether five methods wereutilized in this empirical study, including descriptive statistics, reliability and validity,analysis of variance (one-way ANOVA), correlation and regression analysis. At last,conclusions and results were pointed out, which will give advertisers some suggestion.