Psychological Effects Of Online Advertising-from The Aspect Of Attitude

With the spreading and development of internet, internet advertising has becomeone of the most important ad formats. Internet ads will reach consumer’s cognitionfirst, and then change their attitude, eventually lead to purchase behavior. We madethree research to investigate how the different motivation, ad format, productinvolvement, advertising appeal affect the implicit attitude and explicit attitude ofinternet advertising, and simple analysis about how the psychological effect ofinternet ads in attitude transfer to behavior. After statistical analysis, we can drawsome main conclusions as follow:(1)The ad format, product involvement, advertising appeal of internet ads all hassignificant influence of implicit attitude; motivation has no influence on implicitattitude. Pop-up ads has positive implicit attitude than banners, product involvementand advertising appeal have interaction.(2) The ad format, advertising appeal, motivation all has significant influence ofexplicit attitude; product involvement has no influence on explicit attitude. Pop-upads has positive explicit attitude than banners, emotion advertising has positiveexplicit attitude than cognition advertising, and people with conflict motivation hasthe most negative explicit attitude.(3)Both the explicit and implicit attitude has significant regression to purchaseintention. The degree of predictor is adjusted with product involvement.(4)Purchase intention is not same with purchase behavior, there still other factorsinfluence this process.