| In the background of information society and network consumption, the rapid development of network media and its application is becoming more and more popular, Advertising has become an important means of economic development, as the times required,the network advertisement also emerge to a new force in the advertising industry. To a certain extent, it has affected the majority of consumer psychology and consumer behavior. In the sports domain, with the development of sports consumption industry, the corresponding sports website become the dissemination of sports related consumption of new goods and services information. The sports website has certain particularity and specialty, its rich sports consumption information can attract the attention of many sports fans and lay the solid foundation for the customers, because of easy to use, informative and high profile, the comprehensive sports sites, such as the "sina sports storm","sohu sports" and "netease sports" sites, attract the most sports lovers and many advertisers. Professional sports college students as a specific consumer group pay more attention to sports web site information than non-professional sports college students, when browsing comprehensive sports web site information, a variety of network advertisements along with the site is how to influence their purchase intention, it is an important issues that sport researchers and education workers should explore.In this study, I use video record the advertisements on the home of the three major domestic comprehensive sports website (sina sports storm, Sohu sports and NetEase sports), sort and analysis the date, at last I summarize the main types and forms, including the type of activity and the way of appeal about the three comprehensive sports website advertising. On the basis of the above results and according to the types of network advertisement,I choose the appropriate advertising video and make them nine groups advertising video by using video software. By watching the commodity advertisement video and the questionnaire survey, we can know influence of advertising forms, activities type and appeals on the professional sports college students’purchase intentions, and the purchase intention of each type, so as to provide suggestions about the advertising network commodity consumption of college students, and provide advertising design suggestions and strategies for relevant advertising the designer, the advertisers and the sports website.Through the analysis of the basic situation about the comprehensive sports website advertising and the test results, we draw the following conclusions:1. The advertising on the three big comprehensive sports site are not the same, but the shopping website advertising occupy larger proportion, automobile advertising holds a large proportion of the "sina sports storm" and "Sohu" web site, it also plays a certain the proportion of sites in the "netease sports"; types of advertising occupy larger proportion are automobile advertising, drinks, footwear and mobile phone advertising.2. Form the three comprehensive sports website advertising, the banner ads and button ads accounting for a larger proportion, and poetic couplet type, location, full screen and picture in picture are few. Visibly kwon, the banner and button type advertisement are the advertisers and sports website’s favor.3."Sina sports storm" and "Sohu" advertising campaign type is tend to dynamic, and "NetEase sports" is static, but on the whole, dynamic advertising accounted for comparative advantage in the three comprehensive sports web ads.4. Three comprehensive sports website advertising appeals were dominated by the emotional appeal, so, we can know that advertisers and advertising designer visibly tend to be more dynamic advertising.5. No significant difference purchase intention existed in the advertisement form, the type of activity and the appeal, but in the three factors, appeal is slightly higher than the other two factors, type of activity is slightly higher than the manifestation, that is, professional sports college students pay more attention to the relevant information of commodity in the advertisement, reflect the sports specialized university student has the characteristics of rational in commercial advertising.6. There’s no significant difference in comprehensive sports website commodity advertisement form, the type of activity and demand way purchase intention influence on professional sports college students of different gender, but boys than girls more vulnerable to the effects of three factors. 7. The impacts of advertisement form, the type of activity and the appeal on the students are not significant difference in, but to a certain extent with the higher grade, the influence lower.8. There is a significant difference between the purchase intention of the commodity advertisement. Generally, in a comprehensive sports website they have nine kinds of commercial advertising, college students majoring in Physical Education purchase intention degree from high to low:footwear, life category, automobile, beverage, clothing, mobile phone communications, shopping website, cosmetics and network game.9. Different gender of college students majoring in Physical Education has significant differences on the comprehensive sports website advertising purchase intention, The boys than girls can illustrate that the sports website advertisement of goods basically accord with the sex ratio of the customers and fulfill the impact of commercial advertising.10. There is a gender difference in vehicle, footwear, apparel, network game product purchase intention; in addition to the girls’purchase intention in the cosmetics products is higher than boys, the other types are boys scored higher than girls.11. College students majoring in Physical Education of different grades do not have significant difference between comprehensive sports websites advertising purchase intentions, but the higher grade, the lower intentions.12. The commodity purchase intentions between different grades do not exist significant difference, there is no general patterns and show individuality and complexity. |
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