The Research On Web Advertising Effect Based On Decision-making Process

With the development of modern network technology, the fierce competition of business and the changes of consumer values, web advertising has become an important part of the network marketing strategy. The topic how to effectively value the network advertising effect attracts the business community and academia area. On the basis of the related concepts of network advertisement effect and theories of consumer purchase decision, the hierarchy of effects divided the effectiveness of web advertising into Think, Feel and Do. In combination with the process of consumer decision-making, composed of five phases of recognizing demand, collecting information, evaluation and decision-making, actual purchasing, after-purchase and evaluation, this research induces seven periodic effectiveness of web advertising. Therefore, the paper builds the evaluation model of web advertising. Research data was obtained through the questionnaire survey with Likert Scales by randomly selecting some netizens and offline consumers. The sample’s basic situation and39original variables are concluded by the questionnaire survey.Using principal component analysis and factor analysis, studies have shown that Web advertising of actual purchasing is the most important factor that effect the effectiveness of Web advertising. The second important factor is that Web advertising makes consumers understand and remember the information during the phase of collecting and evaluating. Then, Web advertising conducive to recognizing and after-purchase activities is also impact the effectiveness of Web advertising. This paper further clusters the factor scores with the K-means clustering method, and consumers could be divided into five categories and each has its characteristics. Web advertising with cost-effective product and convenient delivery is the reason why rational consumers click the web advertising; web advertising with concise expression affects consumers who care the accuracy and function of product; consumers who have brand habits are more concerned about brands and trademarks of web advertising; creative advertising directly affects the sensory part of the direct popular type of emotional curious buyers. At last, for the realization of the Web-advertising effectiveness maximization, this essay offers some proposals:first of all is to improve product performance and highlight convenient online advertising; second thing is to pay attention to words and multimedia, to strengthen the network advertising cognitive effects; third thing is to promote interactivity and additional value and set up the network advertisement brand goal.