Research On Influence Factors Of Psychologic Effect Of E-Commerce Offline Advertising

Offline advertising is one of the main expression forms of advertising media in history.Since the Electronic Commerce and Online advertising media grew up, offline advertising has shown a greatly downward trend and a big decline, turning to an urgent situation. After using classic model and influence factors in actual research of psychological effects on advertising for reference, typical data is collected from relative papers, books and the Internet for building the research model which aimed at the characteristics of the online customers and offline advertising media.Further on, the conclusion is reached by using data from questionnaires for exploratory factor analysis and confirmatory factor analysis with AMOS and SPSS,which shows that cognizant effect has a positive and marked influence on emotion, memory and attitude in psychological effects on advertising, and the major influence factor is offline advertising, in which the most important factor is design, showing a positive and marked influence. Besides advertising design, the media of advertising, subjective regulation and functional risk has shown a positive influence on psychological effects by ranking,while logistical and privacy risk was showing a negative side, in a consideration of using offline media can reduce the effect on logistical and privacy risk. The conclusion,on one hand, will provide more useful reference for electronic commerce choosing media, on the other hand, brings up a relative opinion for advertising.