Comparison Of Internet Advertising Impacts Under Swedish And Chinese Contexts

The measurement of advertising effect is an important part of advertising analysis and evaluation.With the popularity of the Internet,Internet advertising is developed as well,increasingly favored by advertisers.Its size and development speed is affecting and changing the overall pattern of the media industry.Social networking site are attract a large number of advertisers because of its interactive advantage.China's social networking site has a huge user base,but social networking advertising revenue is not much.Investigate its fundamental,China's Internet advertising communication effect compared with the developed country-Sweden,there are deficiencies.According to the "technology acceptance model" and "hierarchical model",after the analysis of the current situation of Chinese,Swedish Internet advertising,advertising effectiveness measurement model is established through the Swedish comparison.This paper is using the social networking sites as an example,select Chinese micro-blog users and Swedish Facebook users as the research object,puts forward the research hypotheses and questionnaire.Using research methods: data descriptive statistical analysis,reliability analysis,difference analysis,correlation analysis and regression analysis,discusses the "user relevance" and "perceived usefulness" and "group pressure" and "product and brand awareness" and "product and the brand attitude" and "advertising effective" hypothetical relationship between six variables.The final conclusions are as follows: first,users correlation of advertising can positive effects the perceived usefulness;second,advertising which are correlate to users can improve audience attitude towards advertising products and brands;third,perceived usefulness of advertising is helpful to improve the positive attitude of the audience of advertising;fourth,group pressure makes the audience has a positive effect on the advertising products and brand awareness;fifth,the audience awareness of advertising products and the brand has a positive effect on advertising;sixth,the audience attitude of advertising products and the brand has a positive effect on advertising.This study starts from the theoretical background of communication and marketing by comparing the differences between Chinese and Swedish in social networking sites.Extract the common six factors between the two countries which are influencing the advertising effect,then using quantitative research methods,combined with the empirical results of advertising effectiveness measurement,puts forward the mode of Internet advertising communication in China which we can studied from Sweden.This study fills the blank of the research on the effect of Internet advertising in China and abroad.