| In recent years,with the rapid development of the global Internet and e-commerce technology matures,China's online advertising industry has maintained rapid and steady growth.According to iResearch released by China's online advertising industry 2012-2013 annual monitoring report shows that in 2012 China's overall online advertising market was 75.31 billion yuan,an increase of 46.8%compared to 2011,reaching a new order of magnitude.Online advertising market in China,the brand graphical ads,rich media ads,video ads,and display class placement advertising accounted for 43.0%share of the overall online advertising,keyword search and vertical search categories such as search advertising share of the overall online advertising were 28.5%,21.3%,can be seen from the above data,display advertising is the main driving force of the class online advertising market growth.For online advertising-related study shows the characteristics of the class and scholars network ads,this article will show the effect of online advertising evaluation dimensions into the following two aspects:purchase intent and brand attitude dimension;the results show influencing factors of display online advertising are divided into the following five areas:display category online advertising design,display online advertising information,consumers may perceive entertainment,consumer attitudes to online advertising,product involvement degrees.The study was conducted through a structured questionnaire designed empirical investigation using SPSS19.0 and AMOS21.0 empirical data for statistical analysis,using structural equation model of the sample data to verify the results of the study show the class online advertising on factors assumptions and obtained correction model.Finally,this paper shows for each type of network factors proposed to improve display advertising online advertising effectiveness suggestion:clear display online advertising is designed;improve the accuracy of advertising information,timeliness;control display class entertainment online advertising;combined with the search engine. |
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