The Influence of Online Advertising Presentation Form on Advertising Effectiveness from the Perspective of Web Page Content Involvement

Abstract

This study investigates the influences of presentation forms of internet advertising and their interaction on the internet advertising effect, from three aspects of demonstrating manner of internet advertising, internet advertising pattern, correlation between product attributes of internet advertising and web content. Taking the internet adverting of Samsung smart mobile phone as research target, and using laboratory experiment, this paper conducts a survey of 118 college students who were divided into 8 groups. The results indicate that: Demonstrating manner of internet advertising, internet advertising pattern, correlation between product attributes of internet advertising and web content have a significant influence on the internet advertising effect; The effect of the passive, dynamic and not correlation with web content advertising is the optimal, the effect of the active, static and correlation with web content advertising is the worst; Web content involvement of customer has no significant influence on the internet advertising effect.