摘要:网络广告指在互联网上运用专业的广告横幅、文本链接、多媒体、出版物,通过网络向互联网用户传递广告信息的一个高科技的广告形式。

　　　相较传统广告，网络广告的运营成本更低,网络广告,能够为消费者提供一个更有竞争力的价格。在品牌和质量都有保障的前提下,较低的价格使产品更容易进入消费者的视野,如京东商城每一次进行大减价等活动时，都会有些商品被一抢而空。网上购物没有时间和空间限制,只需要一部网络终端，你就能随时随地的了解你想要了解的产品信息；你也可以比较不同网站的相同商品来获得更大的利益。因此,许多消费者慢慢转变了购买方式，从传统购物转向网上购物。

　　　在现今社会中，有超过90%的消费者认为,在线信息更全面,并能够更方便的比较不同品牌的产品性能、价格和在线声誉,根据他们的实际需要选择合适的品牌和产品行购买。

　　　此外在线购买行为可以有效节约消费者的时间和精力,使消费者能够快速的选择出自己喜欢的产品和品牌。

关键词: 消费者行为 网络广告 受众特征

Abstract:Internet provides advertisers with almost limitless information space and very cheap, as long as customers are willing to accept and need this information, he can search and read relevant information.

　　　Consumers because you need a product, or are interested in advertising to click and refer to advertising, but consumers are not experts, they are not likely to consider all aspects to the products, if the advertising can provide certain consumers ignore once, but in fact is very important information for them, arouse their attention, you'll get their identity, and eventually led to rational consumption.

　　　Compared with traditional media, online advertising sales promotion, distribution cost greatly reduced, this allows the manufacturer to give a more competitive price. In the brand and quality are guaranteed under the premise of lower price makes the products more easy to get the favour of consumers, such as apple stores have sales promotion activity each time or the price, will be crazy. And online shopping don't have to be limited by time and space, can also be compared to similar, the same goods in different websites to gain greater benefits. So many consumers gradually transfer from traditional to go shopping to online shopping.

　　　More than 90% of consumers think more comprehensive online information, but also more convenient than the traditional way to check up, so the performance of different brands of products on the Internet, price and reputation etc. After comparison, then according to own actual need to select the appropriate brand and product, to buy offline.

　　　While in offline purchasing behavior of consumers no longer enjoys the advantage on the price, but this way saves time and effort, and according to the previous query of information on the Internet to make decisions are more rational, moreover also no theft payments such as credit CARDS to buy concerns such as security, so the online shopping ways of query, offline purchases were adopted by a growing number of older consumers, they will be in the offline purchase decisions favouring online awareness higher brand and goods.

Key words: consumer behavior online advertising audience characteristics