| Summary: | Background: Public service advertising in China just has two decades years of history and media used for public service advertising mainly focus on print advertising. Compared to commercial advertising, public service advertising is not mature in China whatever in the forms, content variety or media. Chinese internet users have increased rapidly in recent years, so in this situation, the development of online PSAs is especially important. While many researches focus on print media, few are about PSAs on internet. The money of charity organization spent on PSAs is rare, because the donators want their donation spent on important place. So the quality of PSAs is important to attract people’s attention.Purpose: The purpose of this thesis is to investigate the factors influencing college students’ attitude toward online public service advertising for recruiting volunteers.Method: A quantitative method is taken in this thesis. The primary data are collected through questionnaire and the sample is college students in university in Shanghai for science and technology. The secondary data come from mainly E-library, E-journal and books. To analyze the data, hypothesis testing method is used and SPSS is used as statistical analysis tool.Conclusions: Entertainment, informativeness, irritation, credibility and advertising value these factors from Ducoffe’s model are applied to the research on attitude toward PSAs. The result shows that factors of entertainment, informativeness and advertising value have positive influence on college students’ attitude, while factors of irritation and credibility don’t have influence on college students’ attitude toward volunteer recruitment PSAs, thus they have a nearly neutral attitude. Entertainment and informativeness have significant correlation with advertising value separately, and this situation can also be applied to attitude toward PSAs. Advertising value has significant correlation with attitude toward PSAs. So the Ducoffe’s model is not totally appropriate for the research on attitude toward PSAs.
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