【内容提要】 本文通过对大量的网络受众的调查数据和基本事例的研究，运用多学科知识，从社会人文角度梳理了网络受众的构成特征、目的动机和正负向的行为特征，阐明了网络、受众和社会环境三者之间的互动关系，澄清了网络传播中受众的基本形象，并提出了一系列相应的受众行为控制策略。
【关键词】 网络传播 受众行为 效果控制
Abstract: By researching a large number of the date about Internet’s receivers and the relating cases, the article shows the characters of Internet receivers’ composure, motive and action with the aid of several social courses. The article also explains the relationship among the Internet, the receivers and the social environment, and shows the figures of the receivers in the course of the Internet communication. Finally, the author gives some advice about the controlling over the receivers’ action.
Key words：Internet-communication Receivers’ behavior Controlling of effect
一、 网络传播的受众构成特点
二、 受众接触网络的动机和目的
三、 网络受众的行为特征
四、 受众在接触网络中存在的问题
五、 受众效果控制
