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來源資料
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題 名 | WWW互動廣告效果之研究=The Effectiveness of WWW Interactive Advertising |
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作 者 | 耿慶瑞; 黃思明; 洪順慶; | 書刊名 | 管理學報 |
卷 期 | 19:1 2002.03[民91.03] |
頁 次 | 頁1-39 |
分類號 | 497 |
關鍵詞 | 互動廣告; 互動層次; 瀏覽行為; 產品類型; 廣告效果; Interactive advertising; Levels of interactivity; Navigation behavior; Product type; Advertising effectiveness; |
語 文 | 中文(Chinese) |
中文摘要 | WWW提供了一種與傳統環境不同的行銷溝通模式,而WWW上商業及廣告活動持續增加,但相關互動廣告效果衡量實證研究卻缺乏,所以引發本研究探討WWW互動廣告效果的動機。本研究主要分析WWW互動廣告互動程度與廣告效果的關係;不同的行為(目標導向行為﹑衝浪式瀏覽行為),不同的產品類型(搜尋產品﹑經驗產品)之下,WWW互動廣告互動程度與廣告效果的關係是否會受到影響。實驗結果顯示,WWW互動廣告互動層次越高,消費者願意投入資源越多;瀏覽行為不同,產品類型不同,WWW互動廣告不同互動層次的廣告效果亦不同。 |
英文摘要 | The objective of this research is to explore the effects of WWW interactive advertising. The study conducted experiment method, using four interactivity levels of advertisement as experimental group and using navigation behavior and product types as mediators to find the effects of interactivity on advertisement. From the log files of our experiment, we found the higher the level of interactivity of a WWW interactive advertisement, the more personalization information that can reduce the searching time this ad provides. This evidence supports the fundamental hypothesis: The higher the level of interactivity of a WWW interactive advertisement, the more resource allocated by the consumer. There also exists a three-way interaction among navigation behavior, product types and levels of interactivity on advertising effectiveness. |
本系統中英文摘要資訊取自各篇刊載內容。