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來源資料
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題 名 | 「廣告點選行為」與「廣告策略」、「個人屬性」間之關係研究--以網站橫幅廣告為例=The Relationship between the Advertising Strategy, Demographic Characteristics and Click-Through: The Web Banners' Case |
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作 者 | 吳肇銘; 劉士豪; 蔡義昌; | 書刊名 | 中原學報 |
卷 期 | 29:4 2001.12[民90.12] |
頁 次 | 頁373-385 |
分類號 | 497.4 |
關鍵詞 | 網路廣告; 網站橫幅廣告; 廣告策略; 點選; 消費者行為; Advertising on the internet; Web banner; Advertising strategy; Click-through; Customer behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 隨著電子商務的發展,帶動了網路廣告的快速成長。但根據許多調查數據一再指出,網友在上站時,根本不會去注意網站廣告,或者根本就不會去點選網站廣告。因此,本研究乃以「網路廣告點選行為」做為研究主題,並以「車罔站橫幅廣告」做為研究標的,試圖深入瞭解「廣告策略」與「個人屬性」對網站使用者「廣告點選行為」的影響。預期透過本研究之探討與分析,將有助於業界更加瞭解網站使用者之廣告點選行為,並得以規畫出確實有效之網路廣告策略,提昇網路廣告之效果。此外,本研究之結論,亦有助學術界建立「網路廣告點選行為」解釋模型時之參考。 |
英文摘要 | The booming development of electronic commerce stÏmulates the fast growth of advertising on the Internet. However, many survey and investigations show that users would notc1ick the advertisements on the Internet at al1, even not see them. For this reason, this study focuses on the web banners, intends to rea1ize the relationship between the advertising strategy of the web banners, the demographic characteristics of the web users, and the user's c1ick through". By the exploration and discussion of this study, it is expected that the results of this study can help practitioners to realize what factors will influence web users' c1ick-through. And by the referring the results of this study, the advertisement proprietor can adopt the effective advertising strategy to improve the performance of the advertisement on-line. Besides, the conc1usion of this study a1socan be a start-base for the theoretical model of "c1ick-through". |
本系統中英文摘要資訊取自各篇刊載內容。