頁籤選單縮合
題名 | The Causal Model of Internet Advertising Effectiveness= |
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作者 | Tai, Hsuan-ting; Chang, Shao-shiun; |
期刊 | Asia Pacific Management Review |
出版日期 | 20050200 |
卷期 | 10:1 民94.02 |
頁次 | 頁78-92 |
分類號 | 497.468 |
語文 | eng |
關鍵詞 | Causal model; Internet advertisement; Presentation type; Advertising effectiveness; Attitude toward the advertisement; Involvement; |
英文摘要 | Internet has become the emerging fifth major media. The aim of this research is to demonstrate evidence-based Internet advertisement scenarios: the impacts, from dissimilar “contents and types of webpage” and diverse “presentation types of advertisement”, on five indexes of advertising effectiveness. 688 interviewees are convenient sampled on-site for the survey of the persuaded response to three phases of Internet advertising effectiveness — cognition, affection and action. Three interference variables, “content involvement of webpage”, “media users’ behavior” and “personal background information”, are brought into the study structure. The results are as follow: (1) “contents and types of webpage” has significant impacts on advertisement clicking, memory effectiveness and general attitude toward the advertisement; (2) the influence on advertising effectiveness from “presentation types of advertisement” is the most powerful of all influence factors; (3) Among six presentation types, the banner advertisement is identified as the most valuable for adoption while the animated ads advertisement a4re the most attractive but lacks for persuasion; (4) th4ree interference variables, “involvement”, “media users’ behavior” and “age level” yield reciprocal influence on two cause models, “contents and types of webpage→advertising effectiveness” and “advertisement presentation types→advertising effectiveness”, respectively; (5) males are more likely persuaded by Internet advertisement into shopping online than females; and (6) the highly involved excel the lowly involved in advertisement clicking, memory effectiveness, the attitude toward the advertisement and toward the advertisement agent, and online shopping frequency; (7) both casual models, “contents and types of webpage→advertising effectiveness” and “advertisement presentation types→advertisement effectiveness”, are supported. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。