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題 名 | The Effects of Forced Ad Exposure on the Web=強迫性網路廣告之影響效果研究 |
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作 者 | 王凱; 陳世祥; 張欣綠; | 書刊名 | 資訊電子學刊 |
卷 期 | 3:1 2008.11[民97.11] |
頁 次 | 頁27-38 |
分類號 | 497.468 |
關鍵詞 | 廣告; 線上廣告; 廣告曝光; Online advertising; Forced ad exposure; Aad; Recall and recognition; |
語 文 | 英文(English) |
英文摘要 | Since online advertisements (ads) can be presented in various forms, a critical issue for advertisers is to determine how to maximize advertising effects through appropriate design. Factors involved include how the ads are presented to forcibly catch the attention of consumers and the congruity of themes between the ad and Web page contents. Both affect whether the ads can generate positive feedback in the online advertising environment. This research, through laboratory experiment design, tries to investigate the influence of forced ad exposure on advertising effectiveness, with congruity being an important moderator. Results show that congruity is especially important for pop-up ads and that forced ad exposure affect memory effects if the moderating effect of congruity is excluded from the model. Discussions, managerial implications, suggestions for future research, as well as limitations of this study are addressed. |
本系統中英文摘要資訊取自各篇刊載內容。