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題 名 | 影響網路廣告效果之相關因素=The Related Factors of Internet Advertisement Effects |
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作 者 | 戴軒廷; 馬恆; 張紹勳; | 書刊名 | 中華管理評論 |
卷 期 | 7:2 2004.04[民93.04] |
頁 次 | 頁1-29 |
分類號 | 497.468 |
關鍵詞 | 網際網路廣告; 呈現方式; 廣告效果; 廣告態度; 涉入程度; Internet advertisement; Presentation mode; Advertising effectiveness; Attitude toward the advertisement; Involvement; |
語 文 | 中文(Chinese) |
中文摘要 | 本文旨在實證網際網路之廣告情境,不同「網頁內容型態」與不同「廣告呈現方式」對五種廣告效果指標的影響,實地隨機抽樣調查國內587位民眾對網路廣告效果之認知、情意及行動三個階段說服的反應。研究架構亦納入「網頁內容涉入度」、「媒體使用習慣」及「個人背景資料」三個干擾變數。 研究結果發現:(1)「網頁內容型態廣告效果」及「廣告呈現方式廣告效果」兩種因果模式都獲得支持。(2)「網頁內容型態」對廣告點選、記憶效果及一般廣告態度都有顯著影響。(3)「廣告內容呈現方式」對廣告效果的影響力,是所有影響因素中最強的。(4)六種廣告呈現方式當中,橫幅廣告最值得採用,動畫廣告最有吸引力,但卻最沒有說服力。(5)「涉入度」、「媒體使用習慣」及年齡層三個干擾變數,分別交互影響「網頁內容型態廣告效果」及「廣告呈現方式廣告效果」兩種因果模式。(6)男性比女性更易受到網路廣告的說服而上網交易。(7)高涉入者在廣告點選、記憶效果、廣告態度、對廣告代理人態度及線上購買次數上都明顯優於低涉入者。 |
英文摘要 | This thesis is to demonstrate evidence-based Internet advertisement scenarios: the impacts, from dissimilar “contents and types of webpage” and diverse “presentation modes of advertisement”, on five indexes of advertising effectiveness. 587 interviewees are randomly 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. From the study results, we find some facts: (1) both casual models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes → advertisement effectiveness”, are supported; (2) “contents and types of webpage” has significant impacts on advertisement clicking, memory effectiveness and general attitude toward the advertisement; (3) the influence on advertising effectiveness from “presentation modes of advertisement” is the most powerful of all influence factors; (4) Among six presentation modes, the banner advertisement is identified as the most valuable for adoption while the animation advertisement are the most attractive but lacks for persuasion; (5) three interference variables, “involvement”, “media users’ behavior” and “age level” yield reciprocal influence on two causal models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes →1 advertising effectiveness”, respectively; (6) 2males are more likely persuaded by Internet advertisement into shopping online than females; and (7) 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. |
本系統中英文摘要資訊取自各篇刊載內容。