臺灣博碩士論文加值系統

如何提高廣告效果，並同時降低廣告的侵擾是一個很重要的議題。本研究根據注意慣性理論探討瀏覽路徑的階段、網頁內容間的關聯性以及資訊類型對於瀏覽者網頁內容認知投入的影響。本研究亦檢驗了認知投入及廣告侵擾性間的關聯。當一個網頁瀏覽者產生注意慣性並且高度投入於網頁內容時，其認知處理會加強，因此我們判定打斷瀏覽者高度認知投入的瀏覽過程時，其會產生較高的感知廣告侵擾性。本研究並開發了一個衡量網頁內容認知投入的量表。我們規劃了一個實驗室實驗來檢驗我們提出的模型。本研究的發現將可以幫助廣告商及廣告服務提供者傳遞有效的侵擾式廣告。

How to improve ad effectiveness while reducing ad intrusiveness is an important issue. This study investigates the effects of the phases of a browsing path, relatedness between episodes and information type on a viewer’s cognitive engagement in webpage content on the basis of the attention inertia theory. This study also examines the relationship between cognitive engagement and ad intrusiveness. As a website viewer generates attention inertia and highly engages in webpage content the cognitive processing is intensified. We posit that the interruption of a viewer’s browsing task with higher cognitive engagement will lead to higher perceived ad intrusiveness. This study also develops a scale for measuring cognitive engagement in webpage content. A laboratory experiment is conducted to examine the proposed research model. The research findings can help advertisers and ad service providers deliver effective intrusive ads.

謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
目錄 V
圖次 VI
表次 VII
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 5
2. Literature Review and Hypothesis Development 7
2.1 Banner Blindness 8
2.2 Perceived Ad Intrusiveness 10
2.3 Attention Inertia and Cognitive Engagement 12
2.4 Phases of a Browsing Path 13
2.5 Relatedness between Episodes 14
2.6 Information Type 16
2.7 Cognitive Engagement and Ad Intrusiveness 17
3. Research Methodology 19
3.1 Research Framework 19
3.2 Experimental Design 20
3.2.1 Phases of a Browsing Path 20
3.2.2 Relatedness between Episodes and Information Type 20
3.2.3 Development of the Experimental Websites 21
3.2.4 Development of the Experimental Interstitial Ad 21
3.3 Pretest 22
3.3.1 Procedure of the Pretest 22
3.3.2 Result of the Pretest 23
3.4 Participants 29
3.5 Experimental Procedure 30
4. Data Analysis and Findings 33
5. Conclusion and Discussion 47
5.1 Theoretical Contributions 52
5.2 Practical Implications 53
References 55
Appendix A. Website Content 62
Appendix B. Questionnaire 69

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