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Title of Thesis: Advertising in WWW HypermediaComputer-Mediated Environment Including the Characteristics of Interactivity and Personalized Profile: A Study of Advertising Effect.Key word: Advertising - Interactivity - Personalized ProfileName of Student: Huang, Lun-Yu Advisor :Dr. Chen, Heng-Yi
Dr. Chan, Chin-HorngAbstract:This research concerns the performance of advertising in hypermedia computer-mediated environment(CMEs). By comparing the WWW hypermedia environment with traditional media, the WWW medium has the characteristics of interactivity and personalized profile at the same time. It can combine elements from a variety of traditional media, yet is more than the sum of the parts. On the other words, the new interactive media can combines properties of mass(impersonal) and face-to-face(personal) communication channels and transmits dynamic and static message to customer. Thus, advertising strategy on the WWW must account for both short-term (as broadcast media provide relatively short-term exposure with low information content) and long-term (as print media provide relatively long-term exposure with high information content) exposure.By using the laboratory experimentation, the author can conduct different characteristics of interactivity and personalized profile into different experimental groups and get more clear relationship between the independent variables and dependent variables. The results suggest that:1. If the advertising (Home Pages) includes the characteristics of interactivity and personalized profile, the performance of advertising will be better than that do not. Especially, the recall of message increased obviously.2. The higher involvement with experimental product will appear better performance of advertising than lower involvement.3. The performance of advertising on WWW is affected by the involvement-with-products and the need-for-cognition.Therefore, if we can track the behavior of customers and record the mental constructs and characteristics of customers, we will have the abilities to arrange different advertising exposure for every customer(one- to-one marketing). The WWW medium with the abilities of information technology, hypermedia, and database marketing can reach the function of one-to-one marketing through the characteristics of interactivity and personalized profile. And it would have the chance to get better performance of advertising.
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