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研究生:林炅
論文名稱:動畫網頁與產品類型對消費者說服效果的影響
指導教授:陳鴻基陳鴻基引用關係
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:92
中文關鍵詞:網路廣告動畫橫幅廣告FCB模式決策認知
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隨著網際網路使用者普及率的增加,網路上的商業活動也更加蓬勃的發展,其中網路廣告所能為廣告主帶來的效果更為各界所關切。在網際網路發展初期,網路廣告的呈現以文字及靜態圖形為主,但隨著新技術的發展,有愈來愈多的企業以動畫的方式來呈現產品的資訊內容,希望能因而促進與消費者的溝通,並達到說服消費者的目的。
過去的文獻指出,動畫應用在橫幅廣告上有不錯的效果,但如應用在產品資訊的呈現上,對廣告主所重視的廣告說服效果是否同樣的有所幫助?值得我們做進一步的探討。
因此,本研究以實驗室實驗法的方式,透過網頁呈現方式與FCB模式所區分的四類產品的組合,來探討網頁廣告對消費者的說服效果,其中自變數包括「網頁呈現方式」與「產品類型」兩個因子,因變數則是廣告的說服效果。研究結果發現:
1.不同的「網頁呈現方式」並不會影響網頁廣告對消費者的說服效果。
2.不同的「產品類型」會影響網頁廣告對消費者的說服效果。
3.個人特質中的「決策認知」與「產品知識」都會影響呈現方式對消費者的說服效果。
根據以上的研究結果,本研究在論文的最後提供一些建議予實務界企業,期望能作為業界在網際網路上架設網站或進行廣告活動時的參考,並希望對於以後從事網路廣告之研究與發展應用者能有所助益。
With the growth of the users on internet, the commercial activities on internet are booming. Among the activities, whether the internet advertisement can meet their expectation is most concerned about by the advertisers. At the beginning of the internet advertisement, text and graphics presentations are most often employed. But, with the development of new technology, more and more enterprises try to introduce their information products by means of animation in the hope of communicating with their consumers and to the end that they will persuade the consumers to buy their products.
According to the previous research, animation used in banners produce good effects, but can the persuasion effect meet the advertisers'' expectation when animation is employed in the presentation of products? It is worth further studying.
So we use web page presentation and FCB model which are divided into four product types (in a laboratory experimentation) to explore the persuasion effects of the internet ads on consumers. The independent variables includes two factors--- web page presentation and FCB Model, and dependent variable is the persuasion effects of advertisements. The result is as follows:
1.Different web page presentation will not influence the persuasion effects of the internet ads.
2.Different product types will influence the persuasion effects of the internet ads.
3.The persuasion effects of web page advertisements caused by static and animation presentation depend on consumers'' cognitive style and consumers’ information and knowledge.
Based on the above study, we will offer enterprises some advices or proposals . We hope they will benefit from our study when they try to build a web site or put ads on internet. Besides, we expect this paper can not only benefit the further study but also improve the internet advertisements.
第一章 緒論……………………………………………………………1
第一節 研究背景及動機………………………………………………1
第二節 研究目的………………………………………………………2
第三節 研究範圍………………………………………………………3
第四節 研究流程………………………………………………………4
第二章 文獻探討………………………………………………………5
第一節 網路廣告………………………………………………………5
第二節 網頁廣告呈現方式……………………………………………11
第三節 產品類型………………………………………………………18
第四節 消費者特質……………………………………………………24
第三章 研究方法………………………………………………………26
第一節 研究架構………………………………………………………26
第二節 研究假設………………………………………………………28
第三節 變數設計………………………………………………………31
第四節 實驗設計………………………………………………………35
第五節 實驗程序………………………………………………………40
第四章 資料分析與結果…..…………………………………………42
第一節 樣本基本資料分析……………………………………………42
第二節 信度與效度……………………………………………………46
第三節 網頁呈現方式及產品類型對消費者說服效果的假設驗證…49
第四節 消費者的決策認知對廣告說服效果的假設驗證……………55
第五節 消費者的產品知識對廣告說服效果的假設驗證……………57
第五章 結論與建議……………………………………………………59
第一節 實證結果………………………………………………………59
第二節 研究結論………………………………………………………63
第三節 研究貢獻………………………………………………………64
第四節 研究限制………………………………………………………65
第五節 後續研究建議…………………………………………………66
參考文獻………………………………………………………………67
中文文獻………………………………………………………………67
英文文獻………………………………………………………………70
附錄…………………………………………………………………76
實驗問卷一 (基本資料)…………………………………………76
實驗問卷二 (說服效果)……………………………………………84
實驗網站………………………………………………………………86
圖目錄
圖1-1 本研究之研究流程…………………………………………4
圖2-1 廣告之層次效果模式圖……………………………………9
圖2-2 FCB模式……………………………………………………21
圖3-1 研究架構…………………………………………………27
圖3-2 實驗流程圖………………………………………………41
表目錄
表2-1 廣告態度中介模式………………………………………10
表2-2 gif動態圖像檔、虛擬實境及Flash動畫之比較………15
表2-3 呈現方式之廣告效果的相關文獻整理…………………15
表2-4 各學者對訊息涉入的定義………………………………19
表3-1 實驗組別分配表…………………………………………35
表3-2 實驗產品…………………………………………………36
表3-3 實驗網站內容……………………………………………37
表4-1 樣本性別分布表…………………………………………43
表4-2 樣本年級分布表…………………………………………43
表4-3 樣本所屬學院分布表……………………………………43
表4-4 樣本修習的電腦課程數分布表…………………………44
表4-5 樣本是否擁有電腦分布表………………………………44
表4-6 樣本電腦使用頻率分布表………………………………44
表4-7 樣本網路WWW瀏覽頻率分布表…………………………44
表4-8 樣本電腦接受程度分布表……………………………45
表4-9 受測者基本資料與廣告效果的相關係數………………45
表4-10 實驗問卷之信度與效度…………………………………46
表4-11 二因子多變量共變數分析之結果………………………49
表4-12 產品類型對消費者說服效果的變異數分析……………52
表4-13 產品類型對消費者說服效果的平均數(調整後)分析………52
表4-14 決策認知對廣告說服效果的影響…………………………55
表4-15 消費者的產品知識程度對廣告說服效果的影響…………57
表5-1 研究假設達顯著差異一覽表………………………………59
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