臺灣博碩士論文加值系統

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

中文文獻
1.今川淳、林住昌弘、多田正仁、砂子一雄，「感性消費、理性消費─你是哪一種消費者？」，鄭美秀譯，業強出版社，民國七十八年。
2.梁康敏，「平面廣告視覺表現之研究」，台灣科技大學工程設計研究所碩士論文，民國八十三年
3.朱家賢，「促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究」，東吳大學企業管理研究所碩士論文，民國八十九年
4.黃俊英，賴文彬，「涉入的理論發展與實務運用」，管理科學學報，第七卷第一期，民國七十九年，15－29頁
5.楊福原，「低涉入購買行為決策過程之實證研究」，淡江大學管理科學研究所碩士論文，民國七十五年
6.滕儒恩，「給我報報：網路時代的傳播媒體經營」，網路通訊，第48期，頁88-93，民國八十五年
7.林柏蒼，「線上服務的規劃與管理」，網路通訊，第54 期，民國八十五年，頁76-89 。
8.顏伯勤，廣告學，三民書局，民國八十年。
9.李夢麗、徐春和，廣告學：策略與管理，五南圖書出版公司，民國八十七年。
10.李賢輝，「WWW 網頁上的視覺傳達與藝術表現」http://www.lib.fcu.edu.tw/articles/wwwvc01.htm，民國八十六年
11.楊家興，「如何設計電腦輔助教學的課程軟體」，視聽教育雙月刊，台灣師範大學視聽教育館，28卷第2期，20-31頁，民國七十五年
12.李月娥，超媒體教學系統雛形之研究，台灣師範大學工業教育研究所碩士論文，民國八十二年
13.資策會，「網際網路資訊情報中心」，資策會推廣服務處，民國八十九年。 Http://www.find.org.tw
14.黃深勳、鄭自隆、戚栩僊、黃明蕙、郭文耀、漆梅君，「廣告學」，國立空中大學，民國八十七年
15.廖哲淇，「全球資訊網上廣告網頁結構複雜度與廣告背景對說服效果的影響」，中正大學資訊管理研究所碩士論文，民國八十七年
16.蕭志強，「廣告網頁的視覺呈現介面與產品類別對消費者說服效果的影響」，中正大學資訊管理研究所碩士論文，民國八十八年
17.谷雅慧，「資訊呈現方式對網路行銷效果之研究─以WWW網路購物站台為例」，中央大學資訊管理研究所碩士碩文，民國八十五年
18.陳姿伶，「資訊策略對網路行銷廣告效果之影響─WWW購物網站之實驗室研究」，中央大學資訊管理研究所碩士論文，民國八十七年
19.趙美蘭，「多媒體輔助學習軟體圖文設計策略之研究」，台南師範學院資訊教育研究所碩士論文，民國八十七
20.朱志明，「動態圖像應用在網頁介面設計之研究」，雲林科技大學工業設計技術研究所碩士論文，民國八十八
21.周慧珍，「網際網路標題廣告效果研究─廣告大小與資訊量之影響」，交通大學經營管理研究所碩士論文，民國八十八年
22.朱志山，「Flash 5 動態網頁e點通」，上奇科技，民國八十九年
23.吳心恬，「媒體特性對說服效果之影響─WWW 媒體之實驗室研究」，中央大學資訊管理研究所碩士論文，民國八十六年
24.許世育，「網路廣告效果之研究─對不同使用者類型與不同網站類型之探討」，台灣科技大學管理研究所企業管理學程碩士論文，民國八十八年
25.王美惠，「網路廣告聯播網之經營策略分析─以DoubleClick為例」，臺灣大學商學研究所碩士論文，民國八十九年
26.邱毓蘋，「資訊豐富度對網路購物意願之研究」，交通大學傳播所碩士論文，民國九十年
27.周賢晏，「網頁設計方式與等候對網頁廣告價值之影響」，中央大學資訊管理研究所士論文，民國八十七年
28.林建煌，「網站特性對網路購物知覺風險、資訊搜尋策略影響之研究」，中央大學資訊管理研究所士論文，民國八十九年
二、英文文獻
1.Association for Consumer Research, 577-580
2.Bauer, R. A. & Greyser, S. A. “Advertising in America: The Consumer View”, Boston, MA: Harvard University, 1986.
3.Bettman, James R. An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley, 1979.
4.Bloch, Peter H. and Marsha L. Richins, A Theoretical Model for the Study of Product Importance Perceptions,” Journal of Marketing, Vol. 47, Summer 1983, pp. 69-81.
5.Brucks, Merrie, “The Effects of Product Class Knowledge on Information Search Behavior,”Journal of Consumer Research, Vol.12 June 1985, pp.1-16
6.Brucks, M., “A Typology of Consumer Knowledge Content,” Advances in Consumer Research, Vol. 13, pp. 58-63, 1986.
7.Calder, B. J., Insko, C. A. and Yandell, B., “The Relation of Cognitive and Memorial Processes to Persuasion in a Simulated Jury Trial”, Journal of Applied Social Psychology, Vol.4, March 1974, pp.62-93.
8.Darden , Willam R. and Ashton Dub , “Psychographic Profiles of Patronage Preference , ”Journal of Retailing , Vol.50 ,1974 pp.99-122
9.Dix, A., Finlay, J., Abowd, G., & Beale, R. Human-Computer Interaction, 1993
10.Ducoffe, R. H., “How Consumers Assess the Value of Advertising,” Journal of Current Issues and Research in Advertising, Vol.17 1995, pp.1-18.
11.Ducoffe, R. H., “Advertising Value and Advertising on the Web,” Journal of Advertising Research, Septembet/October 1996, pp. 21-35.
12.Eagly, A. H.. "Sex Differences in Influenceability," Psychological Bulletin, 85, 1978, pp.86-116
13.Ellis, S. R., “What are virtual environment?,” IEEE Computer Graphic & Application, January, 1991, pp.17-22.
14.Greenwald, A. G. and Clark L., “Audience Involvement in Advertising: Four Levels,” Journal of Consumer Research, Vol.11, June 1984, pp.581-592.
15.Ha, L., “Observation: Advertising Clutter in Consumer Magazines: Dimensions and Effects”, Journal of Advertising Research, pp. 76-84. Jul/Aug 1996.
16.Hansen, F. “Involvement of Interest or What?”, Advance in Consumer Research, Vol. 8, in E. C. Hirschman, Ed, Ann Arbor, MI: Assocaition for Consumer Research, pp. 31-35, 1984.
17.Hawkins, D. T., “Electronic Advertising: On Online Information Systems,” ONLINE, March 1994.
18.Hoffman, Donna L. and Novak, Thomas P. “Marketing in HypermediaComputer-Mediated Environments: Conceptual Model,” Journal of Marketing, v60 July, 1996, pp.50-68
19.Hoyer, Wayne D. “An Examination of Consumer Decision Making for a Common Repeat Purchase Product, ” Journal of Consumer Research, December, pp. 822-829, 1984.
20.http://www.etforecasts.com/pr/pr201.htm
21.http://www.macromedia.com/software/flash/
22.Huffman, Cynthia and Michael J. Houston, “Goal-oriented Experiences and the Development of Knowledge, ” Journal of Consumer Research, Vol.20 Sep 1993, pp.190-207.
23.Hutchinson, J. Wesley and Brady Farrand, “Dimensional validity, Consistency of Preference and Product Familiarity: An Exploratory Investigation of Wine Tasting, ” in Advances in Consumer Research, vol. 9, ed. Andrew A. Mitchell, Ann Arbor, MI: Association for Consumer Research, 1982, pp.398-401
24.Hutchinson, J. Wesley ,“Dimensions of Consumer Expertise,” Journal of Consumer Research, 13 (March), 411-454, 1987
25.Igbaria, M.,” End-User Computing Effectiveness: A Structural Equation Model,” OMEGA: The International Journal of Management Science, Vol.18, No.6, 1990, pp.637-652.
26.John L. L. ”Questioning the Concept of Involvement Defined Product Classes,” Advances in Consumer Research, Vol.6, William L. Wilkie ed. 1979, pp.174-179.
27.Johnson, Eric J. and J. Edward Russo, “Product Familiarity and Learning New Information, ” Journal of Consumer Research, Vol.11 June 1984, pp.542- 550.
28.Krugman, H.E., “The Impact of TV Advertising: Learning Without Involvement”, Public Opinion Quarterly, Vol. 29, pp. 349-365 1965.
29.Laroche, Michel, Chankon Kim and Lianxi Zhou, “Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context, ” Journal of Business Research, Vol.37 Oct 1996, pp.115-120
30.Lavidge, R. J. and Steiner, Gray, “A Model for Predictive Measurement of Advertising Effectiveness,” Journal of Marketing Vol.25 Oct. 1961, pp.59-62
31.Lindstrom, R. L. Business Week Guide to Multimedia Presentations. New York: McGraw-Hill, Inc. 1994
32.Lord, K. R. & Kim, C. K., “Inoculating Consumers Against Deception: The Influence of Framing and Execution Style”, Journal of Consumer Policy, Vol.18 1995, pp.1-23.
33.Mackenzie, S.B., Lutz, R.J., & Belch, G.E. “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol.13, pp. 130-143, 1986
34.Malhotra, N. K., “Marketing Research: An Applied Orientation”, Englewood Cliffs, N.J.: Prentice-Hall, 1993.
35.Mark B. T., “Product Involvement and Brand Commitment,” Journal of Advertising Research, Vol.21, No.6 Dec, 1981, pp.51-56
36.Mark E. S. and Armen T., “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement,” Journal of Marketing, Vol.49 Winter, 1985, pp.72-82.
37.Mason, R.O. and Mitroff, I.I.,”A Program for Research on Management Information Systems,”Management Science, Vol 19 ,Jan 1973 ,pp.457-.
38.Michell, A. A. and Olson, J. C., “Are Product Attribute Beliefs the Only Moderator of Advertising Effects on Brand Attbute?” Journal of Marketing Research, Vol.18 1981, pp.318-332.
39.Moschis , Geoge P. , “Shopping Orientation and Consumer Uses of Information , ” Journal of Marketing ,Vol.52 ,1976, pp.61-70
40.Muehling, D.D., “An investigation of Factors Underlying Attitude Toward Advertising in General”, Journal of Advertising, vol. 16, no.1 pp. 32-40, 1987.
41.Novak, T. P. & Hoffman, D. L. “New Metrics for Media: Toward the Development of Web Measurement Standards”. http://www2000.ogsm.vanderbilt.edu.
42.Park, C. Whan and V. Parker Lessig, “Familiarity and Its Impact on Consumer Decision Biases and Heuristics, ” Journal of Consumer Research, Vol.8 Sep. 1981, pp.223-230
43.Petty, Richard E., J. T. Cacioppo and D. Schumann , “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, Vol.10, Sep 1983, 135-146.
44.Raudsepp, E. “How Creativity Are You?” New York: Academic Press, 1981
45.Rich, S. U. and Portis, B. D. , “The Images of Department Store , ” Journal of Marketing ,Vol.28 1964, pp.10-15.
46.Richard W. O. and Donald H. G., “Consumer Decision Making — Fact or Fiction?” Journal of Consumer Research, Vol.6 Sep. 1979, pp.93-100
47.Richmond, A., “Enticing Online Shoppers to Buy: A Human Behavior Study,” Computer Network and ISDN System, Vol.28, 1996, pp.1469-1480.
48.Robert Ferber, “Family Decision Making and Economic Behavior: A Review”, Family Economic Behavior: Problems and Prospects, ed. Eleanor B. Sheldon, Philadelphia: Lippincott, 1973, pp.29-61.
49.Scrull, Thomas K., “The Role of Prior Knowledge in the Acquisition, Retention, and Use of New Information, ” in Advances in Consumer Research, vol.10 eds. Richard P. Bagozzi and Alice M. Tybout, Ann Arbor, MI: Association for Consumer Research, 1983, pp.572-576
50.Scultz, D. E., D. Martin and W. P. Brown, “Strategic Advertising Campaigns”, Chicago: Crain Books, Division of Crain Communications, Inc.
51.Sherif, M. “The Psychology of Ego Involvement“, New York: John Wiley and Sons, Inc, 1947.
52.Smith, Josh, “Flash 4”, Web Techniques, Vol.5, May 2000, pp. 42-43
53.Soley, L. C. & Reid, L. N., “Satisfaction With the Informational Value of Magazine and Television Advertising”, Journal of Advertising, Vol.12 ,1983, pp.27-31
54.Stone, G. P. , “ City Shoppers and Urban Identification: Observations on the Soual psychology of City Life , ”American Journal of Souology ,1954, pp.36-45.
55.Sujan, Mita, “Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgements, ” Journal of Consumer Research, Vol.12 June 1985, pp.31-46
56.Vaughn, R. “How Advertising Work: A Planning Model”, Journal of Advertising Research, Vol. 20, No. 5 October, pp. 27-33 1980.
57.William W. and Leonard A. L., “Direct Observation of Purchasing Behavior”, Journal of Marketing Research, Vol.3 1966. pp.227-233.
58.Wright, Peter L., “The Harassed Decision Maker: Time Pressures, Distractions, and the Use of Evidence, ” Journal of Applied Psychology, Vol.59 Oct 1974, pp.555-561
59.Zaichkowsky, J. L. “Measurin the Involvement Construct,” Journal of Consumer Research. Vol.12 Dec 1985, pp.341-352.
60.Zaichkowsky, J. L. The Personal Involvement Inventory: Reduction. Revision. And Application to Advertising. Journal of Advertising Research. Vol.23 pp. 59-70 1994.
61.Zanot, E., “Public Attitudes Toward Advertising: The American Experience”, International Journal of Advertising, Vol.3, 1984, pp.3-15.
62.Zeff, Robbin and Aronson, Brad “Advertising on the Internet”, New York, NY: John Wiely & Sons, Inc, 1997.