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研究生:劉泰源
研究生(外文):Liu Tai-Yuan
論文名稱:網路廣告訴求與設計元素對個人心情及廣告記憶影響之研究
論文名稱(外文):The effects of design elements of internet advertisement on mood state and memory
指導教授:江義平江義平引用關係
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
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:2007
畢業學年度:95
語文別:中文
中文關鍵詞:網路廣告廣告訴求設計元素心情廣告記憶網路行銷
相關次數:
  • 被引用被引用:1
  • 點閱點閱:258
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
隨著資訊科技不斷的創新、多媒體技術的發達與電子商務的成熟,進入各大入口網站的網頁,會出現各式各樣的點選連結或是廣告影片畫面,但有效的廣告必須能讓使用者確實地接收到廣告所要傳遞的訊息,此外心情可視為被廣告刺激下所相對產生的一種反應,因此本研究將從網路廣告的訴求與設計特性來討論對使用者心情的影響,並以廣告記憶來測量網路廣告的效果。
本研究分二階段,在預試階段,找出所包含的構面後,在正試階段分兩個實驗進行,回收樣本方面,理性訴求有效樣本為192份,感性訴求有效樣本為189份,透過信、效度與結構方程模式進行正式研究資料分析,結果發現不同的廣告訴求下,互動性能形成使用者的正向心情,娛樂性能形成使用者的正向心情並降低使用者的負向心情,而正向心情下會讓使用者產生廣告記憶,負向心情下並不會讓使用者產生廣告記憶。
目 錄
國立臺北大學九十五學年度第二學期碩士學位論文提要 一
目 錄 二
圖 次 三
表 次 四

第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 5
第二章 文獻探討 8
第一節 網路廣告 8
第二節 廣告訴求 12
第三節 互動性 15
第四節 娛樂性 17
第五節 心情 19
第六節 廣告記憶 24
第三章 研究方法 26
第一節 研究架構 26
第二節 研究流程 27
第三節 研究假說和操作性定義 28
第四節 資料收集及分析方法 34
第五節 預試資料分析 41
第四章 正式研究結果 48
第一節 敘述性統計分析 48
第二節 信效度分析 52
第三節 實證結果分析與討論 63
第五章 結論 71
第一節 研究發現及討論 71
第二節 理論及實務貢獻 73
第三節 研究限制及後續研究建議 75
參考文獻 77
附錄一 預試問卷 86
附錄二 正式問卷 89
附錄三 廣告影片內容片段 97
一、中文部份
何婉芳 (民95)。”網路廣告持續看俏,美國上半年79億美元”,數位時代雙週,139;頁14。
周麗君 (民96)。”共振效應”,動腦雜誌,369;頁74-76。
邱建偉 (民90),不同Banner廣告呈現方式之表現效果研究,中山大學企業管理研究所未出版碩士論文。
洪瑞麟 (民95)。”2006美國網路廣告成長激效”,動腦雜誌,365;頁104。
祝鳳岡 (民84)。”廣告感性訴求之策略分析”,廣告學研究,第五集,國立政治大學廣告學系;頁85-112。
祝鳳岡 (民85)。”廣告理性訴求之策略分析”,廣告學研究,第八集,國立政治大學廣告學系;頁1-26。
祝鳳岡 (民87)。”廣告策略之探討-系統建構觀點”,廣告學研究,第十集,國立政治大學廣告系;頁31-50。
耿慶瑞 (民90)。”WWW 互動廣告與傳統廣告效果之比較”,資訊管理研究,第三卷第一期;頁25-54。
張玉琦 (民95)。”搜尋引擎結合影音分享廣告、下載商機無窮”,數位時代雙週,142;頁48-49。
張邵勳 (民93)。研究方法,台中市:滄海書局。
郭芷婷 (民94)。”2004 媒體廣告版圖消長”,e天下雜誌,60;頁55-57。
陳正昌、程炳林、陳新豐、劉子鍵 (民94)。多變量分析方法-統計軟體應用,四版,台北市:五南。
陳瑩真 (民96)。”2006關鍵字廣告豐收年”,廣告雜誌,188;頁44-45。
曾光華、江俊雄 (民91)。”網路互動特性與價值探討---以服務業為例”,第一屆服務業行銷暨管理學術研討會論文集,嘉義大學管理學院。民91年4月;頁10-22。
樊志育 (民89)。廣告效果研究,台北市:三民。
黎榮章 (民95)。”2006網路廣告發展趨勢”,廣告雜誌,178;頁28-29。

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三、網路資源部分
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