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研究生:陳世祥
研究生(外文):Shih-Hsiang Chen
論文名稱:強迫性網路廣告對廣告效果影響之實驗室研究
論文名稱(外文):The Effects of Advertising on Forced Internet Ads:A Laboratory Experiment
指導教授:王凱王凱引用關係
指導教授(外文):Kai Wang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士在職專班
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:2008
畢業學年度:96
語文別:中文
論文頁數:83
中文關鍵詞:廣告態度網路廣告強迫性廣告廣告效果一致性
外文關鍵詞:Internet advertisingForced ExposureAd attitudeAdvertising EffectivenessConsistency
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隨著網際網路的普及與迅速發展,許多以網際網路(Internet)為媒介的系統已經成為重要的商業活動平台,此媒介在形成一定經濟規模後,成為另一種形式的商業宣傳媒體,也是一種不可忽略傳統媒體如電視、平面媒體、以及廣播之外的新興傳播管道。
以網路廣告特性來看滲透性高,以重覆性高的多次接觸可望使消費者加強印象,但負面的影響可能會出現。如何利用新興媒介的特性達到最佳效果,值得被關心。本研究欲透過廣告與網頁內容一致性的觀點,探討在強迫性網路廣告呈現的方式下,如何產生較佳的廣告效果。
本研究以實驗法進行研究,以探討設計網路廣告的呈現方式,進而對網路廣告執行手法有所貢獻。就實務上的應用而言,消費者對於網頁內容一致性與廣告呈現的手法,將可能進一步影響廣告效果,或進一步影響網站刊登商品之購買意圖。預計將提供廣告商一個參照,把廣告以最適合的和有效的策略呈現。
With the popularity and rapid development of the Internet, many Internet-based media systems have gained in importance as the platform for online commercial activities. Thanks to the economy of scale effect, these media have also emerged as channels for communication and propagation purposes. The importance of such online platform could not be ignored due to their far-reaching influences as those of traditional media, including television, print media and broadcasting.
Although the high penetration and repetitiveness of Web ads may impress the consumers to a further degree than the traditional forms of ads, negative impacts are unavoidable. Thus, it worths investigation how to best utilize the characteristics of such medium to achieve maximum advertising effectiveness. This research intends to investigate the effectiveness of Web ads with forced exposure through the viewpoint of consistency between the ads and the Web pages.
A lab experiment is designed for this research. It is believed that ad presentation taking into account the design of congruity enhances the effectiveness of the ads which further influences the purchasing intention of consumers. This research is expected to provide practical references for advertisers to help designing and presenting the Web ads with the most appropriate and effective strategy.
中文摘要 i
英文摘要 ii
誌  謝 iv
目  錄 vi
表目錄 ix
圖目錄 xi
第壹章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第貳章 文獻探討 6
第一節 強迫性廣告和重複性 6
第二節 瀏覽經驗與廣告內容一致性 9
第三節 廣告效果 11
一、廣告態度(Aad) 11
二、廣告記憶效果 13
第參章 研究模型與研究假說 14
第肆章 研究方法 17
第一節 變數操作 17
一、自變數 17
二、依變數 19
第二節 研究設計 21
一、實驗設計 21
二、前測 22
三、實驗進行程序 25
第三節 資料分析方法 25
第伍章 資料分析 26
第一節 基本資料分析 26
一、性別 29
二、年齡 29
三、網際網路已有多久時間 29
四、上網(Web)的頻率 29
五、平均每天上網的時間 30
六、瀏覽美食網站經驗 30
七、瀏覽美食網站習慣 30
第二節 信度與效度檢測 31
一、信度 31
二、效度 31
第三節 假說檢定 33
一、強迫性廣告對消費者廣告態度的影響 33
二、強迫性廣告對消費者廣告記憶效果的影響 34
三、廣告與網頁內容一致性程度的調節效果 35
第四節 小結 37
第陸章 結論與建議 38
第一節 研究結果與討論 38
第二節 實務意涵 39
一、廣告呈現型態的選擇 40
二、消費者使用習慣的掌握 41
第三節 研究限制 42
一、網路廣告形態的選擇 42
二、樣本選擇的影響 42
第四節 未來研究方向 43
一、樣本取得的影響 43
二、商品類型的影響 43
三、其他網路廣告類型的研究 43
參考文獻 44
附件一 廣告與網站主題一致性問卷 48
附件二 美食實驗網站頁面 50
附件三 廣告類型圖示 54
附件四 問卷 57
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