臺灣博碩士論文加值系統

一直以來，網路業者對於網路廣告投入相當多的資源，但是，卻很少注意到網路男女消費者對於網路廣告態度是否看法不同。本論文以「網路互動模式」「Interactive Advertising Model」（IAM）, 「推敲可能模式」「Elaboration Likelihood Model」（ELM）,「電腦中介行銷環境理論」「Computer-mediated Hypermedia Marketing Environment」(CME) 及 「滿意理論」「The Gratification Theory」試圖探討男女對於網路廣告的信息內容及呈現方式的感受態度是否有差異。
與網路業者（www.payeasy.com.tw）合作，藉由其購物者資料庫做網路廣告態度的網路問卷調查。
實驗一: 測試男女對於高低涉入程度的物品，若操弄的網路廣告訴求不同，是否他（她）們所反應的網路廣告態度也不同？
實驗二: 測試男女對於高低涉入程度的物品，若操弄的網路廣告互動程度不同，是否他（她）們所反應的網路廣告態度也不同？
實驗三: 測試男女對於高低涉入程度的物品，若操弄的網路廣告媒體生動化程度不同，是否他（她）們所反應的網路廣告態度也不同？
實驗四: 測試男女對於高涉入程度的物品，若操弄的網路廣告訴求順序不同，是否他（她）們所反應的網路廣告態度也不同？
實驗中所操弄的變項有:（1）廣告訴求（理性 / 感性），（2）廣告互動
性（有 / 無），（3）媒體生動化（單一媒體 / 多媒體），（4）廣告訴求順序；干擾
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變項有:（1）產品涉入程度（高 / 低），（2）男女；而依變項則是 「網路廣告態度」。
實驗一、二及三採單變量組間實驗設計；實驗四「探討男女對於網路廣告訴
求若順序不同，其對於廣告的態度是否也不同?」，採用單變量組內實驗設計。
男女對於網路廣告的態度研究結果發現:
1. 男女皆喜歡高涉入程度產品以理性廣告呈現的方式；而低涉入程度產品則以感性廣告呈現。
2. 男性比女性消費者更喜歡理性廣告；而女性比男性消費者更喜歡感性廣告。
3. 男女皆喜歡高涉入程度產品以互動式廣告呈現的方式；而低涉入程度產品則以非互動式廣告呈現。
4. 男性比女性消費者更喜歡互動式廣告；而女性比男性消費者更喜歡非互動式廣告。
5. 男女皆喜歡高涉入程度產品以單一媒體廣告呈現的方式；但是對於低涉入程度產品則不一定喜歡以多媒體廣告呈現。
6. 男性比女性消費者更喜歡單一媒體廣告；但是男性卻不一定比女性消費者不喜歡多媒體廣告。
7. 對於高涉入程度的產品，男性比女性消費者更喜歡理性廣告訴求先、感性訴求後；反之，女性比男性消費者更喜歡感性廣告訴求先、理性訴求後。
針對研究的發現，也提出對於網路業者在網路廣告的管理建議。

While a lot of resources are being spent on Web advertising, there has been little formal empirical research that provides guidelines for effective Web ads for genders. This paper reviews the application of 「Interactive Advertising Model」（IAM）and theories such as, 「Elaboration Likelihood Model」（ELM）,「Computer-mediated Hypermedia Marketing Environment」(CME) and 「The Gratification Theory」 to understand how men and women differ in their evaluation of information content and the visual presentation used in Web advertising.
By using a behavioral online environment database that consists of customer advertising attitude at a Web site along with individual advertising exposure, we measure the impact of appeal of Web ads（experiment 1）, effect of interactivity（experiment 2） , and media vividness（experiment 3）on their advertising attitude and their attitude to different appeal presentation order（experiment 4）.
The study verifies the ELM by examining several variables influencing consumers’
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attitude of Web advertising. These include manipulated variables: （1）Advertising appeals(rational vs. emotional) ,（2）Interactivity（interactive vs. non-interactive）（3）Media vividness(single media vs. media combination), （4）Appeal order（rational first vs. emotional first）; moderators: （1）Level of personal and product involvement（high vs. low） ,（2）Gender（male vs. female）; and dependent variable is “Web advertising attitude” .
For experiment 1, 2 and 3, three independent surveys of Internet users investigated by which between-subject ANOVA experimental designs are used to guide these experiments design. In experiment 4, we try to solve that question:”What is genders’ cognitive preference difference by a different presentation order online advertising appeal?”, A different survey of Internet users investigated by which a 2×2 within-subject ANOVA experimental design is used to guide the research design.
We find the significant relationships between these variables and dependent variables and support the hypothesized tests.
1. For a high-involved product, people will evaluate a rational Web advertising appeal with stronger attitude; and for a low-involved product, people will evaluate an emotional one with stronger attitude.
2. Male than female will evaluate a rational Web advertising appeal with stronger attitude; whereas, female than male will evaluate an emotional one with stronger attitude.
3. For a high-involved product, people will evaluate an interactive Web ad with stronger attitude; and for a low-involved product, people will evaluate a non-interactive one with stronger attitude.
4. Female than male will evaluate a non-interactive ad with stronger attitude; whereas, male than females will evaluate an interactive Web one with stronger attitude.
5. For a high-involved product, people will evaluate a single media Web ad with stronger attitude; however, for a low-involved product, people will not evaluate a media combination one with stronger attitude.
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6. Male than females will evaluate a single media Web ad with stronger attitude; whereas, female than male will not evaluate a media combination one with stronger attitude.
7. For a high-involved product, men will like the Web advertising better when the rational appeal is presented prior（emotional appeal next）to it than when the presentation order is reversed. The same appeal to women; however, will be a reversed result.
Managerial implications for the user of these ad execution cues are discussed and future research suggestions are proposed.

Chinese
Abstract
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English
Abstract
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iii
Acknowledgements
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vi
Contents
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vii
List of Tables
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x
List of Figures
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xi
Chapter 1
Introduction-------------------------------------------------------
1
1.1
Motivation of this Research------------------------------------
1
1.1.1
The Effect of Online User Involvement-----------------------
1
1.1.2
Gender Difference in Internet Use-----------------------------
2
1.1.3
The Effect of Web Advertising Media Types-----------------
3
1.1.4
The Effect of Appeal Order-------------------------------------
4
1.2
Objectives of this Research-------------------------------------
5
Chapter 2
Literature Review and Hypotheses----------------------------
8
2.1
Consumers’ Information Processing---------------------------
10
2.1.1
Elaboration Likelihood Model---------------------------------
11
2.1.2
Computer-mediated Hypermedia Marketing Environment（CME）---------------------------------------------------------
12
2.2
Personal and Product Involvement Response to Web advertising --------------------------------------------------------
13
2.3
Gender Different Evaluation on the Web advertising-------
17
2.3.1
The Gratification Theory----------------------------------------
17
2.3.2
Gender Difference for Attitude with Web Advertising------
19
2.4
Advertising Appeals---------------------------------------------
20
2.4.1
Appeal and Involvement----------------------------------------
26
2.4.2
Gender and Appeal-----------------------------------------------
27
2.5
Web advertising Media Types----------------------------------
28
2.5.1
Web advertising Interactivity-----------------------------------
29
2.5.2
Web advertising Vividness--------------------------------------
31
2.6
Appeal Order Effects--------------------------------------------
33
Chapter 3
Methodology------------------------------------------------------
35
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3.1
Research Framework Overview--------------------------------
35
3.2
Measurement Variables -----------------------------------------
39
3.2.1
Dependent Variable----------------------------------------------
39
3.2.2
Independent Variables ------------------------------------------
39
3.2.3
Moderators -------------------------------------------------------
40
3.2.4
Controlled Variables ------------------------------------------
40
3.3
Polite Test of Experiments--------------------------------------
41
3.3.1
Overview----------------------------------------------------------
41
3.3.2
Pilot test ----------------------------------------------------------
41
3.3.3
Reliability of the Constructs------------------------------------
41
3.4
Main Experiment Procedures-----------------------------------
44
3.4.1
Data Collection---------------------------------------------------
44
3.4.1.1
Experiment 1------------------------------------------------------
45
3.4.1.2
Experiment 2------------------------------------------------------
46
3.4.1.3
Experiment 3------------------------------------------------------
47
3.4.1.4
Experiment 4------------------------------------------------------
48
Chapter 4
Analysis and Results---------------------------------------------
50
4.1
Experiment 1------------------------------------------------------
50
4.1.1
Main Effects of Experiment 1---------------------------------
51
4.1.2
Interactive Effects of Experiment 1----------------------------
51
4.2
Experiment 2-----------------------------------------------------
54
4.2.1
Main Effects of Experiment 2---------------------------------
55
4.2.2
Interactive Effects of Experiment 2----------------------------
55
4.3
Experiment 3------------------------------------------------------
58
4.3.1
Main Effects of Experiment 3---------------------------------
59
4.3.2
Interactive Effects of Experiment 3----------------------------
60
4.4
Experiment 4------------------------------------------------------
63
4.4.1
Main Effects of Experiment 4---------------------------------
65
4.4.2
Interactive Effect of Experiment 4----------------------------
65
Chapter 5
Discussion and Suggestions------------------------------------
67
5.1
Theoretical Discussion------------------------------------------
67
5.2
Managerial Implications----------------------------------------
69
5.3
Limitations--------------------------------------------------------
71
5.4
Suggestions for Future Research-------------------------------
73
References
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Appendix A
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Appendix B
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95
Autobiography
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