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研究生:陳正宣
研究生(外文):Cheng-Hsuan Chen
論文名稱:線上旅遊網站橫幅廣告之顏色對點閱意願及廣告態度影響之研究—以性別為干擾變數探討
論文名稱(外文):The Affection of Color in Online Tourism Websites’ Banner Ad toward Clickthrough Willingness and The Attitude Toward the Ad: A study of Gender as Moderator Variable
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Shao-Cheng Cheng
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2009
畢業學年度:98
語文別:中文
論文頁數:83
中文關鍵詞:橫幅廣告顏色性別點閱意願廣告態度
外文關鍵詞:bannercolorgenderclickthrough willingnessattitude toward the ad
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網際網路之快速發展,造就了電子商務的崛起,而廣告也從傳統的電視、廣播等媒介發展至網路。然面對眾多競爭者,網站業者如何成功吸引瀏覽者的注意力,將變成一大經營課題。是故,本論文主要目的在於了解何種橫幅廣告之顏色在旅遊網站中具有較佳的點閱意願及廣告態度。同時將性別視為干擾變數並納入討論,以期藉由釐清橫幅廣告顏色、性別兩者對於點閱意願及廣告態度之關係。
本研究採用2(顏色)× 2(性別)的實驗設計,並透過問卷發放之方式進行資料收集。分析驗證結果發現,暖色系之橫幅廣告對於網路瀏覽者具有較佳之點閱意願及廣告態度;而性別之干擾效果則皆呈現不顯著之結果。由此可知,企業不論是在刊登實體廣告或網路廣告時,皆
應該增加暖色系之使用比例,藉此達到激勵的作用,同時也提高廣告刊登之效果。
此外,性別為干擾變數方面,根據本研究之發現,瀏覽者對於橫幅廣告顏色之選擇不因性別而有所差異,故建議企業在建立橫幅廣告時,應考慮其他市場區隔之方式,如收入、使用頻率等方式,而非傳統認知上以性別為主要重心。
The e-commerce emerges because of the rapid development of Internet. So as advertising, it transits form traditional media like television or broadcast to Internet. Since this particular media has much more available to access for either competitors or consumers, how to catch the online surfers’ attention is now becoming the mainly issue for each website runner. Therefore, this study tends to figure out what kind of color a banner ad embedded in a website generates the better clickthrough willingness and the attitude toward the ad. Meanwhile, this study treats gender as moderate effect and discusses how the banner ad’s color and surfers’ gender affect the advertising effectiveness.
This study conducted with 2 (blue and red)×2 (male and female) factorial experiment design and data collected from structured questionnaires. The result shows the surfers have better clickthrough willingness and higher attitude toward the ad for the banner ad with warm colored, though the gender moderate effect here is statistically insignificant This however means that whenever the corporate advertises with physical or virtual advertising, the ad’s color better be designed with more proportions of warm color in order to arouses better clickthrough willingness and higher attitude toward the ad achieving better advertising effectiveness.
Albeit the result of insignificances in gender moderate effect, this study sug-gests the corporate should consider some other segmentation criteria like consumer income, frequency of use, etc., instead of mainly focus on gender in traditional way designing for a banner ad.
中文摘要....................... iii
英文摘要....................... iv
誌謝辭........................ v
內容目錄...................... vi
表目錄....................... viii
圖目錄....................... x
第一章  緒論................... 1
第一節  研究背景............... 1
第二節  研究問題與目的............ 4
第三節  研究產業............... 7
第二章  文獻探討................. 10
第一節  顏色.................. 10
第二節  性別.................. 16
第三節  網路廣告類型............. 20
第四節 點閱意願............... 25
第五節 廣告態度............... 27
第三章  研究方法................. 32
第一節  研究架構............... 32
第二節  變數之操作性定義........... 33
第三節  研究假設............... 34
第四節  研究設計............... 37
第五節  統計分析方法............. 39
第四章  研究結果分析與討論............ 40
第一節  信度分析............... 40
第二節  回收樣本特性分析........... 42
第三節
橫幅廣告之顏色對於點閱意願影響之分析..................
46
第四節
橫幅廣告之顏色對於廣告態度影響之分析..................
48
第五節 性別對於橫幅廣告點閱意願影響之分析..................
50
第六節 性別對於橫幅廣告態度影響之分析..................
52
第七節
在不同性別下,橫幅廣告之顏色對於點閱意願影響之分析............
53
第八節
在不同性別下,橫幅廣告之顏色對於廣告態度影響之分析............
55
第五章  結論與建議................ 58
第一節  研究假設之成立情形.......... 58
第二節  研究意涵............... 59
第三節  管理實務建議............. 61
第四節  研究限制與未來研究方向........ 62
參考文獻...................... 64
附錄A....................... 78
附錄B....................... 81
一、中文部分

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