臺灣博碩士論文加值系統

In recent years, due to the increase in Internet users and online purchases, Internet advertising has become one of the important channels for advertisers to communicate product information to consumers.
This study is an attempt to examine factors that might influence the ad effectiveness on the consumers on different ad appeals based on different emotional responses, personality traits and product involvement on different product categories. We investigate the ways of improving banner advertising effectiveness by suggesting alternative advertising strategies in vary ad appeals, product categories and product involvement.
As product involvement with advertising, different products and buying intention has been an important topic for research and discussion for decade. Product involvement, especially, has attracted researchers’ attention and has been studied under various conditions and frameworks. This study focuses on online advertising and addresses the dimensionality of product involvement construct and the moderating effect of involvement on consumers’ emotional responses and ad appeals. Using a sample of 714 subjects, the study shows that different ad appeals don’t have any effect on emotion response while the on emotion response has effect on purchase intention, click intention and impulsive buying intention.

ABSTRACT I
TABLE OF CONTENTS II
LIST OF TABLES IV
LIST OF FIGURES V
CHAPTER 1. INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH MOTIVATION AND PURPOSE 3
1.3 RESEARCH PROCEDURE 4
CHAPTER 2. LITERATURE REVIEW 5
2.1 INTERNET BANNER ADS 5
2.2 AD APPEALS 5
2.3 EMOTIONAL RESPONSES 6
2.4 PRODUCT INVOLVEMENT 6
2.5 PERSONALITY TRAITS 7
2.6 PRODUCT CATEGORIES: SEARCH, EXPERIENCE & CREDENCE (SEC) 8
2.7 BANNER ADS EFFECTIVENESS 10
2.8 IMPULSIVE BUYING INTENTION 11
CHAPTER 3. RESEARCH METHODOLOGY 12
3.1 STIMULUS-ORGANISM-RESPONSE MODEL 12
3.2 RESEARCH FRAMEWORK 13
3.2 PRODUCT CATEGORIES PRETEST 13
3.3 AD APPEAL PRETEST 18
3.4 EXPERIMENTAL DESIGN 18
3.5 EXPERIMENTAL PROCEDURE 20
3.6 MEASUREMENT 20
CHAPTER 4. DATA ANALYSIS AND RESULTS 24
4.1 SAMPLE DEMOGRAPHICS 24
4.2 TEST OF RELIABILITY AND VALIDITY 27
4.3 MANIPULATION CHECK 30
4.4 PRELIMINARY DATA ANALYSIS 31
4.5 HYPOTHESES TESTING 32
CHAPTER 5. CONCLUSION 35
5.1 CONCLUSION AND DISCUSSION 35
5.2 IMPLICATION AND CONTRIBUTION 35
5.3 FUTURE RESEARCH DIRECTION AND LIMITATION 36
REFERENCES: 38
APPENDIX 42

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