臺灣博碩士論文加值系統

隨著科技發達，網路已成為日常生活的一部份。網路使用者在瀏覽網頁時，經常看見許多形形色色的網路廣告，網路使用者受到網路廣告的刺激後，產生何種的知覺，這些知覺又將如何影響網路使用者對網路廣告的態度，進而影響其點擊行為。此外，不同國家的網路使用者，在其熟悉的領域瀏覽網頁，所看到的網路廣告亦不相同，因此產生的知覺也不相同。
本研究目的在藉由多群組結構方程模式(Multi-group Structure Equation Modeling)，探討不同國家的網路使用者，對於網路廣告的知覺、態度、點擊行為的關連性。分析結果顯示，網路廣告給人們的信賴度，影響台灣網路使用者的態度最甚。網路廣告帶來的娛樂性，影響加拿大網路使用者的態度最甚。而網路廣告提供的資訊性，是影響美國網路使用者之態度的最重要因素。而態度又進而影響網路使用者的點擊行為。
本研究透過多群組結構方程模式，嘗試將網路廣告市場做區隔，提供網路廣告業者參考，針對不同地區的網路使用者，設計出適合該地區網路使用者瀏覽之廣告，以達廣告之最大效益。

As the development of technology, the Internet has become a part of everyone’s life. When web users are using the Internet, they often see many kinds of advertisements. As they see the internet advertisement, Web users have their own perception toward the Internet advertising. Furthermore, web users in different countries have their own experience in browsing the websites and they see many kinds of Internet advertisings. Therefore, web users among different countries have different perception toward the Internet advertising.
This study aims to find a relationship between web users’ perception, attitudes and behavior of clicking by using Multiple Group Structural Equation Modeling. Findings show that the trustworthiness is the most important factor which affects the attitudes of Taiwan respondents. The entertainment of the Internet advertising majorly affects the attitudes of Canada respondents. Informativeness is confirmed to be the most effective factor toward attitudes of American respondents.
This study uses Multiple Group Structural Equation Modeling to make a marketing segmentation. It provides a reference to an advertisement supplier to design different advertisements to attract people in different country and make good revenue.

List of Tables VI
List of Figures VII
Chapter 1. Introduction 1
1.1 Background and Motivation 1
1.2 Objectives 1
1.3 Objects 2
1.4 Procedure 2
Chapter 2. Literature Review 3
2.1 Internet Advertising 3
2.2 Consumers’ Perceptions 4
2.2.1. Informativeness 4
2.2.2. Entertainment 5
2.2.3. Irritation 5
2.2.4. Trustworthiness 6
2.3 Consumers’ Attitudes and Behavior of Clicking Toward 6
Internet Advertising 6
2.4 Links Among Consumers’ Perceptions and Attitudes Toward 7
Internet Advertising 7
2.5 Cross Cultural Comparison 10
Chapter 3. Methodology 12
3.1 Conceptual Framework 12
3.2 Research Hypotheses 13
3.3 Research Designs 13
3.3.1. Questionnaire Deign 13
3.3.2. Sampling Design 15
3.4 Data Analysis Procedures 15
3.4.1. Reliability and Validity 15
3.4.2. Analysis of Variance 17
3.4.3. Multiple-Group Structural Equation Modeling 18
Chapter 4. Analysis Results 23
4.1 Descriptive Statistics 23
4.2 Reliability 24
4.3 Discriminant Validity 26
4.4 Convergent Validity 28
4.5 Analysis of Variance 31
4.6 Multiple-Group Structural Equation Modeling 32
4.6.1. Overall Model Fit 34
4.6.2. Path Results 34
4.6.3. Model Comparison 36
Chapter 5. Conclusions 37
5.1 Conclusions 37
5.2 Suggestions 39
5.3 Limitations 40
Reference 41
Appendix 46
A. Cronbach’s α and Item-to-Total Correlation in Each Construct 46
B. Questionnaire 48
C. Questionnaire (English) 51 

Chinese
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