臺灣博碩士論文加值系統

本研究主要目的在探討互動式多媒體其互動性、娛樂性、等待時間對於廣告價值所產生影響，進而影響廣告態度與品牌態度，最後影響消費者的購物意願；同時也探討網路交易的安全性認知對購物意願的影響。
本研究主要根據Ducoffe於1996年提出的廣告價值模式，加入新的自變數即互動性與等待時間，重新探討網路的廣告價值。結果發現，互動性與娛樂性對於廣告價值產生顯著的正向影響，而等待時間雖然不具有直接顯著的影響，但其透過與娛樂性的相互作用會加強對廣告價值的影響力。廣告價值對於廣告態度與品牌態度的影響都是顯著的；而廣告態度與品牌態度也對購買意願產生正向影響。受測者對於網路安全性認知與一般商家購物安全性認知產生顯著的差異性，受測者因不信任網路、擔心信用卡卡號被盜、看不到成品、不信任商家等原因，大幅降低利用網路購物的意願。
本研究有別於國內之相關研究，改以產品實測、網站實測的方式實際驗證，以瀏覽指定網站同步填答問卷的實際操作過程，模擬消費者實際上網觀賞廣告、評估、進而影響購物意願；由此提供了網路廣告研究的新方式，針對實際網站衡量受測者實際對其廣告的感受，大幅提高本研究模式的說服力。未來隨著網路的發達將可以如此的實證研究方式發展更多元的廣告價值、廣告態度模式與消費者購物決策模式。

The main purpose of this study is to investigate the impact of interactive multimedia on advertising value, advertising attitude, brand attitude, and purchase intention. The conceptual model of this study is primarily drawn from the advertising value model proposed by Ducoffe(1996).
This study modifies Ducoffe’s (1996) model by adding variables such as interactive and waiting time into the advertising value model. In addition, this study also includes the perception of safety in exchange through internet as an influencer of purchase intention. The results show that interactive and entertainment have significant positive impact on advertising value, which in turn, correlates positively with advertising attitude and brand attitude significantly. Also, advertising attitude, brand attitude, and the perception of safety correlate positively with purchase intention significantly. Although waiting time does not have a significant impact on advertising value, however, the interaction effect between waiting time and entertainment on advertising value is significant at a 0.05 level. That is, it seems that waiting time moderates the effect of entertainment on advertising value.
This study differs from relating research is that actual product and web site were used in the experiment. Participants answered the questionnaire items while browsing through the web site as instructed. It simulates the process how consumers utilize web site and assess the advertisements, which in turn, changes purchase intention. This study provides an alternative way to investigate the advertising value on the internet perceived by consumers. Thus, the gap between research findings and actual purchases can be improved. In the future, We can develop more pluralistic models of advertising value, advertising attitude, and customers purchasing.

目錄
中文摘要……………………………………………………………I
英文摘要……………………………………………………………II
表目錄………………………………………………………………IV
圖目錄………………………………………………………………V
第一章 緒論………………………………………………………1
第二章 文獻探討…………………………………………………4
第一節 何謂互動式多媒體………………………………………4
第二節 互動性與等待時間………………………………………4
第三節 廣告價值…………………………………………………7
第四節 品牌態度…………………………………………………10
第五節 廣告態度…………………………………………………12
第六節 網路安全性………………………………………………15
第七節 研究架構…………………………………………………17
第三章 研究方法…………………………………………………18
第一節 變數的操作型定義………………………………………18
第二節 實驗設計…………………………………………………21
第三節 實驗、問卷設計與前測…………………………………24
第四節 正式研究步驟……………………………………………36
第四章 研究結果分析與討論……………………………………38
第一節 問卷回收與資料處理…………………………………38
第二節 問卷信度與效度…………………………………………42
第三節 假設驗證與討論…………………………………………46
第五章 結論與建議………………………………………………57
第一節 結論………………………………………………………57
第二節 研究貢獻…………………………………………………62
第三節 研究限制與對未來研究之建議…………………………64
參考文獻……………………………………………………………67
附錄一 第一次產品前測
附錄二 第二次產品前測
附錄三 前測問卷
附錄四 第二次前測問卷
附錄五 正式研究問卷

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台灣網路資訊中心。http://www.twnic.net/chinese.html。
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