WWW互動廣告效果之研究__臺灣人文及社會科學引文索引資料庫

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題名：	WWW互動廣告效果之研究
書刊名：	管理學報
作者：	耿慶瑞／黃思明／洪順慶
作者(外文)：	Keng, Ching-jui／Hwang, Syming／Horng, Shun-ching
出版日期：	2002
卷期：	19:1
頁次：	頁1-39
主題關鍵詞：	互動廣告；互動層次；瀏覽行為；產品類型；廣告效果；Interactive advertising；Levels of interactivity；Navigation behavior；Product type；Advertising effectiveness
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(10) 博士論文(5) 專書(0) 專書論文(0) 排除自我引用:6 共同引用:18 點閱:108

WWW提供了一種與傳統環境不同的行銷溝通模式，而WWW上商業及廣告活動持續增加，但相關互動廣告效果衡量實證研究卻缺乏，所以引發本研究探討WWW互動廣告效果的動機。本研究主要分析WWW互動廣告互動程度與廣告效果的關係；不同的行為（目標導向行為﹑衝浪式瀏覽行為），不同的產品類型（搜尋產品﹑經驗產品）之下，WWW互動廣告互動程度與廣告效果的關係是否會受到影響。實驗結果顯示，WWW互動廣告互動層次越高，消費者願意投入資源越多；瀏覽行為不同，產品類型不同，WWW互動廣告不同互動層次的廣告效果亦不同。

以文找文

The objective of this research is to explore the effects of WWW interactive advertising. The study conducted experiment method, using four interactivity levels of advertisement as experimental group and using navigation behavior and product types as mediators to find the effects of interactivity on advertisement. From the log files of our experiment, we found the higher the level of interactivity of a WWW interactive advertisement, the more personalization information that can reduce the searching time this ad provides. This evidence supports the fundamental hypothesis: The higher the level of interactivity of a WWW interactive advertisement, the more resource allocated by the consumer. There also exists a three-way interaction among navigation behavior, product types and levels of interactivity on advertising effectiveness.

以文找文

期刊論文
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會議論文
1.	Borsook, A.(1991)。Addressing the Power of Interactivity for Instruction。Orlando, FL。

研究報告
1.	Gibbs, Bruce R.(1996)。Multimedia and Interactive Marketing in the Digital Age。University of Washington。
2.	Gronnes, Peter、Barker, Christian(1996)。Advertising on the WWW。Copenhagen, Denmark。

學位論文
1.	Heeter, C.(1986)。Perspectives for the development of research on media systems(博士論文)。Michigan University，East Lansing, Michigan。
2.	Ku, Linlin(1992)。Impacts of Interactivity from Computer-Mediated Communication in an Organizational Setting: A Study of Electronic Mail(博士論文)。Michigan State University，East Lansing, MI。
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圖書
1.	Schmidbauer, Michael、Bertz, Rudy(1983)。Media for Interactive Communication。Beverly Hills, CA：Sage。
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其他
1.	Hoffman, Donna L.，Novak, Thomas P.(1996)。New Metrics for New Media: Toward the Development of Web Measurement Standards，http://ecommerce.vanderbilt.edu/papers.html，。
2.	Rafaeli, Sheizaf(1986)。Interactivity: Does Computer Do it Differently，0。

圖書論文
1.	Nelson, Philip J.(1976)。Economic Value of Advertising。Advertising and Society。New York, NY：New York University Press。
2.	Rafaeli, Sheizaf(1988)。Interactivity: From New Media to Communication。Advancing Communication Science: Merging Mass and Interpersonal Processes。Sage。
3.	Anderson, C.(1996)。Computer as audience。Interactive marketing: The future present。Lincolnwood, IL：NTC business Books。
4.	Dance, F. E. X.(1967)。A Helical Model of Communication。Human Communication Theory。New York, NY：Holt, Rinehart and Winston。
5.	Heeter, C.(1989)。Implications of new interactive technologies for conceptualizing communication。Media Use in the information Age: Emerging Patterns of Adoption and Consumer Use。Hillsdale, NJ：Erlbaum。
6.	Rice, Ronald E.(1984)。Development of New Media Research。The New Media: Communication, Research, and Technology。Beverly Hills, CA：Sage。
7.	Bagozzi, Richard P.(1979)。Toward a Formal Theory of Marketing Exchange。Conceptual and Theoretical Developments in Marketing。Chicago：American Marketing Association。
8.	Anand, Punam、Sternthal, Brian(1989)。Strategies for Designing Persuasive Messages: Deductions from the Resource-Matching Hypothesis。Cognitive and Effect Responses to Advertising。Lexington, MA：Lexington Books。
9.	Haugtvedt, Chris P.、Priester, Joseph R.(1997)。Conceptual and Methodological Issues in Advertising Effectiveness: An Attitude Strength Perspective。Measuring Advertising Effectiveness。Mahwah, NJ：Lawrence Erlbaum Associates。

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