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題名:贈獎誘因、品牌差異、個人感官刺激需求對網路廣告效果之影響--一個線準上實驗
書刊名:管理評論
作者:郭貞 引用關係張卿卿 引用關係
作者(外文):Kuo, ChengChang, Chingching
出版日期:2003
卷期:22:4
頁次:頁81-100
主題關鍵詞:廣告誘因品牌態度購買意願感官刺激需求網路廣告線上準實驗IncentivesBrand attitudePurchase intentionSensation seekingInternet advertisingOnline experiment
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:17
  • 點閱點閱:68
國內外許多調查都顯示,有贈獎促銷活動等誘因的網路廣告最受網友的青睞。本研究乃以網路橫幅廣告中的贈獎促銷活動和品牌差異為主要的操弄變項,以線上實驗方式來檢測贈獎誘因、品牌差異、以及個人因素對於網路廣告效果之影響。本研究為了模擬網友在網上瀏覽的真實情境,與國內的知名入口網站蕃薯藤數位資訊公司合作執行,以「網路線上準實驗」方式進行。本研究以蕃薯藤會員名單作為樣本,寄發電子郵件邀請會員參與線上實驗,提供抽獎誘因鼓勵會員的參與意願。在三週的實驗期間共有4683位網友回應,參與本次實驗。 本研究發現感官刺激需求較高者對廣告與品牌的態度都比感官刺激需求低者更正面,尤其對有贈獎誘因的廣告感官需求高者更為偏好。贈獎誘因、品牌差異與感官刺激需求三者間存在顯著的交互效應。換言之,對知名品牌而言,感官刺激需求高者特別偏好有贈獎誘因的廣告;感官需求低者對廣告有無誘因並未呈現廣告態度上的差異性。但是這個現象只出現在受試者對知名品牌的反應,對不知名的新品牌並無此顯著的交互效果。
It has been reported repeatedly that a banner ad with incentives is a very effective device in attracting on-line users' attention and in increasing the click through rate of the ad. This study examined the impact of the presence of incentives, brand differences, and individual's sensation seeking on consumers' attitude toward the banner advertisement, toward the brand and their purchase intention of the advertised brand. With the collaboration of the largest ISP on Taiwan, the researchers conducted an online quasi-experiment in data collection. 4683 people responded to our e-mail invitation and participated in the experiment. Results from the analyses indicated that subjects with a higher level of sensation seeking tended to have more positive attitude toward the banner ad., the advertised brand, and a stronger purchase intention. Two-way and three-way interaction effects were also observed such that subjects with a higher level of sensation seeking showed a more favorable attitude toward the ad., and the advertised brand, however, this effect was significant only when the subjects were exposed to the well-known brand. For those who exposed to a new brand, no differences were found with regard to the presence of incentives.
期刊論文
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15.Arnett, J.(1992)。The Soundtrack of Recklessness: Musical Preferences and Reckless Behavior among Adolescents。Journal of Adolescent Research,7(3),313-331。  new window
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會議論文
1.Li, Hairong(1998)。What Makes Users Click on a Banner Ad: Two Field Experimental Studies of Banner Ad Size, Type and Incentive。沒有紀錄。  new window
2.Piondexter, P. M.(1999)。Xers and Boomers: Are They that Different in Their Relationship to Web Advertising。沒有紀錄。  new window
3.Rodgers, S.、Sheldon, K.(1999)。The Web Motivation Inventory: Reasons for Using the Web and Their Correlates。沒有紀錄。  new window
學位論文
1.賴乃綺(2001)。誘因贈獎式網路廣告效果研究(碩士論文)。國立政治大學。  延伸查詢new window
2.黃于玲(2001)。新聞網站網路廣告訊息之內容分析研究(碩士論文)。國立政治大學。  延伸查詢new window
3.許峻偉(1999)。使用者對網路廣告認知與瀏覽行為之研究(碩士論文)。國立台灣科技大學。  延伸查詢new window
4.楊書成(1998)。全球資訊網廣告內容對廣告效果影響之探討--網路雜誌之實驗室研究(碩士論文)。國立中央大學。  延伸查詢new window
5.許瓊文(1999)。網際網路標題廣告設計上的變化對廣告效果之探討(碩士論文)。彰化師範大學,彰化縣。  延伸查詢new window
6.徐釗欽(2000)。Banner不只是Banner:WWW橫幅廣告訊息內容分析(碩士論文)。輔仁大學。  延伸查詢new window
7.黃馨瑤(2000)。內容網站型態與橫幅廣告表現方式對廣告效果之影響(碩士論文)。國立政治大學。  延伸查詢new window
8.呂允中(1999)。互動式多媒體的特性對於廣告價值、廣告態度、品牌態度以及購買意願的影響(碩士論文)。國立成功大學。  延伸查詢new window
9.紀益榔(1999)。橫幅標題式網路廣告表現方式對品牌印象影響之研究(碩士論文)。國立交通大學。  延伸查詢new window
10.張若怡(2000)。網頁的廣告環境對廣告效果之影響(碩士論文)。東吳大學。  延伸查詢new window
11.谷雅慧(1996)。資訊呈現方式對網路行銷廣告效果之研究--以實驗法探討WWW網路購物情境(碩士論文)。國立中央大學。  延伸查詢new window
12.耿慶瑞(1999)。WWW互動廣告效果之研究(博士論文)。國立政治大學。new window  延伸查詢new window
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14.李佳玲(1997)。產品特質、廣告類型與廣告涉入在網路行銷上之應用分析,沒有紀錄。  延伸查詢new window
15.劉靜梅(1999)。全球資訊網(WWW)網路廣告效果衡量方式之探討,沒有紀錄。  延伸查詢new window
16.徐雍閔(1998)。競爭廣告與減價策略對廣告效果影響之探討-WWW媒體之實驗室,0。  延伸查詢new window
17.陳俊琪(2000)。在不同涉入程度下網頁設計的方式對消費者購買意願、態度及記憶的影響之探討-以行動電話為例,沒有紀錄。  延伸查詢new window
18.簡明哲(1998)。網路廣告之版面位置與注目率關係研究,沒有紀錄。  延伸查詢new window
圖書
1.Zuckerman, Marvin(1994)。Behavioral Expressions and Biosocial Bases of Sensation Seeking。Cambridge University Press。  new window
2.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
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圖書論文
1.Lutz, Richard J.(1985)。Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework。Psychological Processes and Advertising Effects: Theory, Research and Application。Lawrence Erlbaum Associates。  new window
 
 
 
 
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