本研究主要探討在網路環境下的人機互動結果、消費者涉入及特定廣告態度三者間的關係模式。依實驗結果顯示，消費者對於人機互動結果感受愈愉悅或愈傾向搜尋更多不同資訊，則其對特定網路廣告會產生較高的喜愛程度。此外，對特定網路廣告之「訊息、手法、持續關注」投入愈高之消費者，會藉由互動過程所產生的愉悅、搜尋及控制行爲結果，轉換成對該特定網路廣告之正面認同與態度。本研究最後提出對企業實務上建議。

This research mainly examined the relationships among human-computer interaction, consumer involvement and attitude toward the ad. A lab experiment was adopted. Research findings showed that the consequences of human-computer interaction had a positive relationship with internet information research and tended to produce more positive attitude toward the Ad (Aad). Consumers with higher involvement on the Ad's content, context, and enduring involvement were likely to have more pleasure, search behavior and control behavior. And, as a result, the consumers were inclined to have more positive Aad. Based on the research finings, several suggestions were made to practitioners.