網路科技發展雖然能適時地加速廣告產業的變革，惟創意才是帶動產業業績持續成長的萬靈丹。本研究目的在於探討過往評價廣告創意的準則，是否仍適用於今日數位廣告時代之嶄新或獨特創意，進而建構一衡量此類數位廣告創意的各評價構面與準則。研究分為兩個階段：第一階段藉由專家訪談彙整有關且較為廣泛的數位廣告創意評估項目，第二階段則以問卷調查和探索性因素分析萃取重要的評量因子。而研究結果得出：數位廣告創意評價層級可歸納為4個構面和15項準則，第一個構面為「擴散性」，包括「原創的」、「與眾不同的」、「令人吃驚的」、「有魅力的」和「富有想像的」5項準則；第二個構面為「改變」，包括「具有改變行為的」、「有邏輯的」、「有說服力的」和「有影響力的」4項準則；第三個構面為「實效性」，包括「與品牌具有相關性的」、「與產品有連結的橋樑」和「具有品牌正面體驗的」3項準則；最後，第四個構面為「互動」，包括「具有參與的」、「具有娛樂性的」和「互動性的」3項準則。其中「擴散性」和「實效性」是創意廣告評價的兩個核心構面，而新注入的「改變」和「互動」則可適切滿足數位廣告創意評價之完整和所需。最後，此研究成果將可提供設計產學界於進行數位廣告設計時，於概念發展階段以為設計創意適切性之衡量標準。

The rapid growth of network provides a change in the advertising industry from time to time, but the essential factor that triggers the growth is actually creativity. This paper focuses on the key dimensions and criteria used to evaluate creativity as well as its usability in the current digital advertising design. The study proceeds with two main steps: evaluate the criteria through experts interview and extract the key elements through exploratory factor analysis and questionnaire survey. The research outcome includes the hierarchy structure of assessment on the creativity of digital advertising design which can be structured into 4 dimensions and 15 criteria. The first dimension is associated with ＂divergence＂ composed of ＂original＂, ＂unique＂, ＂startling＂, ＂attractive＂, and ＂imaginative＂ evaluation criteria. The second dimension is related to ＂change＂ including ＂change behavior＂, ＂logic＂, ＂persuasive＂, and ＂affect＂ criteria. The third dimension is referred to ＂utility＂ consisting of ＂relevance＂, ＂connection＂, and ＂experience＂ as its criteria. The fourth dimension is connected to ＂interaction＂ containing ＂engagement＂, ＂entertainment＂, and ＂interaction＂ evaluation criteria. Moreover, ＂divergence＂ and ＂utility＂ are considered as the core factors on assessing creativity, and with the addition of ＂change＂ and ＂interaction＂ dimensions, the creativity on digital advertising design can be properly evaluated in order to reach its requirements. The results of this study can provide actual evaluation dimensions and criteria to the design industry on the process of digital advertising design.