臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：Understanding Online Intrusive Advertising: A Perspective of Attentional Inertia and Cognitive Engagement
書刊名：商略學報
作者：黃旭立 引用關係／陳弘偉
作者(外文)：Huang, Shiu-li／Chen, Hung-wei
出版日期：2017
卷期：9:4
頁次：頁297-320
主題關鍵詞：網路侵擾式廣告；認知投入；注意慣性；廣告侵擾性；廣告煩躁性；Online intrusive advertising；Cognitive engagement；Attentional inertia；Ad intrusiveness；Ad irritation
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(1) 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:1
  • 共同引用共同引用:0
  • 點閱點閱:8
侵擾式廣告可吸引網路使用者的注意力，但是當使用者感受到侵擾則會覺得煩躁並迴避廣告。因此，如何提升廣告的效果並降低廣告侵擾性是一項重要的議題。本篇研究基於注意慣性理論，探討影響注意慣性的因素以及這些因素對使用者網站內容的認知投入和廣告侵擾性的影響。我們認為當使用者對網站內容產生注意慣性則會高度投入網站內容，使得廣告侵擾性增加。我們以實驗室實驗法驗證研究模型並發現文字內容較圖像內容、前後連貫的內容較前後不連貫的內容更易產生認知投入，進而讓使用者感知較高的廣告侵擾性。本研究的發現可幫助廣告主與廣告服務供應商更有效地投遞網路廣告。
Intrusive advertising has been proposed as one solution to the problem of banner blindness. However, when viewers perceive intrusiveness, they feel irritated and tend to avoid the ads. How to improve ad effectiveness while reducing ad intrusiveness is an important issue. Using attentional inertia theory as a basis, this study investigates the effects of browsing path phases, episode relatedness, and information type on a viewer's cognitive engagement with website content. This study also examines the relationship between cognitive engagement and ad intrusiveness. As a website viewer generates attentional inertia and becomes highly engaged with the content of a webpage, cognitive processing is intensified and an ad is perceived high intrusiveness. A laboratory experiment is conducted to examine the proposed research model. We find that when the viewer is highly engaged in the content, the interruption of the viewer's browsing task increases the viewer's perception of the intrusiveness of the ad. The research findings can help advertisers and ad service providers deliver effective intrusive ads while minimizing the level of ad intrusiveness.
期刊論文
1.Dickey, Michele D.(2005)。Engaging by design: How engagement strategies in popular computer and video games can inform instructional design。Educational Technology Research and Development，53(2)，67-83。  new window
2.Hsieh, Y.-C.、Chen, K.-H.(2011)。How different information types affect viewer's attention on internet advertising。Computers in Human Behavior，27(2)，935-945。  new window
3.Cho, C. H.(2003)。Factors influencing clicking of banner ads on the WWW。Cyberpsychology and Behavior，6(2)，201-215。  new window
4.Jordan, P. W.(1998)。Human factors for pleasure in product use。Applied Ergonomics，29(1)，25-33。  new window
5.Aaker, D. A.、Bruzzone, D. E.(1985)。Causes of Irritation in Advertising。The Journal of Marketing，49(2)，47-57。  new window
6.Becker, J. M.、Klein, K.、Wetzels, M.(2012)。Hierarchical latent variable models in PLS-SEM: Guidelines for using reflective-formative type models。Long Range Planning，45(5/6)，359-394。  new window
7.Macdonald, Emma K.、Sharp, Byron M.(2003)。Management perceptions of the importance of brand awareness as an indication of advertising effectiveness。Marketing Bulletin，14(2)，1-15。  new window
8.Kent, Robert J.、Allen, Chris T.(1994)。Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity。Journal of Marketing，58(3)，97-105。  new window
9.Ho, V. T.、Wong, S. S.、Lee, C. H.(2011)。A tale of passion: Linking job passion and cognitive engagement to employee work performance。Journal of Management Studies，48(1)，26-47。  new window
10.Anderson, D. R.、Choi, H. P.、Lorch, E. P.(1987)。Attentional inertia reduces distractibility during young children's TV viewing。Child Development，58(3)，798-806。  new window
11.Adomavicius, G.、Tuzhilin, A.(2005)。Toward the next generation of recommender systems: A survey of the state-of-the-art and possible extensions。IEEE Transactions on Knowledge and Data Engineering，17(6)，734-749。  new window
12.Burns, J. J.、Anderson, D. R.(1993)。Attentional Inertia and Recognition Memory in Adult Television Viewing。Communication Research，20(6)，777-799。  new window
13.Petter, S.、Straub, D.、Rai, A.(2007)。Specifying formative constructs in information systems research。Management Information Systems Quarterly，31(4)，623-656。  new window
14.Gefen, D.、Rigdon, E. E.、Straub, D.(2011)。An update and extension to SEM guidelines for administrative and social science research。MIS Quarterly，35(2)，iii-xiv。  new window
15.Olney, Thomas J.、Holbrook, Morris B.、Batra, Rajeev(1991)。Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time。Journal of Consumer Research，17(4)，440-453。  new window
16.Hsieh, Y.-C.、Chen, K.-H.、Ma, M.-Y.(2012)。Retain viewer's attention on banner ad by manipulating information type of the content。Computers in Human Behavior，28(5)，1692-1699。  new window
17.Li, H.、Bukovac, J. L.(1999)。Cognitive impact of banner ad characteristics: An experimental study。Journalism and Mass Communication Quarterly，76(2)，341-353。  new window
18.Boksem, M. A. S.、Meijman, T. F.、Lorist, M. M.(2005)。Effects of mental fatigue on attention: An ERP study。Cognitive Brain Research，25(1)，107-116。  new window
19.Bobadilla, J.、Ortega, F.、Hernando, A.、Gutiérrez, A.(2013)。Recommender Systems Survey。Knowledge-Based Systems，46(1)，109-132。  new window
20.Choi, H. P.、Anderson, D. R.(1991)。A temporal analysis of free toy play and distractibility in young children。Journal of Experimental Child Psychology，52(1)，41-69。  new window
21.Chan, J. C. F.、Jiang, Z.、Tan, B. C. Y.(2010)。Understanding Online Interruption-Based Advertising: Impacts of Exposure Timing, Advertising Intent, and Brand Image。IEEE Transactions on Engineering Management，57(3)，365-379。  new window
22.Edwards, Steven. M.、Li, Hairong、Lee, Joo-Hyun(2002)。Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads。Journal of Advertising，31(3)，83-95。  new window
23.Ha, L.(1996)。Observations: advertising clutter in consumer magazines: dimensions and effects。Journal of Advertising Research，36(4)，76-84。  new window
24.Goodrich, K.、Schiller, S. Z.、Galletta, D.(2015)。Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?。Journal of Advertising Research，55(1)，37-50。  new window
25.Hawkins, R. P.、Tapper, J.、Bruce, L.、Pingree, S.(1995)。Strategic and nonstrategic explanations for attentional inertia。Communication Research，22(2)，188-206。  new window
26.Hawkins, R. P.、Pingree, S.、Hitchon, J. B.、Gilligan, E.、Kahlor, L.、Gorham, B. W.、Kolbeins, G. H.(2002)。What holds attention to television? Strategic inertia of looks at content boundaries。Communication Research，29(1)，3-30。  new window
27.Huang, S.-L.(2011)。Designing Utility-based Recommender Systems for E-commerce: Evaluation of Preference Elicitation Methods。Electronic Commerce Research and Applications，10(4)，398-407。  new window
28.Hervet, G.、Guérard, K.、Tremblay, S.、Chtourou, M. S.(2011)。Is banner blindness genuine? Eye tracking internet text advertising。Applied Cognitive Psychology，25(5)，708-716。  new window
29.Jones, S. H.、Johnson, M. L.、Campbell, B. D.(2015)。Hot factors for a cold topic: Examining the role of task-value, attention allocation, and engagement on conceptual change。Contemporary Educational Psychology，42(1)，62-70。  new window
30.Kankanhalli, M. S.、Wang, J.、Jain, R.(2006)。Experiential sampling on multiple data streams。IEEE Transactions on Multimedia，8(5)，947-955。  new window
31.Leong, E. K. F.、Huang, X.、Stanners, P.-J.(1998)。Comparing the effectiveness of the web site with traditional media。Journal of Advertising Research，38(5)，44-51。  new window
32.Lorch, E. P.、Eastham, D.、Milich, R.、Lemberger, C. C.、Sanchez, R. P.、Welsh, R.、van den Broek, P.(2004)。Difficulties in Comprehending Causal Relations Among Children With ADHD: The Role of Cognitive Engagement。Journal of Abnormal Psychology，113(1)，56-63。  new window
33.McCoy, S.、Everard, A.、Polak, P.、Galletta, D. F.(2008)。An experimental study of antecedents and consequences of online ad intrusiveness。International Journal of Human-Computer Interaction，24(7)，672-699。  new window
34.Morimoto, M.、Chang, S.(2006)。Consumers' attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation。Journal of Interactive Advertising，7(1)，1-11。  new window
35.Navon, D.、Miller, J.(2002)。Queuing or sharing? A critical evaluation of the single-bottleneck notion。Cognitive psychology，44(3)，193-251。  new window
36.Rice, M.(1997)。What makes users revisit a website。Marketing News，31(6)，12-13。  new window
37.Ritter, E. A.、Cho, C.-H.(2009)。Effects of Ad Placement and Type on Consumer Responses to Podcast Ads。CyberPsychology and Behavior，12(5)，533-537。  new window
38.Sipe, L. R.(1998)。How picture books work: A semiotically framed theory of text-picture relations。Children's Literature in Education，29(2)，97-108。  new window
39.van Doorn, J.、Hoekstra, J. C.(2013)。Customization of online advertising: The role of intrusiveness。Marketing Letters，24(4)，339-351。  new window
40.Seyedghorban, Z.、Tahernejad, H.、Matanda, M. J.(2016)。Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension。Journal of Advertising，45(1)，120-129。  new window
41.Ying, L.、Korneliussen, T.、Grønhaug, K.(2009)。The effect of ad value, ad placement and ad execution on the perceived intrusiveness of web advertisements。International Journal of Advertising，28(4)，623-638。  new window
42.Webster, J.、Ho, H.(1997)。Audience Engagement in Multimedia Presentations。The DATA BASE for Advances in Information Systems，28(2)，63-77。  new window
43.Wang, J.-C.、Day, R.-F.(2007)。The effects of attention inertia on advertisements on the WWW。Computers in Human Behavior，23(3)，1390-1407。  new window
44.Kahn, William A.(1990)。Psychological conditions of personal engagement and disengagement at work。Academy of Management Journal，33(4)，692-724。  new window
45.Rothbard, N. P.(2001)。Enriching or depleting? The dynamics of engagement in work and family roles。Administrative Science Quarterly，46(4)，655-684。  new window
46.Chatterjee, P.(2008)。Are Unclicked Ads Wasted? Enduring Effects of Banner and Pop-Up Ad Exposures on Brand Memory and Attitudes。Journal of Electronic Commerce Research，9(1)，51-61。  new window
47.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
48.Appleton, J. J.、Christenson, S. L.、Furlong, M. J.(2008)。Student engagement with school: Critical conceptual and methodological issues of the construct。Psychology in the Schools，45(5)，369-386。  new window
49.Jarvis, Cheryi B.、Mackenzie, Scott B.、Podsakoff, Philip M.(2003)。A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research。Journal of Consumer Research，30(2)，199-218。  new window
50.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
51.Li, H. R.、Edwards, S. M.、Lee, J. H.(2002)。Measuring the intrusiveness of advertisements: Scale development and validation。Journal of Advertising，31(2)，37-47。  new window
52.Sledgianowski, D.、Kulviwat, S.(2009)。Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context。Journal of Computer Information Systems，49(4)，74-83。  new window
會議論文
1.Benway, J. P.(1998)。Banner Blindness: The Irony of Attention Grabbing on the World Wide Web。The Human Factors and Ergonomics Society 42nd Annual Meeting。Chicago, Illinois。  new window
圖書
1.Fogg, B. J.(2003)。Persuasive technology: Using computers to change what we think and do。San Francisco, CA：Morgan Kaufmann。  new window
2.Davenport, T. H.、Beck, J. C.(2001)。The Attention Economy: Understanding the New Currency of Business。Harvard Business Review Press。  new window
3.Luria, A. R.(1966)。Human Brain and Psychological Processes。New York：Harper and Row。  new window
4.Nunnally, Jum C.、Bernstein, Ira H.(1994)。Psychometric Theory。McGraw-Hill。  new window
其他
1.Csikszentmihalyi, Mihaly(1992)。Flow: The Psychology of Optimal Experience. New York, NY:。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：233（臺灣：228，外國：5） ／ 本年度總使用人次：2344557 ／ 訪客人次（自102年09月）：68138295
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上