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題名：網路廣告效果之因果模式
作者：戴軒廷
作者(外文)：Hsuan-Ting Tai
校院名稱：中華大學
系所名稱：科技管理研究所
指導教授：馬恆
學位類別：博士
出版日期：2004
主題關鍵詞：網際網路廣告；呈現方式；廣告效果；廣告態度；涉入程度；Internet advertisement Internet advertisement；presentation mode；advertising effectiveness；attitude toward the advertisement；involvement
原始連結：連回原系統網址new window
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本文旨在了解廣告效果的因果關係，實証網際網路之廣告情境，探討不同「網頁內容型態」(包括娛樂導向、學習導向與新聞導向)與不同「網路廣告呈現方式」對網路廣告效果的影響，以及網頁內容涉入度、傳播媒體偏好和個人背景變數等干擾變數對此因果關係的影響。
由於研究情境是在網路媒體的環境下，為了測量網路廣告的說服效果，故受試者必定是曾瀏覽過網頁之Internet 使用者。為了能真實測量出網友們對網路廣告的經驗及認知，故研究方法選擇外部效度最佳的實地調查法(field survey)，並以隨機法抽樣及因變數納入法來「控制」其他的干擾變數。
本研究採問卷調查法，實地隨機抽樣調查國內587位使用網際網路的民眾，以本研究自編的網路廣告及網路使用量表為調查工具，以了解受試者對網路廣告之認知、情意及行動三個階段說服的反應。所得資料以描述性統計、單因子多變量變異數分析、二因子多變量變異數分析、LISREL等統計法進行資料分析。
此外，本研究亦採橫斷面研究設計，建構網路廣告態度衡量指標。 以先導研究(N=98)及正式研究(N=587)二階段的信度與效度檢定，最終發展出精緻化網路廣告之態度量表。在正式問卷調查階段，係以隨機抽樣方式來「控制」個人背景等干擾變數。資料分析亦分探索及驗証二個階段，其中，探索性因素分析用SPSS來進行，驗証階段改以LISREL測量模式來分析，並將樣本以隨機方式分成二組來三角驗証態度量表的穩定性，最後求得網路廣告態度之衡量指標，共有：確實性、屈辱感、干擾性、厭惡感四個構面。
本研究資料分析的結果發現：
一、 網路廣告有助於銷售效果
二、 網頁內容型態會影響網路廣告效果
三、 網頁內容型態與廣告呈現方式的交互作用會影響網路廣告效果
四、 廣告呈現方式對網路廣告效果的影響力，是所有影響因素中最強的。
五、 廣告說服三階層模式仍適用在網路廣告行銷
六、 六種廣告呈現方式中，橫幅廣告最值得採用，動畫式廣告最有吸引力，但卻最沒有說服力。
七、 男性比女性更易受到網路廣告的說服而上網交易。
八、 本研究自編網路廣告態度量表信度及效度高，可當廣告效果之衡量指標。
九、 國內與美國兩國民眾對網路廣告態度有程度上差異。
最後本研究根據研究結果，對網路廣告提出各項建議，供廣告主及未來研究之參考。
This research is to demonstrate evidence-based Internet advertisement scenarios: the impacts, from dissimilar “contents and types of webpage” and diverse “presentation modes of advertisement”, on five indexes of advertising effectiveness. 587 interviewees are randomly sampled on-site for the survey of the persuaded response to three phases of Internet advertising effectiveness — cognition, affection and action. Three interference variables, “content involvement of webpage”, “media users’ behavior” and “personal background information”, are brought into the study structure.
From the study results, we find some facts: (1) both casual models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes → advertisement effectiveness”, are supported; (2) “contents and types of webpage” has significant impacts on advertisement clicking, memory effectiveness and general attitude toward the advertisement; (3) the influence on advertising effectiveness from “presentation modes of advertisement” is the most powerful of all influence factors; (4) Among six presentation modes, the banner advertisement is identified as the most valuable for adoption while the animated ads advertisement are the most attractive but lacks for persuasion; (5) three interference variables, “involvement”, “media users’ behavior” and “age level” yield reciprocal influence on two causal models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes → advertising effectiveness”, respectively; (6) males are more likely persuaded by Internet advertisement into shopping online than females; and (7) the highly involved excel the lowly involved in advertisement clicking, memory effectiveness, the attitude toward the advertisement and toward the advertisement agent, and online shopping frequency.
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