WWW廣告之互動品質量表

The Quality of Interactivity to WWW Advertising

10.6226/NTURM2004.15.1.23

耿慶瑞(Ching-Jui Keng)

互動品質 ； WWW廣告 ； 互動性 ； Quality of Interactivity ； WWW Advertising ； Interactivity

臺大管理論叢

15卷1期（2004 / 06 / 01）

23 - 48

繁體中文

本文從消費者的觀點，發展消費者認知互動程度之WWW廣告互動品質量表。首先利用焦點群體確認互動品質概念及衡量方式為消費者對WWW廣告之認知互動程度減去期望的互動程度；接著由互動性相關文獻及焦點群體確認衡量互動程度的構面及項目。經過兩次資料的項目及因素分析得到最後的衡量項目，共有回應與臨場感、控制與對話、個人化、平等性四個構面。整個量表具有好的信度及效度。

This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the focus group interview from consumers to propose the conceptual model. We found there exists quality concept when the consumers interact with www advertising. The quality of interactivity can obtain from the perceptual interactivity and expected interactivity. Then we developed the dimensions and their items of interactive quality from interactivity concept and focus groups. After two-stage data collection and factor analysis, we obtained the final dimensions of the quality of interactivity including responsiveness and presence, control and dialog, personalization, equity that have high reliability and validity.

1. 耿慶瑞(2001)。WWW互動廣告與傳統廣告效果之比較。資訊管理研究，3(1)
   連結：
2. Agnew, Plamer,Anne S. Kellerman(1996).Distributed Multimedia: Technologies, Applications, and Opportunities in the Digital Information Industry: A Guide for Users and Providers.New York:ACM Press.
3. Anderson, Cheri(1996).Interactive Marketing: the Future Present.Lincolnwood, Illionois:NTC business Books.
4. Bertz, Rudy,Michael Schmidbauer(1983).Media for Interactive Communication.Beverly Hills, CA:Sage.
5. Bezjian-Avery,Alexandra M.(1997).Coginitive Processing of Interactive Marketing.Evanston, Illinois:Northwestern University.
6. Bezjian-Avery,Alexandra M,Bobby Calder,Dawn Iacobucci(1998).New Media Interactive Advertising vs. Traditional Advertising.Journal of Advertising Research.
7. Blumer, J. G.,Katz, E.(1974).The Uses of Mass Communication.Beverly hills, CA:Sage.
8. Borsook, A.(1991).ACMSIG CHI Annual Convention.Florida:Orlando.
9. Churchill, Gibert A.(1977).A Paradigm for Developing Better Measures of Marketing Cinstructs.Journal of Marketing Research,16,64-73.
10. Croin, J. Joseph, Jr.,Steven A. Taylor(1992).Measuring Service Quality: A Reexamination and Extension.Journal of Marketing,56,55-68.
11. Cross, Richard,Smith, Janet(1996).Interactive Marketing: the Future Present.Lincolnwood, Illionois:NTC business Books.
12. Dance, F. E. X.(1967).Human Communication Theory.New York, NY:Holt, Rinehart and Winston.
13. Dodds, William B.,Kent B. Monroe(1984).Advances in Consumer Research.UT:Association for Consumer Research.
14. Dreze, Xavier,Zufryden, Fred(1997).Testing Web Site Design and Promotional Content.Journal of Advertising Research,37(2),77-91.
15. Durlak, Jerome T.(1987).Communication Yearbook.Beverly Hills, CA:Sage.
16. Garvin, David A.(1983).Quality on the Line.Harvard Business Revew.
17. Multimedia and Interactive Marketing in the Digital Age
18. Grbing, Davis W.,James C. Anderson(1988).An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment.Journal of marketing Research,25,186-192.
19. Gronroos, Christian(1990).Service Management and Marketing.Lexington, Massachusetts:Lexington Books.
20. Gummesson, E.(1987).Add Value to your Service.Chicago,Ill:AMA.
21. Ha, Louisa,Lincoln E. James(1998).Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites.Journal of Broadcasting & Electronic Media,42,456-473.
22. Heeter, Carrie(1989).Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use.Hillsdale, NJ:Lawrence Erlbaum Accociates.
23. Hoffman, Donna L.,Thomas P. Novak(1996).Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations.Journal of Marketing,60,68.
24. Hoffman, Donna L.,Thomas P. Novak(1997).A New Marketing Paradigm for Electronic commerce.The Internet Society,13,43-54.
25. Holbrook, Morries B.,Kim P. Corfman(1985).Perceived Quality.Lexington, MA:Lexington Books.
26. Jacoby, J.,Jerry C. Olson(1985).Perceived Quality.Lexington, MA:Lexington Books.
27. Kotler, P.,P. N. Bloom(1984).Marketing Professional Services.Englewood Cliffs, N.J.:Prentice-Hall.
28. Ku, Linlin(1992).Impacts of Interactivity from Computer-Mediated Communication in an Organizational Setting: A Study of Electronic Mail.East Lansing, MI:Michigan State University.
29. Lehtien, U.,Lehtien, J(1982).Service Quality: A Study of Quality Dimensions.Service Management Institute:Research Report, Helsinki, Finland.
30. Lehtinen, J.(1983).Customer-oriented Service Firm.Espoo, Finland:WeilinGoos.
31. Lievrouw, Leah A.,T. Andrew Finn(1990).Information and Behavior.New Brunswick, NJ:Transaction Publishers.
32. Maynes, E. Scott(1976).The Concept and Measurement of Product Quality.Household Production and Consumption,40(5),529-559.
33. McGran Wendy L.,Eric B. Allely,Frank J. Toth(1990).The Use of Interactive Media for HIV/AIDS Presentation in Military Community.Military Science,155(6),235-240.
34. McQuail, Sven,Dennis Windahl(1993).Communication Models.
35. Miles, Ian(1992).Contexts of Computer- Mediated Communication.Campus, MD:Harvester Wheatsheaf.
36. Miller, R. H.,J. F. Valee(1980).Towards a Formal Representation of EMS.Telecommunication Policy,4,79-95.
37. Mullich, Joe(1993).Using Multimedia.Business Marketing.
38. Paisly, W.(1983).Computerizing Information: Lessons of a Videotext Trial.Journal of Communication.
39. Palmer, Jonathan W.(1997).Electronic Commerce in Retailing: Differences Across Retail Formats.The Information Society,13,75-91.
40. Parasuraman, A.,Valarie A. Zeithaml,Leonard L. Berry(1988).SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing,64(1),12-40.
41. Parasuraman, A.,Valarie A. Zeithaml,Leonard L. Berry(1985).A Conceptual Model of Service Quality and Its Implications for Future Research.Journal of Marketing.
42. Petty, Richard E.,John T. Cacioppo,David Schuman(1983).Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.Journal of Consumer Research,10,135-146.
43. Powell, Curtis M.(1995).Interactive Marketing Technologies: A Causal Analysis of Consumer Intentions.Tampa, Florida:University of South Florida.
44. Rafaeli, Sheizaf(1988).Advancing Communication Science: Merging Mass and Interpersonal.Bervely Hills, CA:Sage.
45. Rafaeli, Sheizaf(1986).Interactivity: Do Computer Do It differenently.
46. Ramamurthy, K.,William D Haseman,Vichuda Nuipolatoglu(2002).An empirical investigation of the influences of the degree of interactivity on user-outcomes in a multimedia environmen.Information Resources Management Journal,15(2),31-49.
47. Raman, Niranjan V.(1996).Determinants of Desired Exposure to Interactive Advertising.Austin, Texas:University of Texas.
48. Rice, Ronald E.(1984).The New Media: Communication, Research, and Technology.Beverly Hills, CA:Sage.
49. Rice, Ronald E.(1989).Communication Yearbook.Beverly Hills, CA:Sage.
50. Rogers, Everett M.(1986).Communication Technology.New York, NY:The Free Press.
51. Schlosser, A. E.(2003).Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions.Journal of Consumer Research,30,184-198.
52. Spector, Shelley J.(1995).Interactive Multimedia Comes of Age.Public Relations Journal.
53. Williams, Frederick,Ronald E. Rice,Everett M. Rogers(1988).Research Methods and the New Media.New York, NY:the Free Press.
54. Yang, Chung- Chuan(1996).Interactive Advertising and Its Effectiveness: An Exploratory Study of Cross-National Computer Users.Advertising Research.
55. Zaichkowsky, J. L.(1985).Measuring the Involvement Construct.Journal of Consumer Research,12,341-352.
56. Zeithaml, Valarie A.(1988).Consumer Perceptions of Price, Quality, and Value: A Mean-End Model and Synthesis of Evidence.Journal of Marketing.
57. 谷雅慧、林建煌、范錚強(1997)。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。資訊管理研究，1(2)
58. 耿慶瑞(2000)。WWW互廣廣告之互動層次。廣告學研究，15
59. 黃芳銘(2003)。結構方程式理論與應用。台北:五南出版社。

1. 吳政峯(2011)。以社會臨場感觀點探討訊息豐富性對口碑回應之影響。臺北科技大學商業自動化與管理研究所學位論文。2011。1-58。