题名

網路廣告點選的共識地圖與構念評估

并列篇名

Consensus Map of Click-Through and Constructs' Evaluation for Internet Advertisements

DOI

10.6656/MR.2012.31.1.CHI.65

作者

劉明德(Ming-Te Liu)；蔡政安(Cheng-An Tsai)

关键词

網路廣告 ； 點選 ； 隱喻抽取概念技術 ； 理想解類似度順序偏好法 ； 共識地圖 ； Internet Advertisements ； Click-Through ； ZMET ； TOPSIS ； Consensus Map

期刊名称

管理評論

卷期/出版年月

31卷1期（2012 / 01 / 01）

页次

65 - 85

内容语文

繁體中文
中文摘要

網路廣告已被視為一個重要的互動行銷媒介，影響商業的發展，同時也讓廣告業的商業模式產生轉變。網路廣告的呈現方式有許多的創意性，廣告內容也明顯影響網路消費行為，目前網路瀏覽者的消費經驗大幅增加，吸引及喚起瀏覽者的興趣，讓他們第一眼便能看到網頁上的廣告，已成為廣告製作的重要課題。因此掌握瀏覽者點選網路廣告的想法脈絡來進行網路廣告策劃，已成為廣告設計者、廣告主及廣告代理商的共同想法。本研究有別於傳統行銷研究所採用的口語訪談，選擇以圖像為訪談基礎的隱喻抽取概念技術（ZMET）為研究方法，藉由隱喻探究的方式，共抽取34項共同構念，來建立瀏覽者點選網路廣告的共識地圖，此共識地圖呈現瀏覽者的想法核心及對於點選網路廣告的深層思維。共識地圖中的共同構念分為起始構念、連結構念及終結構念等三類，本研究進一步將此三類共同構念運用理想解類似度順序偏好法（TOPSIS）來進行排序，分別求得各分類中共同構念的優先序。此研究結果，可以讓網路廣告設計或策劃依據共同構念的排序，並參照構念間的因果關係，再依據廣告主的想法及商品特色來進行構念交叉搭配，以促成更佳的網路廣告互動，提昇點選率。
英文摘要

Internet advertisements have been considered as an important interactive marketing media to affect business development. They also changed the business model in advertising industry. Internet advertisements have presented in many patens with creativities to affect consumer behavior. The shopping experience of web surfers are increasing obviously at present. The surfers look the internet advertisements on the webpage whether can attract and arouses their interest becoming the critical issue. Therefore how to understand web surfers’ consensus about internet advertisements click-though and ranking has become a common issue for advertising designers, advertising companies and advertisers while they are planning internet advertising. This research used the Zaltman Metaphor Elicitation Technique (”ZMET”) which focuses on pictures instead of traditional linguistically-based in-depth interviews in marketing research. By means of ZMET, 34 common constructs showing web surfers' core thoughts for click-though of internet advertisements were found and used to establish a consensus map. The 34 common constructs are classified into originator constructs, connector constructs and destination constructs and become the basis of the ranking. The technique for order preference by similarity to ideal solution (”TOPSIS”) was utilized to figure out the ranking of different categories. The above-mentioned findings about the causal relation among common constructs and ranking of web surfers' consensus can be utilized in internet advertisements designing or planning. Furthermore, advertisers' thoughts and the characteristics of goods or services must be taken into consideration together with the findings to enhance the interaction of internet advertisement and click-thought rate.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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