資訊呈現方式、回饋機制對活動式網路廣告效果影響之研究

The Effect of Information Presentation and Feedback Mechanism on the on-line Advertisement Combined with Campaign

10.29767/ECS.200606.0003

吳肇銘(Chao-Ming Wu)

網路行銷 ； 網路廣告 ； 網路活動 ； 回饋機制 ； 資訊呈現方式 ； on-line marketing ； on-line advertisement ； on-line campaign ； feedback ； information presentation

Electronic Commerce Studies

4卷2期（2006 / 06 / 30）

181 - 209

繁體中文

網路廣告究竟應該如何設計，方能實現出預期的廣告效果，一直是網路行銷中一個非常重要的研究議題。而為了獲得比較好的廣告效果，有越來越多的網路廣告開始結合著促銷活動，推出所謂的「活動式網路廣告」。而為了瞭解「活動式網路廣告」中，廣告資訊呈現方式、問卷填答回饋機制與網友廣告態度、品牌態度、購買意願間之關係，本研究透過實地實驗，針對前述關係進行分析與驗證。主要研究結果如下：(1)「廣告資訊呈現方式」不會對廣告態度、品牌態度產生影響效果；(2)「回饋資訊複雜度」會對廣告態度、品牌態度產生影響效果；(3)「再試」的有、無，會對廣告態度、品牌態度產生影響效果；(4)「廣告資訊呈現方式」與「回饋資訊複雜度」的交互作用，會對廣告態度產生影響效果，但不會對品牌態度產生影響效果；(5)「廣告資訊呈現方式」、「再試」的交互作用，不會對廣告態度產生影響效果，但會對品牌態度產生影響效果；(6)「回饋資訊複雜度」、「再試」的交互作用，會對廣告態度、品牌態度產生影響效果；(7)「廣告資訊呈現方式」、「回饋資訊複雜度」、「再試」的交互作用，會對廣告態度、品牌態度產生影響效果；(8)實施活動式網路廣告時，網友的廣告態度與品牌態度會對其購買意願產生影響效果；(9)實施活動式網路廣告時，網友的廣告態度會對其品牌態度產生影響效果。

It is a critical research issue to study how to design the on-line advertisement to attain the expected effect. In order to attain the better effect, there are a lot of on-line advertisements which combine with the sale-promotion campaigns to be ”on-line advertisement combined with campaign”. This study intends to realize and confirm the relationship between ”information presentation”, ”feedback mechanism”, ”attitude toward the advertisement”, ”attitude toward the brand”, and ”intension to purchase” in the case of the on-line advertisement combined with campaign. After a field experiment and data analysis, the main conclusions are following: (1) ”Information presentation” has no effect on ”attitude toward the advertisement” and ”attitude toward the brand”; (2) ”Complexity of information feedback” has effect on ”attitude toward the advertisement” and ”attitude toward the brand”; (3) ”Try-again” has effect on ”attitude toward the advertisement” and ”attitude toward the brand”; (4) The interaction of ”information presentation” and ”complexity of information feedback” has effect on ”attitude toward the advertisement”, but no effect on ”attitude toward the brand”; (5) The interaction of ”information presentation” and ”try-again” has no effect on ”attitude toward the advertisement”, but has effect on ”attitude toward the brand”; (6) The interaction of ”complexity of information feedback” and ”try-again” has effect on ”attitude toward the advertisement” and ”attitude toward the brand”; (7) The interaction of ”information presentation”, ”complexity of information feedback” and ”try-again” has effect on ”attitude toward the advertisement” and ”attitude toward the brand”; (8) ”Attitude toward the advertisement” and the ”attitude toward the brand” have effect on ”intension to purchase”; (9) ”Attitude toward the advertisement” have effect on ”attitude toward the brand”.

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