本研究採實驗法，以內容網站型態(資訊導向與娛樂導向)、網路廣告類型(橫幅式、電子郵件式、贊助式)為自變數，網頁內容涉入度、品牌熟悉度、個人背景及網路使用經驗為干擾變數；研究網路廣告效果(品牌態度、再認效果、廣告態度、購買意願)的影響。實驗工具為研究者架設或連接之網站，共有4所大專及高中的355名受試者。結果顯示，內容網站型態及網路廣告類型對廣告效果有顯著影響，內容涉入度、網頁瀏覽時間、品牌熟悉度及網路使用經驗也對網路廣告效果有顯著影響，並對內容網站及廣告效果間關係有干擾效果。 The purpose of the study was to understand how the advertising effect influenced by the content of the web site (leisured oriented vs. information oriented) and the types of the web advertisement (banner vs. e-mail vs. sponsorship). Brand familiarity, content involvement, browsing time spent, user's characteristics and experiences of web usage were moderated variables. Experiments were conducted at 2001 in four universities or high school with 355 subjects. The results indicated that both the content of the web site and the types of the web advertisement significantly influenced on the advertising effect. The moderated variables, brand familiarity, content involvement, browsing time spent and experiences of web usage significantly influenced on the advertising effect. They also moderately influenced on the relationship between the content of the web site and the advertising effect.