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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/95525
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/95525


    Title: 網路廣告類型與內容網站型態之廣告效果研究
    The Investigation of Web Advertisement Type and Content Site Type on Advertisement Effectiveness
    Authors: 王思蓉
    Contributors: 傅豐玲
    王思蓉
    Keywords: 內容網站型態
    網路廣告類型
    網路廣告效果
    Date: 2002
    Issue Date: 2016-05-09 16:27:12 (UTC+8)
    Abstract:   對於網路廣告的探討,以往的研究偏向於橫幅式的廣告類型,但是隨著網路上的應用越來越多,其餘的廣告類型如e-mail、插播式、贊助式等也越來越普及,加上當前網路上五花八門的網站內容,與不同的網路廣告類型之間,兩者是否可以相互搭配,形成較好的廣告效果?這是一個值得深入探討且被實務界所關心的議題。
      本研究採用實驗室實驗法,探討在網際網路上,不同的內容網站型態(包括娛樂導向和資訊導向)與網路廣告類型(包括橫幅廣告、電子郵件式廣告、贊助式廣告),在三個干擾變數(網頁內容涉入度、品牌熟悉度、個人背景及網路使用經驗)的交互影響下,對廣告效果(品牌態度、再認效果、廣告態度、購買意願)的影響。
      研究結果顯示,內容網站型態及網路廣告類型對廣告效果有顯著影響,並且在「品牌態度」、「購買意願」、「廣告態度」等廣告效果會產生交互作用;在干擾變數方面,網頁內容涉入度、品牌熟悉度及個人背景與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。最後,以資料分析結果為基礎,本研究並提出實務上的建議以及後續研究的方向。
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    Description: 碩士
    國立政治大學
    資訊管理學系
    88356016
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2010000140
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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