| 摘要: | 隨著網路人口快速成長，網際網路已成為僅次於電視的第二大媒體。於是網路廣告也逐漸成為企業在行銷市場這塊大餅中的另一個兵家必爭之地。Pine and Gilmore（1998）指出：「二十一世紀已進入體驗經濟時代，未來行銷戰場將集中於消費體驗之建立」。因此，本研究特別將體驗的概念引入到網路廣告研究中，並針對不同的消費者網路使用目的進行探討，進一步驗證其對廣告績效的影響。因此本研究將引用 Pine anGilmore（1998）與Schmitt（1999）所提出之體驗行銷的觀點與理論作為本研究模型之理論基礎，共歸納出四個網路廣告體驗訴求手法：「感官訴求」、「情感訴求」、「教育訴求」、「娛樂訴求」。藉以探討體驗訴求與消費者網路使目的如何影響網路廣告的績效。透過實驗網站的登入，隨機分配不同問卷給予受測者，於瀏覽後給予廣告績效問卷。紀錄受測者在廣告態度、品牌態度、購買意願、產品回憶與品牌回憶之廣告績效。也透過不同生活型態的消費行為探討對於網路廣告的廣告績效為何。
With the rapidly growing Internet users, the Internet has become the second largest medium only preceded by television, and online advertising has thus gradually become one of the fierce battlefields in the lucrative market. Pine and Gilmore (1998) pointed out: "The 21st century is an era of the experience economy, and the future marketing wars will be focused on creating the consuming experience.” In the present study, therefore, the concept of experience was introduced to the research on online advertising, and the purposes of different online consumers were also discussed before their influences on the performance of advertising were verified. To complement the research purpose, in this study the perspective and theory proposed by Pine anGilmore (1998) and Schmitt (1999) on the experience marketing were adopted as the construct of the research model, and four types of demands in online advertising experience were determined: “sensory demand,” “affective demand,” “educational demand,” and “entertainment demand,” through which the influences of the experience demand and the purposes of online consumers on the performance of online advertising can be examined. Different questionnaires on the advertising performance were randomly assigned to the respondents after they have logged onto and browsed the experimental website. The advertising performance was then evaluated by recording the respondents’ attitudes towards advertising, attitudes towards brands, purchase intentions, product memories, and brand memories, as well as consumer behaviors of different life styles. |
