網路橫幅廣告對廣告點選意願之研究 : 從品牌溝通效果的觀點

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Title:	網路橫幅廣告對廣告點選意願之研究 : 從品牌溝通效果的觀點
Other Titles:	The impacts of the internet banner advertisement on the ad click intention : the perspective of brand communication
Authors:	楊育鳴;Young, Yu-Ming
Contributors:	淡江大學企業管理學系碩士班李月華;Lee, Yueh-hua
Keywords:	橫幅廣告;廣告位置;競爭廣告;品牌溝通效果;Banner;Advertisement Placement;competitive advertisement;brand communication effect
Date:	2011
Issue Date:	2011-12-28 18:19:12 (UTC+8)
Abstract:	過去學者曾使用點選或瀏覽廣告的人數，以作為網路廣告效果的判斷依據，雖然可以得到使用者主動點選的人數，但是卻不瞭解消費者接觸到廣告後，對於橫幅廣告後一層連結的品牌內容網頁的態度與購買意願的程度和產生何種效應。因此本研究也特別針對進入網路廣告第二層的內容頁面，希望能了解消費者在記憶、點選廣告後對於實際進入品牌網頁後所產生的品牌溝通效果探討做一份貢獻。本研究主要是希望能探討出一則有效的網路橫幅廣告如何在入口網站中達到最大的廣告溝通與銷售效果，故以Yahoo奇摩入口網站為網路媒介，進行2(橫幅廣告的類型)X2(廣告版面位置)X2(競爭廣告的多寡)的實驗設計，利用SSI Web軟體來設計網路問卷；此外，為了能夠比較實驗研究結果之差異，加入了一組控制組，為一普通之目標產品廣告網頁，並非經由入口網站而點選連結而進入，以此觀察目標廣告的廣告效果將產生何種變化。研究結果顯示： 1.動態類型的橫幅廣告會較靜態類型具有較佳的廣告記憶與點選意願。 2.網頁前三分之一位置會較中間位置具有較佳的廣告記憶與點選意願。 3.低競爭廣告會較高競爭廣告具有較佳的廣告記憶。 4.橫幅廣告類型、廣告版面位置與競爭廣告的多寡之間會存在著交互作用，而影響著廣告記憶與點選意願。 5.透過入口網站的廣告會較未透過入口網站廣告具較佳的品牌溝通效果。 This study tries to explore how banner ads in the portal sites affect brand communication and achieve sales effect. We use Yahoo portal website as a medium and adopt a 2(type of banner ads) X 2(ads placement) X 2(competitive ads) between subjects design. This study used SSI Web software to design internet questionnaire. A control group was added as a base to this study not through web portal, in order to compare the effects of difference experimental groups. Most of previous studies focus on click-through rate or browsing number as the basis of web-advertising effect. However, these studies only obtain traffic number, it cannot understand consumers’ brand attitude and purchase intention of the brand pop up after seeing banners. Therefore, this research focuses on the brand pop up and tries to understand the brand communication effect after consumers enter the web. The main results are as follows： 1. The dynamic banner has better ads memory and intention of click than the static banner. 2. The top one-third placement has better ads memory and intention of click than the middle placement. 3. Low-competitive ads have better ads memory than high-competitive ads. 4. There is interaction effect between “type of banner ads”, “ads placement” and “competitive ads”, and they all have positive impact on ads memory and click. 5. Ads through portal site have better brand communication effect than those through non-web portal. In sum, this research provides strategies and suggestions for advertisers through the findings.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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