| Summary: | 碩士 === 國立中正大學 === 資訊管理研究所 === 86 === The effectiveness of advertisement is a crucial concern for placing ad in the medium. The advertisement is often regarded as a form of communication in persuading consumers for attitude-changed or action-taken. To exam the persuasion effect of the ad, it is however a necessity to look into the consumer'' s attitude and cognition change toward the ad. Recently, the prevailing of the Internet has made the WWW become one of the most important media in the next century. Thies study aims at examining the persuasion effects of web page complexity and ad context on Internet advertisement. Two important consumer''s characteristics are also examined in this study: consumer'' s product involvement and consumer'' s knowledge.
Through an experimental study, the following results are revealed:
1.The web page complexity has significant impact on the consumer'' s attitude change.
2.The impact of ad context on consumer'' s persuasion is significant.
3.The interaction effect of consumer'' s involvement and ad context on consumer'' s persuasion is significant. With the negative ad context, the high-involved consumers have better brand cognition than the low-involved consumers.
4.The interaction effect of web page complexity and consumer''s knowledge on persuasion is significant. Under different ad context, the consumer'' s product knowledge has significant impact on the persuasion. The high product knowledge consumers have better brand and ad cognition than low product knowledge consumers when presented with high complexity web pages of negative ad context. The positive ad context and low complexity web pages have better persuasion effect on low product knowledge consumers.
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