| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 89 === With the rapid development of the Internet, the firms are conscious that the Internet has become an important marketing channel. The Internet is to the advantage of the firms, consumers and advertising agents. The firms can reach four objectives of advertisement marketing through Internet(including brand build up, roll collection, sale execution, and people attraction). Consumers can buy their needed goods through websites directly. Therefore, they can save time-consuming and shopping cost. Advertising agents can charge a commission for publishing advertisements.
The premise of the above-mentioned advantages is that consumers must pay attention to Internet Advertisements. Therefore, the purpose of this study is to specify the types of Internet Advertisements and stimulus determinants influencing attention. In addition, some useful suggestions are provided for Internet marketing. The future research can focus on the strategy of price discrimination on Internet advertising. In this study, we first define the types of Internet Advertisements (including banner, button, interstitial, and expanding ads) and determine the stimulus factors of attention (including size, location, and movement). Then, we design experimental homepages and Internet questionnaires. Finally, we circulate Internet questionnaires to respondents with Internet-using experience.
The experimental results indicate that the priority of attention-getting is : interstitial ads, button ads, banner ads, expanding ads.
In view of separate type of Internet ads, the size and movement factors in banner ads have a significant influence on attention allocation. The location and movement factors in button ads have a significant influence on attention allocation. The size and location factors in interstitial ads have a significant influence on attention allocation. The movement factor in expanding ads has a significant influence on attention allocation.
Finally, several marketing implications of Internet advertising are discussed and some valuable strategies are suggested for practical applications.
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