The impact of Characteristics of Web Site and Advertising Presentation and Using Situation on Internet Marketing Effect

• Main Author: 鄭乃豪
• Other Authors: 劉家駒
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/84225662875846024164

碩士 === 大葉大學 === 國際企業管理研究所 === 89 === Abstract The research is to study the impact of characteristics of web site and advertising presentation and using situation on internet marketing effect. The purposes of this research are to provide some suggestions for advertising. What is called the effect of advertising means advertiser expose the advertisement by media in order to influence customers. In this research there are three ways to measure the effect of advertisement including ad clicks, click through rate and average time on page respectively affected by the characteristics of web site, advertising presentation and using situation. Here are the main findings from this study: 1.The characteristics of web site will influence average time on page. 2.Using situation will influence the average time on page and ad clicks of consumers. 3.The characteristics will influence the ad clicks and increase the times of clicks from consumers. Key Words: Internet advertising, Using situation, Characteristics of Web Site, Internet marketing effects.