| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 91 === Along with website users’ Internet usage experience increase, traditional and passive banner advertisement has difficultly attract the attention of website user. Most advertisers look for more other advertisement methods to attract more attention of network user. Consequently, large website proprietors install specialized manpower to be responsible for composing a kind of creative advertisement which can integrates image, voice, animation picture and films, and provide users function interact, named “rich media type Internet advertisement”, to invite users’ eyes.
This study is aimed at three design parameters of rich media Internet advertisement- message appeal(product information & promotion information ), interaction and entertainment, as independent variables to discuss the effectiveness on advertising attitude and click intention. Taking to reach advertisement benefit biggest as the precondition, this study develops best rich media advertisement that based on the design parameters combination for business enterprise. Besides, does product innovativeness cause interferences between design parameters and advertisement benefit will be discussed in this study.
This research carried on with experiment method and the experiment object was to assists the students of Fu-Jen Business Management Department and Graduate Institute of Management. In this study, we used digital camera and ditchable camera as representative of high and low innovative products and according to three independent variables to designed 2*2*2=8 groups of experimental advertisements. Examinees were requested answer the questionnaire after watching one group of the advertisement. Three hundreds and twenty questionnaires were sent and 289 effective ones were returned. Independent-Samples T test and MANOVA for testing the hypotheses are used in this research.
The results discovers high product innovativeness-rich media Ad with product information message appeal and low product innovativeness-rich media Ad with promotion information message appeal causes consumers generate better advertising attitude and click intent. In addition, consumers generate better advertising attitude on high product innovativeness-rich media Ad with high interaction and better click intent on low product innovativeness-rich media Ad with high interaction, compared with low interaction. Finally, no matter product innovativeness is high or low, rich media Ad with high entertainment causes consumers generate high advertising attitude and click intent.
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