| Summary: | 博士 === 中華大學 === 科技管理研究所 === 92 === This research is to demonstrate evidence-based Internet advertisement scenarios: the impacts, from dissimilar “contents and types of webpage” and diverse “presentation modes of advertisement”, on five indexes of advertising effectiveness. 587 interviewees are randomly sampled on-site for the survey of the persuaded response to three phases of Internet advertising effectiveness — cognition, affection and action. Three interference variables, “content involvement of webpage”, “media users’ behavior” and “personal background information”, are brought into the study structure.
From the study results, we find some facts: (1) both casual models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes → advertisement effectiveness”, are supported; (2) “contents and types of webpage” has significant impacts on advertisement clicking, memory effectiveness and general attitude toward the advertisement; (3) the influence on advertising effectiveness from “presentation modes of advertisement” is the most powerful of all influence factors; (4) Among six presentation modes, the banner advertisement is identified as the most valuable for adoption while the animated ads advertisement are the most attractive but lacks for persuasion; (5) three interference variables, “involvement”, “media users’ behavior” and “age level” yield reciprocal influence on two causal models, “contents and types of webpage → advertising effectiveness” and “advertisement presentation modes → advertising effectiveness”, respectively; (6) males are more likely persuaded by Internet advertisement into shopping online than females; and (7) the highly involved excel the lowly involved in advertisement clicking, memory effectiveness, the attitude toward the advertisement and toward the advertisement agent, and online shopping frequency.
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