| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 95 === With the rapid growth of the Internet, on-line marketing become a inevitable trend. It makes the Internet advertisement more important. This research expected that reach the maximum advertising effects, forming the best exposure methods of Internet adver-tisements.
Because of we need to face a variety of customers’ experience. Internet shopping experience makes impression to difference memories and results different advertising effects. For this reason, this research will probe into exposure methods of Internet ad-vertisings, using as the moderate variable of Internet shopping experience. Our ex-periment product is a package tour product. According to different advertised exposure, we randomly divided participants into two groups.
This research show following analysis: (1) When the travel advertisement on the Internet shows passive advertising exposure, the effects on people who have experience shopping on the Internet are higher than those people who are inexpensive. (2) Under the active advertising exposure, the effects on people who have experience shopping on the Internet are the same as who is inexperience. (3) No matter it’s active or passive ad-vertising exposure, the advertisement effects on people who have experience shopping on the Internet is higher than who are inexperience. (4) People who have good experi-ence with shopping on the Internet can get better advertisement effects when they re-ceive passive advertising exposure. (5) People who have bad experience with shopping on the Internet assess higher on the active advertising exposure.
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