| Summary: | 碩士 === 中國文化大學 === 資訊管理研究所 === 95 === Internet is fast growing, and more and more commercial activities on internet are booming in recent years. Contrast to traditional advertising media, internet advertising can not only integrate various media but also have much interaction, and therefore the advertisers will gradually pay attention to the advertising effects of internet advertisement. Now the presentations of internet advertising are most text, static or dynamic graphics. With the growth of the 3D computer graphic technique, if the product on internet is presented with 3D visualization, consumer can view the product with different angles. Consumer also can try to operate the product, and change the product attributes until to satisfy their need by interacting with 3D interface, and let consumer learn more about the product. Making use of the 3D interactive presentation technique in internet advertising whether it can attract consumer more or have better ads effects is worthy to study.
This research adopts the experimental method. The independent variables include two factors:the presentation of internet advertisement, product type. And the dependent variables are brand recall and recognition, ads attitude, brand attitude, purchase inten-tion. First, we invited subjects to browse an experiment website by group, and then asked them to fill in an on-line questionnaire after browsing, and got 342 sample data. We found through the statistics analysis of the questionnaire: 1. Different internet ads presentation will influence the ads effects, and both 3D interactive presentation and Situational 3D interactive presentation have higher ads effects than 2D picture presenta-tion. 2. With 3D interactive presentation, different kinds of product type will not influ-ence brand recall and recognition, ads attitude, brand attitude. But T-shirt has lower purchase intention than mobile phone.
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