The Effects of Video Advertisement on the WWW

• Main Authors: Wei-ting Su, 蘇暐婷
• Other Authors: Rong-An Shang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/47151680603190163264

碩士 === 東吳大學 === 企業管理學系 === 95 === Contrast to the traditional mass communication media, the Internet is not only a two-way communication medium that consumers can interact with firms in time, but also a multimedia environment which integrated various forms of advertising components. These characteristics of the Internet will attract much attention of consumers to browse online video advertisements. Due to the interactivity of online media, however, the possession of information control is transferred from advertisers to consumers and that may further damage the advertising effects of online video. Therefore, this study tried to explore the impact of consumer browsing behavior on advertising effects of online video. An experiment was performed. We built a virtual online travel website which provided many group package tours, recorded the subjects’ browsing time on the website video, and conducted an online survey to measure advertising effects after the subjects chose the tour they favor. The results revealed that affective involvement reduced ads attention, and then negatively affected purchase intention. Except for that, involvement had no influences on consumer browsing behavior and advertising effects. Due to the special features of these ads for group packaged tours, subjects’ attention to the ads increased their purchase intention, but decreased their attitude toward the ads.