Exploring Advertising Effects of User''s Experience on Different Style of Online Campaigns

• Main Authors: Ying-Ching Lai, 賴盈卿
• Other Authors: Kai-ning Kao
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/97486487414510302464

碩士 === 銘傳大學 === 設計管理研究所碩士在職專班 === 97 === Pine and Gilmore (1998) pointed out Twenty-one century has became an experienced economy era. Therefore, the marketing strategy will be focused on the consumer experience in the future. With the popularity of network use, marketing activities can use the internet to promote, and also can take advantage of interesting games to enhance the consumer''s willingness to visit the site. Therefore, the purpose of this study is to analyze and conduce the best website design elements, and to explore consumer’s experience on different styles of online campaigns. This research adopts Field Experiment, Four online campaign websites were selected by professionals. The summary and the results are listed as follows: 1. The best design elements of online campaign are: Flash, Logo, Interaction, Pictorial style hyperlinks. 2. Consumers have different site experience with different game styles. Consumers tend to have a good site experience with the Esthetic and the Entertainment for the high technical complexity site. 3. The different style of game sites would produce different game effects. Technology-based was more preferred than non-technology-based, and high-complexity also than low complexity. 4. The overall site experience will have a positive impact on advertising effectiveness, especially the Escapist experience. Inorder to enhance the interaction with consumers, a good website should build on the innovative visual effects, and focus on the consumer experience, especially the Esthetic and the Entertainment. To design a fun and challenging game could achieve effectiveness.