| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === The concept of self-reference has been widely studied in the field of psychology, but it does not have much research in advertisement area. The purpose of this study is to apply self-reference to internet advertisement and measuring the advertisement effects. The two moderator variables, argument strength and vividness of visual imagery, had also been discussed. The lab experiment was conducted, and 260 subjects participated in the experiment. The results indicate that the advertisement effect in self-reference advertising is better than no self-reference advertising. Furthermore, argument strength has moderate effect to advertisement attitude and purchase intention in analytical self-reference ad and vividness of visual imagery has moderate effect to purchase intention in narrative self-reference ad too.
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