The Affection of Color in Online Tourism Websites’ Banner Ad toward Clickthrough Willingness and The Attitude Toward the Ad: A study of Gender as Moderator Variable

• Main Authors: Cheng-Hsuan Chen, 陳正宣
• Other Authors: Shao-Cheng Cheng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/77436034929875742711

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 98 === The e-commerce emerges because of the rapid development of Internet. So as advertising, it transits form traditional media like television or broadcast to Internet. Since this particular media has much more available to access for either competitors or consumers, how to catch the online surfers’ attention is now becoming the mainly issue for each website runner. Therefore, this study tends to figure out what kind of color a banner ad embedded in a website generates the better clickthrough willingness and the attitude toward the ad. Meanwhile, this study treats gender as moderate effect and discusses how the banner ad’s color and surfers’ gender affect the advertising effectiveness. This study conducted with 2 (blue and red)×2 (male and female) factorial experiment design and data collected from structured questionnaires. The result shows the surfers have better clickthrough willingness and higher attitude toward the ad for the banner ad with warm colored, though the gender moderate effect here is statistically insignificant This however means that whenever the corporate advertises with physical or virtual advertising, the ad’s color better be designed with more proportions of warm color in order to arouses better clickthrough willingness and higher attitude toward the ad achieving better advertising effectiveness. Albeit the result of insignificances in gender moderate effect, this study sug-gests the corporate should consider some other segmentation criteria like consumer income, frequency of use, etc., instead of mainly focus on gender in traditional way designing for a banner ad.