The Advertising Effects of Sequences of Virtual Experiences—the Moderating Roles of Priming Effect and Self-Reference

• Main Authors: Hsueh-yung Yang, 楊學用
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/mme66v

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === With the increasing Internet users, Internet advertising market followed bloom and technological advances have made online advertising itself can have the magazine on the plane than in the past more persuasive effect of ads, many scholars into this field of study; under Over the past academic studies have found that with the richness of advertising increased volume more when the message contains advertising messages most effectively convey the extent of consumer information processing capacity will be affected, past studies found that emotions also handle consumer advertising the ability to further integrate the research proposed by scholars emotional intensity and emotional impact on the direction of information processing information processing effects on the two claims for the conduct of a research experiment, finally be moderately positive mood for the information processing capacity can reach the most effective upgrade, and enhanced advertising. Over the past scholars have found that the order of presentation of different types of advertising will eventually persuade the effect of advertising impact, this study followed for the different types of Internet advertising, will be presented in different order of impact experiments carried out two is found in the past academic experience in advertising before the virtual presentation of this indirect experience the best results there will be order in this context, in order to add a virtual spokesperson advertising, and advertising the order and the priming of self-referential three-factor interactions, and in the experimental group, group, confirmed that only in the ELM central route, subjects were willing to receive advertising messages seriously, the advertising messages will have a significant three-factor interactions, the second experiment made the interaction effects , there is self-referential priming stimulus when the message is not obvious, but when no priming stimulus, the self-referential design advertising message will produce remarkable results, and found that if subjects were unable to clear rapid formation of judgments of the advertising content, would be self-referential and priming effects caused by the interaction interesting direction Finally, the study''s findings under the two experiments, the cumulative academic side of research results while should also practice how to apply the results of this study clearly be out-type proposed.