| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 100 === Internet network has been rising in Taiwan since 1995. In less than two decades, it has became an indispensable source of information in the modern society. According to the press issued by IAMA on March 1st of this year, the profit from the website advertisement in 2010 reached to NT $8.551 billion. It increased by 22.36% compare to year of 2009. The website advertisement has the highest proportion of 61.6% in overall. Keyword advertisement is in the second place, which is 31.15% of overall site advertisement. In addition, IAMA estimates that website advertisement in Taiwan will grow 16.55% to reach NT $9.9967 billion in 2011.
A hyperlink advertisement is commonly used in popular websites. Network activity-based advertisement can make deep impression on customers. Rich media ads is the most favor choice for the business enterprises. Therefore, this study discussed the best combination in nine product items with three types of website advertisement, and further supplemented by demographic variables.
There’re three results in this paper. First, different demographic variables have outstanding impact on the website advertisement. Furthermore, rich media ads have wide popularity that accepted by the consumers. Secondly, demographic variables of a single product item with different website advertisement have outstanding impact. For example, female consumers believe a car with rich media ads is more attractive to them. In addition, when a single product item is promoted by the website advertisement, the way that the rich media ads present the features of the product item attract consumers’ attention the most. If there are various product items that need to be promoted by the website advertisement, using the hyperlink ads can reach consumers’ preference.
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