| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 105 === The rise of social networking sites, changing people's social patterns, people can easily put up a bridge of communication between people. Many companies are aware of this, and began to bet on business resources in the community website platform for advertising marketing, and thus contributed to the transformation of social and economic patterns. Therefore, this research in the community website to simulate advertising experiments, to explore the different characteristics of the product, with different advertising appeals, the impact of the consumer advertising appeal. In this study, according to the FCB pattern classification of 4 categories of products (i.e., informative strategy, affective strategy, habitual strategy, satisfaction strategy) and 2 kinds of advertising appeals (i.e., rational appeal, emotional appeal) to form a 4 x 2 factorial experiment design.
In this study, two methods were used to explore the network questionnaire and eye tracking experiment. First, the effective sample of the network questionnaire was collected from 463 samples, and the hypothesis was verified by the independent sample t test. Eye tracking experiment, the recovery of the effective sample of 63 copies, as well as independent samples t test to compare the difference between the average value of the experimental samples of eye movement data. The results of the study show that information and custom products presented in rational appeal, with evaluation than higher emotional appeal; emotion and satisfactory products appear to emotional appeal is better; in addition, consumers of information type and emotion type of advertising visual focus more than habit and satisfactory visual focus. The result of the reaction consumer product involvement itself will also influence the appeal of advertising. The results of this study can be used as an advertising strategy business community website planning reference.
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