| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 106 === With the advancement of technology and the popularity of Internet and mobile devices, online access has become a daily routine for the public, and online media has become the most important source of information for the public. Online media advertising has also become the most important advertising target for advertisers. However, there is little research in on-line media advertising clutter. In this study, we focused on the advertising online media clutter and used an integrated model of advertising clutter in online media as the research framework, and from the “structural approach”, “functional approach”, “information processing approach”, and “ "media-centered analysis" and "user-centered analysis" conducted a case study of a magazine company in Taiwan. From the point of view of both users and the media, we tried to identify the main factors and impacts of advertising clutter and understand the impact of case companies’ online portals on advertising users, in order to provide a reference for the industry and expect the advertising industry to adapt the constantly updated online media environment and user needs, as well as improve media influence and competitiveness. The results of this study showed that, as a result of the impact of 20 advertising clutter factors on the case companies'' portal websites, one project had “high” advertising clutter, five projects had “medium” advertising clutter, and 12 projects had “low” advertising clutter, and two projects had “No” advertising clutter, We found that the degree of advertising clutter in the website of the case company was “low”, indicating that the current portal site of the case company has not caused a high level of advertising clutter to users, but a small number of projects still have room for improvement in their advertising clutter. With regard to the diversified development of the advertising industry and the environmental changes and competition in online media advertising, it is recommended that media companies should establish the professionalism and irreplaceability of their media in addition to responding to the needs of users.
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