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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎 | |
dc.contributor.author | Ting-Wen Wang | en |
dc.contributor.author | 王廷文 | zh_TW |
dc.date.accessioned | 2021-06-08T05:09:33Z | - |
dc.date.copyright | 2011-08-01 | |
dc.date.issued | 2011 | |
dc.date.submitted | 2011-07-23 | |
dc.identifier.citation | 一、中文部分
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(1983). Attitude Toward the Ad and a Mediator of Advertising Effectiveness: Determinants and Consequences, Advances in Consumer Research, Vol. 10, 532-539. Neisser, U. (1967). Congitive psychology. New York: Academic Press. Pergelova, A., Prior, D., and Rialp, J. (2010). Assessing advertising efficiency: Does the Internet play a role?, Journal of Advertising. 39(3), 39-54. Smith, N.H. (1983). Art criticism and readign: Theoretical and psychological foundations. PH.D. Dissertation, Georgia University Solley, C.M. and Murphy, G. (1960). Development of the perceptual world. New York: Basic Book, Inc. Speck, Paul S. and Elliott, Michael T. (1997). The Antecedents and Consequences of Perceived Advertising Clutter, Journal of Current Issues and Research in Advertising, 19 (2), 39-54. Wells, W. D., Leavitt, C., McConville, M. (1971). A Reaction Profile for TV Commercials. Journal of Advertising Research, 11(Dec), 11-17. Ying, L. and Korneliussen, T., (2009). The effect of ad value, ad placement and ad execution on the perceived intrusiveness of web advertisements, International Journal of Advertising, 28(4), 623-638. Yoon, S. J. and Kim, J. H., (2001). Is the Internet more effective than traditional media? Factors affecting the choice of media. Journal of Advertising Research; Nov/Dec, 53-60. Zeng, M. and Reinartz, W. (2003), Beyond Online Search: The Road to Profitability, California Management Review, 45(2) (Winter), 107-130. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23739 | - |
dc.description.abstract | 消費者接受訊息的管道已經從大眾媒體為主過渡到與網路這種互動性媒體共存的時代,訊息傳遞與接收管道改變,也導致廣告商不斷的嘗試不同的廣告形式以求有效的與消費者溝通。網路普及之初,網路廣告商在廣告頁面建立連結以期將消費者引導致廣告商的主頁,但消費者主動點選廣告的機率非常低,因此廣告商傾向將欲傳達的訊息包裹進同個網路廣告裡,製作橫幅廣告置入消費者正在閱讀的內容當中,當消費者熟悉廣告商的侵入性手法後選擇忽略這類的廣告,因此為了吸引消費者的注意,廣告商不得不應用新的技術開始實驗性的發展更具侵入性的網路廣告,例如彈出式視窗、自動播放影片與聲音的廣告。
消費者上網通常帶有目的性,而且對網路抱持的態度是能夠主動控制欲接收的訊息,因此侵入性廣告剝奪了消費者接收訊息的自由,不僅無法達成與消費者溝通的目的,更甚至讓消費者對廣告產生負面的態度,造成溝通的反效果。 本研究從消費者的角度探討侵入性網路廣告對消費者的影響,找出影響侵入性的變因,以及侵入性廣告所造成的結果。本研究發現若消費者對即將出現廣告有了心理準備則能降低廣告侵入的程度,而與消費者瀏覽目的具高關聯性的廣告內容則對侵入性無顯著的影響。消費者感受到的侵入性程度越高則越容易引起惱怒的情緒以及迴避廣告的行為,惱怒也會直接正向影響廣告迴避,另外,賦予消費者對廣告的控制力能降低惱怒的程度。 依據實證顯示的結果,本研究擬定了降低網路廣告侵入性的行銷建議,以期在實務上建立消費者與廠商互利共榮的網路廣告呈現模式。 | zh_TW |
dc.description.abstract | Mass communication has transited from one-way to two-way interaction form in this decade. By the transition of mass communication, advertisers have been looking for new effective ways to communicate with consumers. As the Internet began to popularize, advertisers would build up hyperlinks to guide consumers to visit their advertisement homepage, which did not work very well. In an attempt to increase ad effectiveness and add more value to advertisers, online publishers are now employing new ad formats that are larger and more intrusive, such as pop-up ads.
Consumers search and browse on the Internet with strong purpose. They believe they can control and select the information just fit their needs. Thus, intrusive ads may deprive consumer’s freedom of receiving information and leave consumers more irritated. Intrusive ads can not serve the purpose of communication and even more evoke side effects. We try to stand in consumer’s shoes and figure out the impact of intrusive ads. We found out that the more preparedness degree of consumers, the less intrusive the ad is. The intrusiveness may have positive effect on both irritation and avoidance, which also has been proved by other researches. By the result of the LISREL model, relevance has no critical impact on intrusiveness. The degree of control leaves negative impact on irritation, which can affect avoidance positively. In the end of the thesis, we made several conclusions and derived some marketing implications. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T05:09:33Z (GMT). No. of bitstreams: 1 ntu-100-R98724065-1.pdf: 947933 bytes, checksum: 08048ac14ee825ab072d9a39ee753a01 (MD5) Previous issue date: 2011 | en |
dc.description.tableofcontents | 摘要……………………………………………………………………………………………I
Abstract……………………………………………………………………………II 目錄 ……………………………………………………………………………………III 圖目錄 …………………………………………………………………………………IV 表目錄………………………………………………………………………………………V 第一章 緒論……………………………………………………………………………1 第一節 研究背景與動機……………………………………………………1 第二節 研究目的…………………………………………………………………2 第三節 研究範圍與對象……………………………………………………2 第四節 研究流程…………………………………………………………………3 第二章 文獻探討 …………………………………………………………………4 第一節 知覺理論 (Perception) ……………………………4 第二節 可控性 (Controllability)………………………6 第三節 關聯性 (Relevance)………………………………………9 第四節 侵入性 (Intrusiveness)…………………………10 第五節 惱怒 (Irritation)………………………………………12 第六節 廣告迴避 (Avoidance)…………………………………15 第三章 研究方法……………………………………………………………………17 第一節 研究架構 ………………………………………………………………17 第二節 研究假說 ………………………………………………………………18 第三節 研究變數與問卷設計 …………………………………………21 第四節 研究設計 ………………………………………………………………26 第五節 統計分析方法 ………………………………………………………28 第四章 資料分析與研究結果………………………………………………33 第一節 樣本特性分析 ………………………………………………………33 第二節 衡量模式分析 ………………………………………………………37 第三節 結構關係模式分析 ………………………………………………41 第四節 假說檢定結果探討 ………………………………………………46 第五章 結論與建議 ………………………………………………………………50 第一節 研究結論 ………………………………………………………………50 第二節 行銷意涵 ………………………………………………………………53 第三節 研究限制 ………………………………………………………………55 第四節 後續研究方向與建議 …………………………………………56 參考文獻 …………………………………………………………………………………57 附錄一 ………………………………………………………………………………………61 圖目錄 圖1-1 研究流程圖 ………………………………………………………………3 圖2-1 知覺運作圖 ………………………………………………………………4 圖3-1 研究架構圖………………………………………………………………17 圖3-2 研究假說圖 ……………………………………………………………20 圖4-1 本研究之路徑模型…………………………………………………41 圖4-2 本研究之路徑分析圖………………………………………………45 表目錄 表2-1 增強和減弱惱怒的因素……………………………………………13 表3-1 準備度之衡量………………………………………………………………21 表3-2 關聯性之衡量……………………………………………………………22 表3-3 可控性之衡量 ……………………………………………………………23 表3-4 侵入性之衡量 ……………………………………………………………23 表3-5 惱怒之衡量 ………………………………………………………………22 表3-6 廣告迴避之衡量……………………………………………………………25 表3-7 基本資料問項 ……………………………………………………………25 表3-8 問卷回收統計表……………………………………………………………27 表3-9 LISREL模式的符號意義表…………………………………………30 表3-10 配適度指標 ………………………………………………………………32 表4-1 樣本的性別分布……………………………………………………………33 表4-2 樣本的年齡分布……………………………………………………………33 表4-3 樣本的教育程度分布……………………………………………………34 表4-4 樣本的職業分布……………………………………………………………34 表4-5 樣本的收入分布……………………………………………………………35 表4-6 樣本的上網時數分布……………………………………………………35 表4-7 樣本最常上的網站之分布 …………………………………………35 表4-8 樣本的上網目的之分布…………………………………………………36 表4-9 衡量模式標準化因素負荷量……………………………………….37 表4-10 構面信度表……. …………………………………………………………40 表4-11 模型之潛在變數表.……………………………………………………42 表4-12 模型之觀察變數表.………………………………………………………42 表4-13 本研究之模型配適度表…………………………………………………43 表4-14 λX完全標準化估計值表……………………………….……………44 表4-15 λY完全標準化估計值表.……………………………………………44 表4-16 潛藏變項完全標準化估計表.………………………………………45 表4-17 研究假說檢定結果表.……………………………………………………46 | |
dc.language.iso | zh-TW | |
dc.title | 侵入性網路廣告對消費者行為的影響 | zh_TW |
dc.title | The Impact of Intrusive Web Advertisement on Consumer Behavior | en |
dc.type | Thesis | |
dc.date.schoolyear | 99-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 王仕茹,江季芸 | |
dc.subject.keyword | 侵入性,準備度,關聯性,可控性,惱怒,廣告迴避, | zh_TW |
dc.subject.keyword | intrusiveness,degree of preparedness,relevance,controllability,Irritation,avoidance, | en |
dc.relation.page | 65 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2011-07-25 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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