網路互動特質對廣告訊息涉入之影響：以網路瀏覽動機為干擾變數

Abstract

本篇研究主要是驗證網路互動特質的三個層面(資訊控制、溝通方向、同步性)是如何影響線上使用者於其資訊搜索的過程。在本研究中，我們提出了一個情境因子—網路瀏覽動機(實用或樂趣) ，為的是檢視其於網路互動特質三個層面與線上使用者廣告訊息涉入程度的關係之間是否會有干擾效果存在。進一步我們探討線上使用者廣告訊息涉入與其對產品、廣告、訊息來源的態度之關係，以及最終對滿意度、再訪及推薦行為的影響。 本研究實驗是由2(資訊控制之高低)x2(雙向或單向溝通)x2(同步性高低)x2(網路瀏覽動機為實用或樂趣)架構而成之受試者間的因子設計，總計有292名受測者參加實驗及問卷。 研究結果顯示，互動特質的三個層面對於線上使用者的廣告訊息涉入都有顯著的主效果影響。此外，線上使用者的網路瀏覽動機對資訊控制與使用者廣告訊息涉入間的互動關係有干擾效果。再者，資訊控制與同步性這兩個互動特質層面於線上使用者的廣告訊息涉入都是實用動機比樂趣動機有更強烈的效果；反之，溝通方向則是樂趣動機比實用動機有更強烈的效果。最後，根據研究結果我們亦提供了企業一些於設計網站時如何採用適合之網路互動特質的有用建議。

This study examines how the three dimension of interactivity (control, direction of communication and synchronicity) affect online users' information seeking process. We also take a situational factor, web-surfing purpose (utilitarian vs. hedonic) into account, to distinguish if there is a moderating effect on the online users' involvement. The experiment in this study was conducted with a 2 (control: high/low) × 2 (direction of communication: two-way/one-way) × 2 (synchronicity: high/low) × 2 (web-surfing purpose: hedonic/utilitarian) between-subjects factorial design. The empirical results revealed that all of the three dimensions of interactivity significantly increased online users' involvement. Furthermore, online users' web-surfing purpose moderated the effects of these three dimensions. Control and synchronicity had stronger effects on consumer’s involvement for utilitarian users than for hedonic users. In contrast, direction of communication had stronger effects for hedonic users than for utilitarian users. Finally, the empirical results of this study provided companies useful suggestions regarding strategies of using the most suitable feature of interactivity when designing a website.