廣告型態與涉入程度對廣告效果之研究_以購物網站為例

Abstract

根據經濟部商業司與資策會FIND數據顯示，台灣B2C電子商務市場規模將由98年的新台幣2,076億元，到101年預估將成長為新台幣4,070億元，眾多業者紛紛開始投入經營，於是本研究以購物網站為研究標的。本研究的研究架構變數有廣告型態（單一式/複合式）、消費者涉入程度（高/低），共二個獨立變數，探討個別及各種組合對廣告效果(廣告內容認知/廣告內容態度/網站品牌認知/網站品牌態度/購買行為意圖)的影響。本研究有效問卷總共有336份。研究結果發現：廣告型態（單一式/複合式）、消費者涉入程度（高/低）對廣告效果皆有顯著差異，而且，以複合式廣告型態與高涉入程度的影響層面較高。僅廣告型態廣告的「網站品牌認知」無顯著差異。同時，在各種組合的交互作用，以高涉入程度與複合式廣告型態的交互作用對廣告效果影響最顯著。於此驗證本研究之假設。

The variables of this study architecture advertising types (single / compound), consumer involvement (high / low), a total of two independent variables to explore individual and various combinations of advertising performance (advertisement recognition / advertisement attitude / website brand recognition / website brand attitude / purchase of the impact of behavioral intention). There are two kinds of independent research structure variables in this report, including advertising types (single / compound) and consumer involvement (high / low). The affection of individual and various combinations to advertising effects (advertisement recognition / advertisement attitude / website brand recognition / website brand attitude / purchase of the impact of behavioral intention) are examined. There are in total 336 effective questionnaires in the research. Research results are shown as below. Advertising effects have outstanding difference in advertising types (single / compound) and consumer involvement (high / low). It is the same with rational appeals. In various combination of interaction, compound advertising type and high degree of consumer involvement have markedly affected in advertising effects.