标题: | 使用者对于网路广告之态度反应 Users’ Attitudes toward the Internet Advertising |
作者: | 简秀娟 Hsiu-Chuan Chien 曾国雄 Gwo-Hshiung Tzeng 科技管理研究所 |
关键字: | 网路广告态度反应;因子分析;群落分析;判别分析;路径分析;Attitudes toward Internet Advertising;Factor Analysis;Cluster Analysis;Discriminate Analysis;Path Analysis |
公开日期: | 2003 |
摘要: | 全球上网人口总数至2002年底已达到5亿9,100万人,且各个国家的网路使用者均呈现持续增加的状况,网路成为继报纸、广播、电视之后的第四个主要媒体,但由于网路广告效益难以客观评估,业者面对人潮众多的网路媒体,却无法好好掌握以增加广告效果,故本研究之目的在于了解影响使用者对网路广告态度反应之系统,及网路广告目前的表现,使业者能针对目前网路广告出现的问题加以改善,而增加广告效果。 本研究利用多变量分析来探讨问题,以因子分析探讨影响使用者对网路广告态度之关键因素,一方面利用所得到之因子对网路使用者进行群落分析与判别分析,另一方面可依此瞭解目前这些关键因素的表现状况。 本研究结果发现广告之效用为影响使用者对网路广告态度反应之重要因素,在网页广告及电子邮件广告之研究中,均约有两成受访者认为网路广告能提供所需要的资讯并且能作为购物的参考依据,而约有四成受访者厌恶网路广告且认为网路广告没有提供资讯的功能;在网路广告的表现方面,网页广告的整体表现优于电子邮件广告,网页广告在“网页广告可当作购物的参考依据”、“网页广告会引起购物的兴趣”、“透过网页广告能获得想要的资讯”、“网页网告的诉求能够清楚地表达”、“网页广告能提升商品的价值”及“透过网页广告能获得较多的商品优惠”的表现已获得使用者的认同,但是电子邮件广告各方面都亟需加强;另外,使用者对于网路广告的态度反应会显着影响点选意愿,且点选意愿亦显着影响购买意愿,即当使用者的态度反应变好,使用者点选网路广告及购买商品的意愿均会提高。 The number of global internet users is growing every year, so internet becomes the fourth major media from which human beings get information. Because it is difficult to evaluate internet advertising, advertisers have doubted of its effect for a long time. The object of this research is to find out the system which affect users’ attitudes toward the internet advertising. We hope to help advertisers use internet advertising effectively. We use factor analysis to find out the factors that affect users’ attitudes toward internet advertising, cluster analysis to find out the relationship between the factors and demographic variables, and discriminate analysis to form discriminate functions. We also take use of path analysis to form the causation of the factors, attitude and purchasing intention. Based on the results of internet advertising satisfaction survey, advertisers could choose the direction to improve internet advertising immediately. We find out the advertising utility plays an important role on affecting users’ attitudes. Almost twenty percent of users have positive attitudes toward internet advertising and could use the information from advertising as daily purchasing reference. About forty percent of users have negative attitudes toward internet advertising and take the information as garbage. In average, users have better satisfaction at web advertising than E-mail advertising. Finally, we find out the attitudes would affect mouse-click intention, and mouse-click intention would also obviously affect purchasing intention. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009135524 http://hdl.handle.net/11536/58767 |
显示于类别: | Thesis |