Chia Nan University of Pharmacy & Science Institutional Repository:Item 310902800/24660
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 18034/20233 (89%)
Visitors : 23363774      Online Users : 507
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/24660


    Title: 廣告認知偏好研究-以網路廣告為例
    An Empirical Study for Internet Advertisement
    Authors: 蔡燿全
    葉仲超
    吳金城
    Contributors: 成功大學企業管理研究所
    文化事業發展系
    Keywords: 網路廣告
    橫幅廣告
    電子郵件廣告
    關鍵字廣告
    認知偏好
    internet ad
    banner
    e-DM
    keyword ad
    preference
    Date: 2009-11-06
    Issue Date: 2011-10-28 09:29:11 (UTC+8)
    Abstract: 當今網路廣告市場蓬勃發展,各式各樣網路廣告試圖吸引消費者點選連結,獲得更多商品或服務資訊,以創造商機。最主要的網路廣告類型可分為橫幅廣告、電子郵件廣告以及近年來愈來愈熱門的關鍵字廣告。本研究參考Brackett & Carr 所提出的廣告態度模型,運用其四大認知屬性(資訊性、娛樂性、干擾性、可信性)來比較一般的消費者或使用者,對不同網路廣告類型之間是否存在認知偏好上的差異。研究結果顯示:網路廣告、橫幅廣告以及電子郵件廣告,在一般使用者心中的認知在統計上有顯著差異。然而,網路習性並不會影響使用者對網路廣告的偏好。
    The market of internet advertisement has grown up very quickly recently. As long as users surf the internet, various kinds of internet ads will show up to attract consumers and try to make them get more information as well as purchase goods or service in the internet. Generally speaking, the main internet ads can be divided into three types: banner, electronic DM (eDM) and keyword ad. This research refers to
    Brackett & Carr’s advertisement attitude model and uses the cognitive factors (informative, entertainment, irritation, credibility) to compare users’ preference among different internet ads. Otherwise, the network of habits in search engine and e-mail doesn’t influence the ad in website.
    Relation: 2009第五屆企業國際化理論與實務研討會,起迄日:2009/11/6,地點:長榮大學
    Appears in Collections:[Dept. of Cultural Activities Development] Proceedings

    Files in This Item:

    File Description SizeFormat
    98_26_pro.pdf199KbAdobe PDF1649View/Open


    All items in CNU IR are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback