網路廣告價值模式之驗證   免費試閱

Examining the Network Advertisement Value Model

隨著網際網路的興起，廣告的行銷方式趨於多樣化且虛擬化；根據財團法人資訊工業策進會多項報告指出，網路已為廣告市場之大宗，相較於過去的傳統廣告，網路廣告與消費者之雙向溝通更為互動且擬人化。因此，網路廣告內容的設計，如何能夠吸引消費者並擴大廣告效益即為廣告主關切的議題。本研究彙整相關理論，以「廣告認知模式」為基礎，併入「類社會臨場感」理論作為本研究之研究架構，目的為探討消費者對於網路廣告認知及內容的類社會化，是否會影響消費者對於網路廣告的價值評價、網路廣告及其品牌的態度，進而提高消費者對於網路廣告之產品購買意圖。研究結果得知，消費者對於網路廣告的價值評價，取決於網路廣告內容之特性能否滿足消費者需要；意即消費者對於網路廣告的接受程度，能影響其態度甚至是購買意圖。

With the proliferation of the Internet, it makes advertisement diversely and virtualization. Comparing to traditional advertising, network advertisement is a more interactive and anthropomorphic way to communicate with consumers. Therefore, the design of the network advertisement for attracting consumers and expand the advertising effectiveness are main concerns for advertising agency. According to the related issues about advertising, drawing on the “network advertisement value model,” this present research integrated the factors drawing from “Para-social Presence theory”. We aim to investigate the effects of important antecedents on the value of the network advertisement, network advertising attitude toward brand, and consumers purchase intentions. The respondents who experienced with online advertisement were investigated, and the data was used to validate the research framework and hypotheses. The results of this study show that the evaluation of consumer value for network advertisement depended on whether the characteristics of network advertisement to meet consumer needs or not. Therefore, advertisers must have a consumer-oriented standpoint for providing relevant product information to meet consumers’ demands in order to achieve the goals of network advertisement marketing.