目前網路廣告常見的三種型態為2D平面廣告、3D立體互動廣告及Avatar虛擬代言人。而本研究主要完整地探討網路消費者經驗組合,透過2D平面廣告、3D立體互動廣告及Avatar虛擬代言人的呈現,搭配自我指涉的內文設計與促發效果的內文背景,以產品知識、購物情境作為干擾,利用單因子變異數分析與多變量分析,了解其交互關係與最適組合。研究顯示,產品知識高低、購物情境差異對於網路消費者經驗組合具有不同的干擾效果。在無干擾的情況下,以3D立體互動廣告、分析型內文設計與功能促發背景圖示的廣告組合搭配其廣告效果最好。而當消費者擁有高的產品知識或是實用情境之下,其偏好於3D立體互動廣告與分析型內文搭配促發功能的背景;在享樂情境下,3D立體互動廣告與敘事型內文搭配促發外觀的背景,其廣告效果最好。 學術上本研究完整地比較三種呈現方式,並且將自我指涉運用至網路廣告,促發效果以圖示做為操弄。故完整探討廣告要素的組合搭配(廣告呈現、廣告內文與廣告背景),實務上提供公司企業不論從大眾市場或市場區隔的觀點下,行銷策略的重要參考價值。
This study is to explore the combination of online consumer experience, through the existing common 2D, 3D and virtual avatar presentation, with self-referential context design and priming picture as the content background. Product knowledge and shopping situation as moderators. In order to finding the optimal combination. Studies have shown that the level of product knowledge, objective situations shopping experience for online consumers have a different combination of interference. And three types of presentation, in the absence of interference by way of advertising the best 3D rendering. Consumers with high product knowledge or in the utilitarian situation who would prefer to 3D with context of analysis self-reference and priming function with the background; in the hedonic situations, who would like 3D interactive and narrative-based content with the priming appearance of background.