保養品網站動態廣告模式設計研究

網際網路的蓬勃發展，形成一新型態的交易模式，徹底顛覆原本傳統的商業型態，越來越多的消費者利用網路取得所需物品，包括銷路急遽上揚的保養品，如今網站也開始成為保養品通路開發重點之一。本研究針對保養品網站動態廣告模式為主，探討保養品網站動態廣告模式設計對於消費的廣告記憶及廣告態度偏好之影響，以作為保養品網站動態廣告設計時的建議。本研究先針對保養品網站現有的網路廣告作分類調查，邀請不同性別的受測者參與實驗，歸納出不同性別對保養品網路廣告的差異與共識，不同性別一致對產品飛入、淡入、一支一支出現的動態效果與文字由大變小、飛入的動態效果印象深刻，所以以此共識作為後續實驗的探討重點。後續實驗分為二個階段，第一階段的網路廣告實驗，包含網路廣告之「產品動態模式」： A1 「產品三支一起淡入再消失」、A2 「產品三支一起飛入再消失」，與「文字動態模式」：B1「文字放大後縮小再消失」、B2 「第一行文字放大後縮小，第二行文字由右飛入，再一起消失」。共組合成四套網路廣告樣本進行廣告記憶、廣告態度的徧好實驗。經實驗結果發現，第一階段的動態模式皆不顯著，故以第一階段的產品動態效果來合併，並加入一個新的產品動態，作為第二階段的實驗。第二階段的網路廣告實驗以網路廣告之「產品動態模式」： C1 「第一次三支產品一起淡入再消失，第二次產品三支一起飛入再消失」、C2「產品一支一支的由大縮小後再消失」，與文字動態模式之「文字動態模式」：B1「文字放大後縮小再消失」、B2 「第一行文字放大後縮小，第二行文字由右飛入，再一起消失」，共四組網路廣告樣本進行廣告記憶、廣告態度的偏好實驗。第二階段的實驗得知「產品一支一支的由大縮小後再消失與文字放大後縮小再消失」的動態效果以及「產品三支一起淡入再消失，產品三支一起飛入再消失與第一行文字放大後縮小，第二行文字由右飛入，再一起消失」這兩種組合較佳。「文字動態模式」對於廣告的吸引程度有顯著的差異性存在。故有文字動態模式較佳。

關鍵字

網路廣告；動態模式；廣告記憶；廣告態度

並列摘要

As internet continues to develop vigorously, new type of transaction mode has been formed to subvert the traditional commercial pattern completely. More and more consumers start to use the internet to obtaining required items, including the rapidly-rising demand of care products. Websites have become one of the main channels for care product distribution recently. This research focuses mainly on the dynamic advertisement of care product websites, concentrating on the preference influence of dynamic advertising design of care product website on the memory of advertisement (MAD) and attitude toward the advertisement (AAD) to make proper recommendations for dynamic dvertising design of care product website. This research investigates on the category of current internet advertisements of care product websites, inviting subjects with different gender to join the experiment and come out with the differences and similarities of perception from different gender towards care product internet advertisements. All subjects, regardless of gender, were unanimously impressed with the dynamic effects of flying-in, fading-in, showing up one-by-one and shrinking text, therefore, these effects will be the main points for discussion in the follow-up experiment. Follow-up experiments are classified into two stages: The first stage of internet advertising experiment includes “product dynamic mode”: A1 “three sets of product disappearing after fading-in”; A2 “three sets of product disappearing after flying-in” with “text dynamic mode”: B1”Text shrinking and disappearing after being enlarged”; B2 “first text row shrinking after being enlarged, second text row flying-in from right and disappearing together”. ‘Four sets of internet advertising sample have been used for performing MAD and AAD preference experiment. The experiment result shows that the dynamic mode in the first stage is not notable, therefore a new dynamic mode will be added to integrate with the dynamic effect in the first stage, making it the experiment for the second stage. The second stage of internet advertising experiment includes “product dynamic mode”: C1 “First time: three sets of product disappearing after fading-in. Second time: three sets of product disappearing after flying-in”; C2 “product shrinking and disappearing one-by-one” with “text dynamic mode”: B1”Text shrinking and disappearing after being enlarged”; B2 “first text row shrinking after being enlarged, second text row flying-in from right and disappearing together”. ‘Four sets of internet Ad sample have been used for performing MAD and AAD preference experiment. It is known from the second stage of the experiment that the two combinations of dynamic effects of “product shrinking, disappearing one-by-one, text shrinking and disappearing after being enlarged” and “three sets of product disappearing after fading-in and flying-in, first text row shrinking after being enlarged, second text row flying-in from right and disappearing together” show a better result. There is remarkable difference in advertisement attraction for “text dynamic mode” which makes it a better choice.