網路商品臨場感對網路廣告效果之影響研究

The Study to Investigate the Presence of Internet Commodity Affecting Online Advertising Effectiveness

陳月華(Yeah-Hua Chen) ； 魏裕昌(Yuh-Chang Wei) ； 孫慶文(Vincent C. Sun)

《資訊傳播研究》 1卷1期 (2010/09) Pp. 27-43

https://doi.org/10.6144/JIC.2010.0101.02

摘要

隨著3D電腦繪圖技術的不斷進步，以及運用3D互動技術來提升網路廣告商品資訊豐富度與臨場感效果，更能吸引消費者的注意，也較傳統2D網路廣告的效果好。在具有互動環境的網路廣告，消費者可輕易操控並藉由各種不同角度來觀賞商品，提高消費者對商品的消費意願。本研究採用心理實驗法，收集了124名參與者的有效樣本資料，經研究分析的結果，發現(1)網路廣告商品視覺呈現方式，對於廣告效果會有影響；(2)3D產品廣告比2D產品廣告視覺化效果好，且對於廣告態度、品牌態度、購買意願有顯著影響；(3)3D廣告比2D廣告所呈現的臨場感較好，讓消費者獲得較佳的商品資訊豐富度。

關鍵字

網路廣告 ； 廣告效果 ； 資訊豐富度 ； 臨場感

並列摘要

Along with the development of advanced 3D computer graphic technologies, the use of 3D interactive technology to improve the information richness and presence of Internet commodity on online advertising better attracted consumer's attention. The advertising effectiveness of 3D online advertising was better than traditional 2D advertising as well. Within an interactive online advertising, consumers could easily manipulate the angle to view the commodity in order to ensure the purchasing intention. The present study adopted experiment psychology method. A total of 124 valid samples data were collected in this study. The results of analysis indicated as follows: (1) Visual presentation of online advertising affected the advertising effectiveness; (2) Visual effects of 3D advertising presentation were better than 2D advertising. The advertising effectiveness of 3D advertising was better than 2D advertising on advertising attitude, brand attitude and purchasing intention as well; (3) Better the presence of advertising, better the product information richness obtained by the consumers.

並列關鍵字

Internet advertising ； Advertising effectiveness ； Information richness ； Presence

參考文獻

耿慶瑞、劉凱銘、黃增隆(2006)。互動廣告對經驗產品屬性轉換之研究。電子商務學報。8，101-128。

林睿康（2009年3月3日）。〈網路成廣告託播新寵兒！資策會：互動多、消費多、消費者印象深〉。上網日期：2009年8月20日，取自「NOWnews今日新聞網」http://www.nownews.com/2009/03/03/339-2416559.htm

動腦雜誌（Brain）（2009）。〈（調查報告）相機品牌好口碑：從網路做起？〉。上網日期：2010年3月15日，取自http://www.brain.com.tw/News/NewsContent.aspx?ID=13320

Bauer, C. R.,Shankaran, S.,Bada, H. S.,Lester, B.,Wright, L. L.,Krause-Steinrauf, H.(2002).The maternal lifestyle study: Drug exposure during pregnancy and short-term maternal outcomes.American Journal of Obstetrics and Gynecology.186,487-495.

Bearden, W. O.,Lichtenstein, D. R.,Teel, J. E.(1984).Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements.Journal of Retailing.60,11-34.