網路廣告效果之研究

Study of Attention and Memory of Online Banner Advertisings

陳女日明(Nu-Nhat-Minh Tran)

指導教授 ： 鄭錳新

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2014年)

https://doi.org/10.6827/NFU.2014.00257

摘要

近年來，網路行銷快速發達，隨之興起的網路廣告在商業上的應用也成為了一個不可缺少的部分。從此，網路廣告效益之研究越來越受到研究者的關懷。尤其是橫幅廣告（Banner廣告）所帶來的廣告效果更是成為令人矚目的現象而受到重視。因此，本研究目的在於瞭解Banner廣告在動畫狀態與位置不同的狀況下對網路使用者的注意力、辨認及回憶的影響。本研究是利用模擬網站做線上實驗，同時以結構性問卷為調查工具，以SPSS套裝統計軟體的ANOVA及迴歸進行分析與討論。
研究成果顯示，對於網路使用者的注意力與記憶效果，動畫狀態及廣告位置皆有顯著影響。在左上方的動畫廣告顯出的效果比在其他位置的廣告更有效。再者，注意力、辨認及回憶之間的關係獲得積極的支持。

關鍵字

橫幅廣告 ； 注意力 ； 辨認 ； 回憶 ； 網路廣告效益

並列摘要

Online advertising plays an important role in business trade day by day. Identifying the effectiveness of online advertising in the Internet needs to make a progress in researching. Thus, this paper attempts to examine the influence of location and condition of animation used in online advertising to grasp attention and memory from Internet users. A test was designed which was combined with a questionnaire, to evaluate how conditions of animation and location effect on both attention and memory of online users. To analyze data received from questionnaire, ANOVA and regression was conducted to test hypotheses. As our expectation, it provided supports for this positive result of test. The result also indicates a positive relationship of memory performance inside and a positive relationship between attention and recognition in aspect of impression on memory performance.

並列關鍵字

online banner ； attention ； recognition ； recall ； online advertising effectiveness

參考文獻

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