如果被唬弄了你會怎樣？探討唬弄式網路廣告之效果

許多網路行銷人員喜歡採用唬弄式廣告來提升其橫幅廣告點選率。網路上的唬弄式廣告通常是在文案或視覺表現上，偽裝成視窗操作或網頁瀏覽機制等花招以吸引網友點閱，然後將網友引入另一個商業網站。但是高點選率不等於優良點選質，許多受到愚弄的網友會快速離開該廣告所連結的網站，甚至產生反感。本研究與大型入口網站合作經由用線上實驗方式，測試不同形式的唬弄式廣告的效果，同時探討三種不同型式的唬弄式網路廣告對於具有不同個人特質的點選者是否會產生不同的效果。共計有1378位網友參加本研究。經過變異量分析後，我們有以下之發現：雖然遊戲式廣告的趣味性高，但與控制組的非唬弄式廣告相比較，並不能顯著提昇瀏覽者對廣告本身以及對廣告所連結網站的喜好程度，它唯一產生的正面效果是增加瀏覽者對產品的訊息需求。仿電腦功能式的廣告會造成瀏覽者的反感，並降低他們對於廣告本身以及對廣告所連結網站的喜好程度。仿表單形式的廣告造成瀏覽者對網頁內容期待的落差，因失諧未得解困而產生負面情緒，降低他們對於廣告本身以及對廣告所連結網站的喜好程度。

關鍵字

網路廣告；唬弄式廣告；網路行銷；感官刺激需求；幽默感

並列摘要

Many online marketing practitioners love to increase the click through rate of banners ads with trick banners. Trick banners are banners that fool the user to click on them by disguising themselves as an ordinary application window or a site navigation method. A high CRT rate doesn't equate a good quality of exposure. A user may leave the site quickly when he realizes that he is fooled, or he may even feel negatively toward the designated site. This study attempts to examine the effects of three types of trick banners, meanwhile take into consideration some of the individual's personality traits. With the collaboration of a large portal site on Taiwan, 1378 internet users participated in our online quasi-experiment. Our findings indicate that users felt the game-play banner more interesting but didn't lead to a more favorable attitude toward the ad itself and to the destination web site, it could only enhance information need for the product. Both the fake application window banner and the fake navigation banner aroused negative feelings among the users and developed a less favorable attitude toward the ad itself and the connected web site.