橫幅廣告點擊效果之影響因素探究

Exploring Factors Affecting Banner Advertising Effectiveness

江義平(I-Ping Chiang) ； 俞帛宏(Po-Hung Yu)

《Electronic Commerce Studies》 9卷4期 (2011/12) Pp. 433-458

https://doi.org/10.29767/ECS.201112.0003

摘要

本研究以網路橫幅廣告為研究範圍，探討尺寸、位置、檔案形式、網域、內容搭配、品牌訊息、促銷訊息、點擊用語、瀏覽頁面數、停留時間、人口統計變項等11項影響因素，對橫幅廣告點擊率與點擊後行為等廣告效果之影響。根據創市際市場研究顧問的ARO資料庫與廣告監測系統，取得實際的廣告資料與網路使用者瀏覽記錄進行整理與分析。研究發現，較大的廣告尺寸、動態的檔案形式與內容搭配，以及標示品牌的方式呈現，將可以提升橫幅廣告之點擊效果；此外，使用者特性與資訊行為也與上述影響因素具有關聯；最後，本研究依據實證結果，提供行銷人員在橫幅廣告執行與內容設計上的建議。

關鍵字

橫幅廣告 ； 廣告效果 ； 點擊行為 ； 網路行銷

並列摘要

The purpose of this study is to explore the factors enhancing banner ads click effects. In this Study, we proposed 11 factors including banner size, location, file format, domain, content format, brand, promotion, cliché, page viewed, duration, and demographic variables to verify the effects on banner ads clicking behavior. Clickstream data were collected and analyzed from Insightxplorer's ARO panels and ad tracking system. The results show that banners with larger size, animated file and content, and brand information will create more advertising effects. Furthermore, we also find out the some impacts from online users' demographic and behavioral profile. Finally, based on our findings, we provide marketers further suggestions for banner ad execution and content design.

並列關鍵字

banner Ads ； advertising effects ； click-through behavior ； internet marketing

參考文獻

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Nielsen Taiwan (2009)。尼爾森調查：2008 年台灣五大媒體廣告量持續萎縮 6.6％。2009 年 6 月 15 日，取自：http://tw.cn.nielsen.com/site/news20090122c.shtml

Internet Advertising and Media Association(2009). 2005~2009 台灣網路廣告量統計。2009 年 6 月 15 日，取自：http://www.iama.org.tw/03events_01news_content.asp?nno=18

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