女性服飾橫幅廣告表現手法對橫幅廣告效果之影響

The Effects of Women Apparel Banner Ads on the Performance of Banner Advertising

陳添福(Tien-fu Chen)

《玄奘資訊傳播學報》 8期 (2011/07) Pp. 79-109

https://doi.org/10.29594/XLZY.201107.0004

摘要

隨著網際網路的蓬勃發展帶動了網路廣告的快速成長，而廣告的表現手法也不斷創新，在購物網站中女性服飾橫幅廣告的行銷效果更受注意。因此本研究的目的是了解女性服飾橫幅廣告表現手法對橫幅廣告效果之影響，了解不同「橫幅廣告表現手法」與「圖像設計」對網站使用者「廣告點選意願」效果之影響。研究方法採用線上網路問卷調查，研究結果發現女性服飾橫幅廣告之不同呈現手法，在互動式的點選意願上明顯比靜態式、動態式多，女性服飾橫幅廣告之不同呈現手法與年齡、線上購物經驗、線上購物次數有相關。女性服飾橫幅廣告之不同圖像設計攝影圖像比插畫圖形的點選意願高，女性服飾橫幅廣告之不同圖像設計與教育、年齡有相關，因此設計師在製作女性服飾橫幅廣告時可以互動式之表現方式搭配攝影圖像的呈現可提高點選意願，可依不同年齡層的服飾訴求設計出不同的女性服飾橫幅廣告提高廣告效果。

關鍵字

橫幅廣告 ； 廣告效果 ； 點選意願

並列摘要

With the booming development of Internet, the web advertisement is growing rapidly and presentation of Ads has been innovated constantly. Among all the web Ad methods, the banner ads for women apparel especially plays a critical role in online shopping website. Respecting mentioned above, this research focus on how the women apparel banner ads would cause effect to web banner and comprehend effect of different banner Ad presentation and graphic design to web-surfers' Ads clicking will.From the gathered and valid online questionnaire, this research shows that in all different presentation ways of women apparel banner ads, the click rate of interactive banner is relatively higher than static banner and dynamic banner, and the preference may vary from age, online shopping experience and times of online shopping. Also, the click rate of photographic display is higher than illustration display in graphic layout design and the preference may vary from education and age. Accordingly, it could be assumed that an interactive banner with photographic presentation could increase will of clicking banner Ads and the customized women apparel banner ads for different age may lead to positive advertising effect.

並列關鍵字

Banner advertising ； advertising effectiveness ； AD Clicks