訊息可信度、廣告迴避、網頁適配程度與廣告效果之研究

本文以飛牛牧場為例，探討訊息可信度、廣告迴避、恐懼廣告與網頁適配程度、廣告效果四個研究變數之間的關係。本文的驗證結果顯示：（一）恐懼廣告與網頁的適配程度，會正向顯著影響廣告態度、產品態度、購買意願。（二）訊息可信度高的恐懼廣告比訊息可信度低的恐懼廣告，有較好的廣告態度、產品態度、購買意願。（三）無廣告迴避的恐懼廣告比有廣告迴避的恐懼廣告，有較好的產品態度、購買意願。（四）恐懼廣告在低網頁適配程度的情況下，訊息可信度高的恐懼廣告比訊息可信度低的恐懼廣告，有較好的廣告態度、產品態度、購買意願。（五）恐懼廣告在低網頁適配程度的情況下，無廣告迴避的恐懼廣告比有廣告迴避的恐懼廣告，有較好的產品態度、購買意願。期能透過上述研究結果，釐清上述研究變數間的關係，並提供實務建議予休閒農場業者。

關鍵字

訊息可信度；廣告迴避；網頁適配程度；廣告效果

並列摘要

In this study, we choose Flying Cow Ranch as our research object. This study adopts fear advertising type in order to clarify the relationships among source credibility advertising avoidance, degree of adaption of the Web page, and advertising effect. The results of this study are as follow. (1)Fear ad and the degree of adaption of the Web page has better impacts on the ad attitude product attitude and buying intention. (2)High source credibility of fear ad has better impacts on the ad attitude, product attitude and buying intention than low source credibility. (3)Fear ad without ad avoidance has better impacts on the product attitude and buying intention than fear ad with ad avoidance. (4)High source credibility of fear ad has better impacts on the ad attitude, product attitude and buying intention than low source credibility under low degree of adaption. (5) Fear ad without ad avoidance has better impacts on the product attitude and buying intention than fear ad with ad avoidance under low degree of adaption. We hope to provide practical recommendations to the leisure farms through the research findings.