本研究係以生活型態作為協同過濾推薦之消費者分群基準,採用譚大純等學者 (1999)所發展出來的生活型態量表,從原先的35題共12因素構面重新縮減為與消費者選擇數位相機(本研究實驗產品)有相關之12題2構面的生活型態量表,再將消費者依據本研究所發展的12題生活型態量表進行分群來推薦數位相機,以形成個人化推薦網路廣告。再以個人化推薦的網路廣告為基礎,將涉入程度與產品知識視為干擾變數,探討虛擬角色代言人、自我指涉與價格促發對廣告效果之影響。結果顯示,在結合個人化推薦、虛擬角色代言人、自我指涉與價格促發的網頁其廣告認知、廣告態度會優於結合個人化推薦與虛擬角色代言人的網頁;在結合個人化推薦與虛擬角色代言人的網頁其廣告認知、廣告態度、品牌態度、購買意圖會優於個人化推薦的網頁;而消費者的涉入程度對自我指涉之廣告認知、廣告態度與品牌態度會有干擾效果,統計上顯示,當消費者為高度涉入在有自我指涉的推薦網路廣告上,其廣告認知、廣告態度與品牌態度會優於無自我指涉的推薦網路廣告。消費者的產品知識對促發價格之廣告態度會有干擾效果,統計上顯示,當消費者為中度產品知識在有價格促發的推薦網路廣告上,其廣告態度會優於無價格促發的推薦網路廣告。
In this research, lifestyle used as a basis of Collaborative Filtering Recommendation and formed the personal recommendation web page. Based on the personal recommendation web page, the involvement and product knowledge were used as moderators to discuss the impact of the avatar, self-reference and price priming on advertising effectiveness. The result shows the combination of personal recommendation, avatar, self-reference and price priming of the web page on advertisement recognition and advertising attitude has better effect than the combination of personal recommendation and avatar of the web page. The combination of personal recommendation and avatar of the web page on advertisement recognition, advertising attitude, brand attitude and purchase intension has better effect than personal recommendation of the web page. Consumer’s involvement has moderate effect on advertising attitude and brand attitude of self-reference. Consumer’s product knowledge has moderate effect on advertising attitude of price priming.