網路廣告版面設計對消費者知覺之影響-以入口網站為例

The Effect of Advertising layout on Consumer's Perception- Take Portal Sites as Example

高琳絜(LIN-CHIEH Kao)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800187

摘要

隨著數位廣告逐漸多元化，網路廣告產品及版面多樣性，如何能夠在第一時間內吸引消費者注意及如何透過版面配置來影響廣告效果，是現在廣告研究領域內不可或缺的一環，尤其是近年來原生廣告運用的普遍性以不干擾使用者觀看網路畫面的方式呈現更佳的網路廣告，可知廣告版面配置的重要性，而過去研究多為調查廣告內容及廣告訴求，較少針對透過廣告配置增加廣告效果。
觀看實際入口網站，可發現廣告版面是由許多不同的產品、品牌組合而成，若將畫面具有系統性調整及運用高知名度產品做操弄，是否能夠增加廣告效果，因此本研究將利用三種不同的實驗，進行畫面差異性比較，一、橫幅廣告與原生廣告，二、廣告產品根據類別排列與實際頁面(無排列)進行比較，三、具有高知名度產品與實際頁面(無高知名度產品)進行比較，研究設計三種不同版面，探究所操弄的入口網站版面與實際頁面是有否有明顯差異及是否具有較佳廣告效果，本實驗將版面依照研究目的設計，模擬真實入口網頁畫面實驗並透過問卷進行分析。
本研究的結果顯示:
1.原生廣告廣告記憶效果較橫幅廣廣告好
2.將廣告產品一致性排版廣告效果較無一致性排列佳
3.廣告版面中具有高知名度產品廣告效果較無高知名度產品佳。

關鍵字

原生廣告 ； 廣告版面 ； 廣告效果 ； 廣告產品排列

並列摘要

With the diversification of digital advertising and new online products are available to advertisers， the ability to continue maintaining consumer attention and ensure the effectiveness of advertising efforts is vital. Advertising layout is a valuable component in achieving this in an evolving digital environment and the universality of native ads in recent years has given companies the ability to create higher quality advertising without disrupting the user experience. The importance of advertising layout has been documented in past research，but with a heavy focus on the performance and content of a particular subject leaving a gap in research on general effectiveness of ad placement for a broad range of applications.
Through observing a group of live websites，it is noted that advertisement layout is made up of a combination of different products and brands. Through adjustments in placement and product，the performance and effectiveness of a given site’s advertisement can be enhanced. This study conducts three experiments to compare effectiveness of advertising through layout. First，banner and native advertising effectiveness，second，advertised product category and site relevance comparison， and third，the comparison of high-profile products and site relevance. This study will design three different layouts and analyze their performance against a group of three live sites using web portal simulations and questionnaires.

The results of this study show:
1.The memory effect of native advertising is greater than of banner ads.
2.Consistency of product advertising layout can directly increase effectiveness.
3.A layout including high-profile product advertising has greater effectiveness.

並列關鍵字

Native ads ； ad layout ； ad performance ； ad product rankings

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