視覺與聽覺網路廣告型態對消費者態度之影響

A Consumer Attitude Study of Web Advertisement Expressions Style-Visual and Acoustic

王年燦 ； 陳訓平

《藝術學報》 75期 (2004/12) Pp. 71-86

https://doi.org/10.6793/JNTCA.200412.0071

摘要

研究指出，大多數的網路使用者不會注意網路廣告，甚至厭惡網路廣告。本研究探討視覺與聽覺網路廣告呈現方式對消費者所產生的影響及差異性。文獻分析後，發展出新的型態，命名為「語音行銷式」網路廣告，並以實驗法進行研究，運用隨機抽樣及獨立樣本單純後測進行。研究結果顯示，消費者對網路廣告產生的態度反應，以廣告效果及注意程度為指標，聽覺型態較視覺型態吸引消費者；在點選廣告時間反應上，聽覺型態點選時間只需視覺型態的26%，證明「語音行銷式」網路廣告遠優於現行視覺型態網路廣告。

關鍵字

網路廣告 ； 語音行銷 ； 點選行為 ； 訊息呈現

並列摘要

Upon research, most of the internet users do not pay attention to and even dislike web advertisement. In addition to study the differences between visual and acoustic web advertisement styles, this research explores the effects of the two styles on consumers. We first analyze related past works, followed by developing new web advertisement style, and named tyle of Speech Marketing? web advertisement. This research is then conducted based on experimentation, by random sampling and independent Samples Test. By measuring advertisement feedback and degree of attention, our result indicates consumers are more attracted to acoustic than visual web advertisement. The measuring of response time of clicking on advertisement reveals acoustic takes only 26% of what is needed for visual. This significantly evidence tyle of Speech Marketing? outperforms visual style web advertisement.

並列關鍵字

Web Advertisement ； Click Through ； Expression Style ； Degree of Acceptance ； Style of Speech Marketing