隨著網際網路的發展，網路平台不受時空限制的特性與使用的便利性，使網路廣告成為頗具潛力的行銷管道，網路廣告的互動性及消費者直接購買特性，使網路廣告較傳統廣告更引人注意。目前有許多相關研究指出，適當的多媒體網路廣告訊息是能吸引消費者去點選觀看，而其訊息和內容會影響消費者購買的意願。
本研究提出觀看網路廣告時，消費者對品牌知名度、品牌知覺及品牌態度等品牌特性對購買意圖之影響去探討，本研究採用問卷調查法，總共收集有效問卷198份，利用SPSS 20.0及Smart PLS 3.0統計軟體進行實證並驗證本研究所提出之各項假說，結果顯示消費者在觀看網路廣告後，該品牌的知名度及對該品牌的知覺與態度會有不同程度的去影響購買意願。本研究的結果可以提供企業雇主在網路行銷上的運用，以提高消費者的購買意願。

With the development of the Internet, the characteristics of the Internet platform that are not limited by time and space and the convenience of use have made Internet advertising a potential marketing channel. Advertising is more noticeable than traditional advertising. At present, many relevant studies have pointed out that appropriate multimedia online advertising messages can attract consumers to click and watch, and their messages and content will affect consumers' willingness to purchase.
This study proposes to explore the influence of brand characteristics such as brand awareness, brand perception and brand attitude of consumers on purchase intention when viewing online advertisements. A total of 198 valid questionnaires were collected in this study. Use SPSS 20.0 and Smart PLS 3.0 statistical software to carry out demonstration and verify the hypotheses proposed in this study. The results show that after consumers watch online advertisements, the brand's popularity, perception and attitude of the brand will affect the purchase intention to varying degrees. The results of this study can provide employers with the application of Internet marketing to improve consumers' purchase intention.

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