當消費者面對廣告中不同的呈現方式會對廣告有著不同的態度，對產品也會產生不同的評價，本研究將以網頁廣告視覺設計作為廣告中主要的重點來去探討，本論文擬以社群評價為調節因子、廣告態度為中介因子，透過實驗設計法來檢驗此主張，主要擬探討網頁廣告視覺設計與購買意願關係是否受其中介效果影響。
本研究推論顯示1.網頁廣告視覺設計會正向的影響廣告態度。2.廣告態度會正向的影響消費者購買意願。3.網頁廣告視覺設計會正向的影響消費者購買意願。4.社群評價在網頁廣告視覺設計及廣告態度之間存在調節效果。5.社群評價在廣告態度及購買意願之間存在調節效果。6.廣告態度在網頁廣告視覺設計及購買意願之間存在中介效果。
由此推論社群評價在視覺設計上對消費者廣告態度的關係中有著調節效果、在廣告態度與購買意願中亦有著調節作用；同時視覺設計可以增加消費者對廣告的好感度，進而提升了消費者對產品的需求，對消費者的購買意願帶來正向的影響。

中文摘要 1
誌謝 2
目錄 3
圖目錄 5
表目錄 6
第壹章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 10
第三節 研究流程 11
第貳章 文獻探討 13
第一節 社群評價 13
第二節 網頁廣告視覺設計 17
第三節 廣告態度 18
第四節 購買意願 25
第五節 價值 27
第參章 研究方法 28
第一節 研究架構與假設 28
第二節 研究變數之操作性定義 31
第三節 研究設計 32
第肆章 資料分析 48
第一節 敘述統計分析 48
第二節 Pearson相關分析 52
第三節 信度分析檢定 56
第四節 效度分析 59
第五節 因素分析 60
第六節 SEM模型分析 63
第伍章 結論與建議 67
第一節 結論 67
第二節 研究建議 70
第三節 研究限制 71
參考文獻 73
中文文獻 73
英文文獻 74
附錄一、 正式問卷 81

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