衡量網路廣告態度之指標建構

Scale of Internet User's Attitudes toward Internet Advertising

戴軒廷(Hsuan-Ting Tai) ； 馬恆(Heng Ma) ； 張紹勳(Shao-Siun Chang)

《台灣管理學刊》 4卷1期 (2004/02) Pp. 59-83

https://doi.org/10.6295/TAMJ.2004.0401.04

摘要

往昔研究多在調查民眾對傳統大眾媒體廣告的態度，而本研究採橫斷面研究設計探討網路廣告態度衡量指標，以先導研究(N=98)及正式研究(N=587)二階段的信度與效度檢定，發展出精緻化網路廣告之態度量表。在正式問卷調查階段，係以隨機抽樣方式來「控制」個人背景等干擾變數。資料分析亦分探索及驗證二個階段，其中，探索性因素分析用SPSS來進行，驗證階段改以LISREL測量模式來分析，並將樣本以隨機方式分成二組來三角驗證態度量表的穩定性，本研究自編網路廣告態度之衡量指標，共有：確實性、屈辱感、干擾性、厭惡感四個構面。在關聯效標效度之檢定方面，網路廣告態度四項指標和廣告溝通效果四項指標之間的典型相關均達顯著水準；而且網路廣告態度亦能預測銷售效果。

關鍵字

結構模式分析 ； 網路廣告態度 ； 量表 ； 網路廣告 ； 量表 ； 典型相關

並列摘要

Most of the past studies focused on the public attitude toward to conventional mass-media advertisement. But in this study, we apply cross section study design to discuss the indexes measuring the attitude toward Internet advertisement, where the reliability, the validity of the frontier research (N=98) and the formal research (N=587) are surveyed to develop an attitude scale exquisite toward internet advertisement ultimately. In the phase of the formal research, a random sampling approach is conducted to control interference variables (such as personal background). The data analysis is also distinguished into two phases, exploration and verification, where we proceed the explorative factor analysis with SPSS, and apply LISREL assessment mode in the verification phase. As well we divide the sample into two groups, on the basis of random approach, to verify the stability of the attitude scale with triangulation based methods. As a result, the measure index of Internet advertisement can be yielded in four perspectives-reality, humiliation, interference and antipathy. As regards the survey of criterion-related validity, the canonical correlation between four indexes of the attitude toward Internet advertisement and between four indexes of advertising communication effectiveness is 0.72 and 0.16 separately, which reach significance levels. Besides, the attitude toward internet advertisement also predicts sales effectiveness.

並列關鍵字

structural equation model SEM ； attitudes toward internet advertising ； scale ； internet advertising ； measurement ； canonical correlation

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