從消費者人格特質差異探討網路廣告效果之研究

A Study of Web Ads’ Effects on Consumers with a Focus on the Differences of Personal Characteristics

林曉薇(Xiao-Wei Lin)

指導教授 ： 吳明泉

長榮大學/資訊暨工程學院/資訊管理研究所/碩士(2007年)

https://doi.org/10.6833/CJCU.2007.00042

摘要

隨著網際網路與電子商務的蓬勃發展，網路廣告行銷也蔚為趨勢。然國內網路廣告相關研究仍然不足，尤其對網路廣告、消費者與產生之效果等三方面尚無較完整討論，無法提供廣告業者參考，發揮其目標行銷應有之功能。
本研究針對這三方面建立一研究架構，在網路廣告方面，分別從訊息內容與呈現方式選擇四個構成要素討論；在消費者方面，除常用之人口基本資料，主要討論外向及開放性等兩項人格特質；在廣告效果方面，則分三種反應層級來探討。根據此架構，本研究完成問卷設計，採便利抽樣對網路使用者施測，得有效問卷617份。再運用包括信度分析、變異數分析等統計方法，來驗證問卷量表之信度及相關研究假設。
研究結果發現，整體而言，廣告訊息內容較其呈現形式產生較高之效果，其中有關商品、活動訊息及呈現位置所產生之效果比較其他構面顯著；此外，也驗證了廣告對不同人格之消費者果然產生不同效果的假設，外向性與開放性高的消費者對廣告效果反應較明顯，且特別對於商品、活動、互動性及呈現位置等構面有較顯著差異之效果。此結果可以提供業界及學術界研究與應用之參考。

關鍵字

網路廣告 ； 廣告要素 ； 人格特質 ； 廣告效果

並列摘要

With the rapid development of Internet, Web ads have become a perversive channel for marketing. However, related research results seem insufficient in Taiwan. Typically, there is a lack of understanding on how consumers with different personality react to different types of Web ads. Without such understanding, enterprises cannot fulfill the targeted marketing functionality that Web ads have promised.
This study attemptted to explore, in a more comprehensive way, the relationships among three perspectives: Web ads, consumers, and effects. Among them, 8 elements about Web ads’ contents and formats, two types of personality traits, and three levels of related effects were thoroughly discussed. Operational definition about each variable was developed through intensive literature review, and a questionnaire was designed afterwards. A survey was conducted on general Web users, using convenience sampling, and totally 617 records of data were collected. Data analysis methods such as factor analysis, cluster analysis, and ANOVA analysis were applied to test the reliability, validity, and related hypothesis.
The analysis result has shown that content, specifically merchandise and promotion elements, has relatively better effects than the others on consumers. Also, the research validates that consumer’s personal characteristics have significant difference on those effects from different Web ads’ elements. Notably, Web ads tend to create more effects on people with characteristic of high extroversion and openness than the opposite. More significant differences are seen on such elements as merchandise, promotion, interaction, and position. The result can provide useful guidance for academic references and business application.

並列關鍵字

Web ads ； Web elements ； Personal characteristics ； Ads effects

參考文獻

[18] 周惠莉(民92)，「五大人格特質、性別角色與轉換型領導關聯性之研究」，中原大學企業管理學系碩士論文。

[68] 盧怡鈴(民92)，「資訊呈現方式、回饋機制對網路廣告效果影響之研究—以網路活動型廣告為例」，中原大學資訊管理學系碩士學位論文。

[15] 車先蕙、李燦如、帥文慧、陳正文、劉南琦譯(民86)，「人格理論(原Duane Schultz and Sydney Ellen Schultz著)」，揚智文化，台北。

[39] 陳亭羽、黎高維(民94)，「網路廣告形式對吸引消費者注意之實驗分析」，管理與系統，第12卷第2期，1-31頁。

[2] Allport, G. W.(1937), "Presonality: A PsychologicalInterpretation., " New York, Holt.