決策過程因素與網頁廣告關係之研究－以飛牛牧場為例

網際網路的快速興起，加上全球資訊網的多媒體特性能讓廣告創意有多元化的展現，廣告主及行銷工作者在選擇廣告媒體時，已漸漸的將網路廣告納入考量，甚至有凌駕傳統平面媒體的趨勢。而國內休閒農場經營業者並未能有足夠的資源來做行銷推廣，網際網路低成本、高擴散性的功能，或可成為一項有效廣告工具。因此本研究目的主要探討消費者對於休閒農場網頁廣告內容、格式的重視程度，並分析消費者決策過程因素與休閒農場網頁廣告內容、格式重視程度之關係，以及檢測消費者特質對休閒農場網頁廣告內容、格式重視程度之影響。本研究以飛牛牧場的遊客為研究對象，研究結果發現，整體而言，遊客較重視休閒農場網頁廣告之格式。在內容方面，遊客首要重視的項目為交通、住宿設備、價格；在格式方面，最重視的是網頁觀看的舒適性，如主題明顯度、閱讀順暢性。就消費者決策過程因素與休閒農場網頁廣告內容、格式重視程度之關係方面，消費者決策過程中之購前階段主要變數與休閒農場網頁廣告格式較有關；而在購買階段主要變數則與廣告內容較有關；購後評估階段主要變數則與廣告內容及格式均呈現顯著相關。另外，消費者人口統計變數對休閒農場網頁廣告內容、格式的重視程度會產生影響之因素有性別、教育程度、個人月收入等，消費者的WWW熟悉度則與廣告格式較有關，至於消費者先前消費經驗對於休閒農場網頁廣告內容、格式的重視程度影響並不顯著。

關鍵字

網站廣告；廣告內容；廣告格式；休閒農場；消費者決策過程

並列摘要

The rapid progress of internet and the characteristics of multimedia of international information network have made the reveal of commercial creativity becoming multifarious. When choosing commercial media, the customers and the salespersons are gradually considering internet commercial even more than plane media. The limited resource of domestic leisure farmers has difficulty to promote public sales; hence, internet with functions of low cost and wide spread becomes an effective commercial tool. The main purpose of this research is investigating the view points of consumers on the contents of homepages and the importance of format of the internet commercial. Furthermore, to understand the relationship between the consumers choice and the commercial’s content in order to examine effectiveness between the characteristics of consumers and the contents of the internet commercial. This research used Flying Cow Ranch as investigation target. In summary, the results indicate that the consumers paid more attention on the format of the internet commercial. About the content, the important information consumers needed were traffic, facilities of rooms, and prices. As the format, the viewing comfortability was important, such as clearance of subject, fluent of reading, etc. When making decision, the main variables affecting consumers before consuming were more related to the format; the contents were more effective during consuming; and both format and contents were all effective after consumption. In addition, the data of population statistics of consumers including sex, education, income, etc. were all compared with the internet commercials and indicated that the familiarity of WWW was related to the commercial format. The previous experience of consumers was not significant to the contents and format of the internet commercial.

並列關鍵字

Internet commercial ； Commercial contents ； Commercial format ； Leisure farms ； Decision making of consumers

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