由於人格特質的不同會造成消費者在資訊搜尋與說服路徑的選擇上有所差異,因此本研究從2D、3D虛擬實境呈現對網路廣告效果影響的觀點切入作為本研究之主要架構,再以自我指涉(Self-reference)及認知需求(Need for Cognition)視為干擾變數,透過認知需求程度高低將消費者加以區隔,並搭配自我指涉廣告內容敘事型(Narrative)、分析型(Analytical)及無自我指涉三種廣告內容類型、2D靜態圖示與3D互動影像兩種廣告呈現方式,以三項構面為基礎搭配出12組不同類型的廣告分析組合。配合推敲可行性模式(Elaboration Likelihood Model, ELM)及資源配適理論(Resource-Matching Theory)的應用,進一步探討網路廣告呈現方式、廣告內容及顧客特性三者之間的交互關係。 研究結果顯示,自我指涉、認知需求、虛擬實境分別在不同的組合下將產生不同程度的干擾作用。結果發現高認知需求的消費者對自我指涉廣告內容的感受較為敏感;而影響低認知需求消費者的關鍵因素在於網路廣告的影像效果;且兩者對廣告態度、購買意願的影響效果皆大於對產品的品牌態度。因此,在實務的應用上可以針對不同的市場區隔,提供對其最佳廣告呈現與內容組合順序,以達到企業利潤之最大化。
As competition in B2C e-commerce becomes more intense, Web-based stores are attempting to attract consumers’ attention by exploiting state-of-the-art technologies. Virtual reality (VR) on the Internet has been gaining prominence recently because it enables consumers to experience products realistically over the Internet. The research contrasts narrative self-referencing with analytical self-referencing that application in Virtual reality of Internet advertisement, and separate consumer’s group with Need for Cognition degree. This study regard Self-reference and Need for Cognition as the parameter of interfering. It refers to the application of Elaboration Likelihood Model and Resource-Matching Theory, and examines the interaction of Virtual Reality, Self-referencing advertising content and customer's characteristic. The result of study shows Virtual Reality, Self-reference and Need for Cognition produce the various interference results under different matching separately. And the influence results of advertising attitude and purchase intentions are greater than the attitude about brand of the products. Taking the research findings, it can separate to different market districts, offer advertisement of the best mode of display and content to individual consumer. And it bring about the maximization of consumer's Learning result.