論文摘要 在電子郵件行銷越來越受到大家重視之際,本研究的目的為探討關於網站發送給會員的電子報中,不同的「廣告呈現方式」是否會對廣告效果產生影響?並考量加入「廣告版位」及電子報閱讀者「個人屬性」因素進行探討。 本研究透過與目前國內頗具盛名的手機網站─手機王合作,以實地實驗方式進行本研究,研究結果重點整理如下: 1. 電子報廣告呈現方式對廣告效果之影響力很大。 2. 電子報閱讀者之個人屬性對廣告效果有影響。 3. 電子報廣告以位於電子報最上方之廣告版位效果最佳 4. 電子報中同時包含多個不同廣告呈現方式時,廣告呈現方式則以媒體豐富性高的廣告型態,廣告效果較佳 本研究研究結果在實務上可提供網路業者在進行電子郵件行銷之參考,亦將有助於做為發展「電子郵件行銷」理論之參考基礎。
The research is to study the relationship between the advertising way and the advertisement's performance on the email. And we investigate Ad placement and personal attribute as mediators of the advertisement's performance. This study to team up with 「SOGI.NET」the famous mobile website in Taiwan and use the research of field study.The contribution of this research includes the following: 1. The advertising way have significant influence on advertisement's performance. 2. Personal attribute have significant influence on advertisement's performance. 3. Top placement of eamil has the highest click rate. 4. When having many different advertising ways on the email, rich medias Ad has better advertisement's performance. This study can help enterprise get more benefit when they are run email marketing.