網路廣告曝光率對廣告效果之探究

The Effectiveness of Internet Advertising Exposure

江義平(I-Ping Chiang) ； 許雅玲(Ya-Ling Syu)

《創新與管理》 7卷1期 (2009/11) Pp. 109-124

https://doi.org/10.30118/JIM.200911.0005

摘要

由於網路使用日趨普及，許多廣告主也開始增加在網路上投放廣告。過去的研究大多以點擊率來評量廣告效果的優劣，然而目前過低的網路廣告點擊率是無法真實的反應出廣告內容是否真正傳達給消費者，也無法了解消費者是否有能產生購買意圖。現行的研究對於網路廣告曝光率對使用者造訪次數、網頁閱讀數、停留時間等廣告效果之關聯性卻較少加以討論。因此，本研究試圖發展出探討廣告曝光率對廣告效果的影響之實證研究觀念性架構，藉由理論的歸納以及架構與命題的建立，探究出不同廣告特性及內容的網路廣告曝光率與廣告效果之關聯性，俾便作為後續廣告曝光效果之理論與實證研究發展的工具基礎。

關鍵字

網路廣告 ； 廣告曝光 ； 廣告效果 ； 網路行銷

並列摘要

As the internet becomes more popular, more companies increase their internet advertising. Past researches focused on the click-through behavior as an only effect of internet advertising. However, low click-through rate was unable to reflect the real advertising effect, such as understanding the ad contents and increasing purchasing intention. Recently, since very few studies tried to discuss the effect of internet advertisement exposure on other efforts like visiting the target websites and spending more time and viewing more web pages, this research tries to build a conceptual framework to find out the relationship between internet advertisement exposure and effectiveness. In addition, several propositions are proposed in order to serve as a stepping stone for future theoretical and practical studies.

並列關鍵字

Internet advertising ； exposure ； advertising effect