資訊呈現方式對網路行銷廣告效果之研究－－以實驗法探討WWW網路購物情境

The Effect of Information Presentation on Advertising Effectiveness on the Internet: A Laboratory Experiment on WWW On-line Catalog Sales

資訊呈現方式對網路行銷廣告效果之研究──以實驗法探討WWW網路購物情境摘要本研究利用實驗室實驗設計，模擬WWW網路購物情境，探討各種資訊呈現方式對網路行銷廣告效果的影響。研究發現，背景音樂、圖片呈現形態、動畫效果、以及資訊負載形式，都對廣告效果有顯著的影響。另外，研究也發現背景音樂和不同情境變項產生交互作用，對網路行銷廣告效果的影響有所差異。

This paper presents the results of a laboratory experiment which simulates an on-line catalog sales situation. The goals of the experiment is to look into the effect of various information presentation options on advertising effectiveness. Experimental results reveal that background music, mode of picture presentation, animation and levels of information loading all have significant effects on advertising effectiveness. In addition, the effects of background music on advertising effectiveness are significantly moderated by various contingency factors.