由周邊路徑效果探討特定網路廣告態度形成：人機互動、情緒及一般網路廣告態度

Examining the Peripheral-Route Effects on Attitude toward the Web ad Formation: Consequences of Human-computer Interaction, Mood and Attitude toward Advertising in General

近年來網路廣告雖然已蔚為學術上的重要研究課題之一，然而現有文獻鮮少以周邊路徑觀點，探討消費者對特定網路廣告態度形成之整體架構。囿於此缺口，本研究根據沈浸理論、人機互動、網路瀏覽行為、廣告態度形成等相關研究，從周邊路徑觀點提出一對特定網路廣告的整體研究架構；探討人機互動結果、情緒、一般廣告態度對特定廣告態度形成之影響及其相關結果。經由實驗結果發現，本研究架構得到支持。研究結果建議，人機互動結果及使用者的一般網路廣告態度顯著正向影響其情緒反應；使用者的情緒反應顯著正向影響其對特定網路廣告的態度；使用者的特定網路廣告態度顯著正向影響其對廣告品牌之態度、並進而顯著正向影響其購買意圖。本研究並提出實證結果在學術上與實務管理上之意涵。

Although internet advertising recently has become one of the important research topics, relatively few existing studies examine attitude toward the web-ad (Aad) formation from an aspect of peripheral-route effects. To fill in this research gap, based on the findings of flow theory, human-computer interaction, internet navigation behavior and advertising attitude formation, this research proposed an integrated framework of attitude toward the web ad formation in the peripheral-route effects. This research empirically examined the relationships among consequences of human-computer interaction, attitude toward advertising in general, mood, attitude toward the web ad, brand attitude and purchase intention. Through a lab experiment, the research framework was empirically supported. The research findings indicated: (1) consequences of human-computer interaction and attitude toward advertising in general had positive impacts on online user's mood; (2) online user's mood had positive influences on attitude toward the web ad; (3) online user's attitude toward the web ad had positive impacts on attitude toward the brand, which resulted in higher purchase intention. In addition, this research discussed its managerial implications and suggested several future research directions.