行動寬頻趨勢下之個人化行動廣告設計要素評選

The Evaluation of the Design Factors of the Personalized Broadband Mobile Advertisement

網際網路的發展，讓網路口碑除採用文本基礎的文字傳播外，亦可因應圖像傳播時代的來臨、及真實網路環境中廣為流傳「有圖有真相」的現象，而將圖片加入，以更多元化之呈現。故本研究探究「網路口碑資訊特性」對消費者「再傳播意願」之影響；另將「視覺提示」作為干擾效果，並採2×2 實驗設計法。結果顯示，網路口碑資訊特性高低，對消費者再傳播意願有顯著差異，而視覺提示在此具顯著正向干擾效果，特別是當資訊特性較低時，對消費者再傳播意願影響的干擾效果更為顯著。

This study constructs the influence model of electronic word-of-mouth (eWOM) information characteristics (vividness and interactive) on consumers’ re-transmission intention (online forwarding and online chatting). Besides, this study is based on two factors experimental design and uses food products to explore the effects. We have 364 questionnaires through online questionnaire and total effective sample are 299 questionnaires. However, the results show different eWOM information characteristics will influence re-transmission intention and have the significant effect. In addition, visual cues have the moderating effect between eWOM information characteristics and re-transmission intention. Further, lower-richness eWOM information characteristics (less vividness and less interactive) on re-transmission are more significant affected by visual cues.