從品牌社群成員相似性觀點探討社群公民行為之研究

From Brand Community Members’ Similarity Approach to Explore Community Citizenship Behavior

本研究探討網頁內容所引發的消費者情感對線上展示型廣告效果的影響。經由實驗室實驗法，本研究發現當網頁內容引發消費者正向情感時，會比負向情感的消費者有較佳的廣告回想、廣告態度、購買意圖和廣告點擊率。同時，廣告類型、產品類型、廣告注意程度、產品涉入程度具有調節的作用。根據研究的發現，我們提供線上廣告服務提供者與廣告主實務上的建議。

This study investigates the influence of customers’ mood states, as elicited by webpage content, on the effectiveness of online display ads. A laboratory experiment is conducted and the results show that customers in positive moods induced by webpage content will have better recall, attitude, purchase intentions, and will be more likely to click on display ads, compared to those in negative moods. These effects are also moderated by advertisement type, product type, attention level, and product involvement. Based on these findings, this study offers guidelines for Internet advertisers and advertising service providers.