網路廣告點選因素之市場行銷美學研究

雖然內容共分為21項題組，而填寫問卷的受訪者是500個集群取樣的北區大專生。研究結果如下：1.網齡長短與上網時間具有關聯性。2.資訊搜尋、休閒娛樂是他們主要的上網目的。3.有創意、色彩鮮明、折扣＆贈品、位置醒目依序是較受歡迎的網路廣告行銷策略臺灣景氣還在緩步回溫當中，網路廣告市場卻已經有明顯的成長與突破。網路廣告突破傳統限制，運用超文字、超連結、影像、圖形、動畫、聲音等超媒體特性，使網際網路邁入另一個新境界，成為目前最具發展潛力的一項資源服務系統。研究指出年輕族群為國內網路主要的使用者，所以上網習性、點選行為、視覺效果、內容文字、及廣告類型，就成為做產品廣告策略的重要依據。本研究的主要了解北區大專生（臺北、桃園、及新竹）上網人口的背景資料、網路經驗、與廣告點選的原因。網際網路最受歡迎的廣告行銷美學策略、網路經驗與點選行為的關係、及網路廣告之視覺傳達效果與應用也是研究焦點。問卷，動畫、頻率大、有創意、位置醒目是4項對女性網友相當有效的行銷策略。4.因素分析結果顯示，影響學生點選廣告的因素可歸納為圖文創意因素與版面曝光因素。

The significant growing speed in the internet advertising could contribute to a remarkable technical device that could integrate many functions such as super-link, motion picture, photo, and sound effect into personal computer. The most magnificent resource service system served at least 8 million customers, in Taiwan, that most them were college level. Therefore, a new marketing segmentation needed consumers' using data collection to summarize internet marketing strategies. The research generalized users' on-line attitude, clicking behavior, favorite visual communication, context, and ads pattern to figure out the internet ads aesthetic strategy. The researcher chose college students in the northern Taiwan including Taipei, Tao-Yuan, and Hsin-Chu, concentrated on analyzing sample demographic, on-line experiences, and ads clicking preference. The questionnaire contained 21 questions and collected data from 500 randomly selected college students. The results indicated that: (1) the on-line age influenced on-line hour, (2) information searching and recreation entertainment were main on-line purpose; (3) the sequence of popular and effective ads strategies were creative, colorful, free gift & discount, and location for girl users; and (4) factor analysis showed picture text creative and exposure were significant reasons to lead students' clicking.