WWW互動廣告與傳統廣告效果之比較

The Comparison of WWW Interactive Advertising and Traditional Advertising Effectiveness

WWW提供了一種與傳統商業環境不同的行銷溝通模式，而WWW上廣告活動持續增加，但缺乏較完整之廣告效果實證研究，所以引發探討WWW 互動廣告與傳統廣告效果比較的動機。本研究分析不同的瀏覽行為（目標導向行為﹑衝浪式行為），不同的產品類型（搜尋產品、經驗產品）之下，WWW互動廣告效果是否與傳統廣告有差異。從實驗各組的驗證中，發現不同瀏覽行為以及不同產品類型，WWW互動廣告需要提供不同互動層次，才會比未提供內容互動的傳統廣告有效。

The objective of this research is to explore the comparison of WWW advertising and traditional advert ising effectiveness. The study conducted experiment method, using four interactivity levels of advertisement and non-interactivity level of advertisement as experimental group and using navigation behaviors and product types as intervening variables to find the effects of interactivity on advertisement. We found the WWW advertisement needs the different level of interactivity to make more effective than the traditional advertisement when we considering the different navigation behaviors and product types.