結合自我指涉手法之網路消費者經驗組合對廣告效果影響－－以產品知識為干擾變數

The Combination of Online Consumer Experience with Self-Reference to Advertising Effects—Product Knowledge and Shopping Situation as Moderators

隨著資訊技術的快速發展，近年來網路廣告的呈現方式，已從早年的靜態文字，發展到3D立體的多媒體型態。本研究旨在探討網路消費者經驗組合，透過2D平面、3D互動及虛擬代言人的網路廣告呈現，搭配自我指涉的內文設計，以產品知識的程度為干擾變數，以求得知變數間交互關係與最適組合。本研究結果指出，網路消費者的產品知識程度差異將產生不同的最適組合。本研究發現，實驗設計的廣告組合中，無產品知識的干擾下，以3D互動搭配的網路廣告效果最佳；當消費者擁有高產品知識時，則偏好分析型自我指涉搭配可完整呈現產品外貌之3D互動廣告；反觀虛擬代言人經驗搭配敘事型自我指涉之廣告，則較受低產品知識的消費者所青睞。本研究同時比較不同類型的網路廣告呈現之廣告效果，以求在學術理論上之貢獻，亦可做為企業進行網路市場區隔之行銷策略的建議。

With the development of information technology, online advertising has developed from static text into 3D multimedia in recent years. The purpose of this study was to explore the combination of online consumer experience, through the existing common 2D, 3D and virtual avatar, with self-referential context design, and product knowledge as moderators, to investigate the optimal combination and the interaction between variables. This study showed that the level of product knowledge for online consumers has different advertising effects on the combination. The combination of online consumer experience has best advertising effect among by 3D interactive in the absence of interference. Consumers with high product knowledge prefer to 3D with context of analytical -based. The 3D interactive and narrative-based content in online advertising was favored by consumers with low product knowledge. This study has contributed to the academic from the result of comparing different types of online advertising. The result of this study also is available as the basis of internet marketing strategy.