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Vol.7,No.2,Apr2004WEBJOURNALOFTheRelatedFactorsofInternetAdvertisementEffectsHsuan-TingTaiHengMaShao-ShiunChangPrintedby(1)ÆÆ(2)(3)(4)(5)ÆÆ(6)(7)(Internetadvertisement)(presentationmode)(advertisingeffectiveness)(attitudetowardtheadvertisement)(involvement)AbstractThisthesisistodemonstrateevidence-basedInternetadvertisementscenarios:theimpacts,fromdissimilar“contentsandtypesofwebpage”anddiverse“presentationmodesofadvertisement”,onfiveindexesofadvertisingeffectiveness.587intervieweesarerandomlysampledon-siteforthesurveyofthepersuadedresponsetothreephasesofInternetadvertisingeffectiveness–cognition,affectionandaction.Threeinterferencevariables,“contentinvolvementofwebpage”,“mediausers’behavior”and“personalbackgroundinformation”,arebroughtintothestudystructure.Fromthestudyresults,wefindsomefacts:(1)bothcasualmodels,“contentsandtypesofwebpage→advertisingeffectiveness”and“advertisementpresentationmodes→advertisementeffectiveness”,aresupported;(2)“contentsandtypesofwebpage”hassignificantimpactsonadvertisementclicking,memoryeffectivenessandgeneralattitudetowardtheadvertisement;(3)theinfluenceonadvertisingeffectivenessfrom“presentationmodesofadvertisement”isthemostpowerfulofallinfluencefactors;(4)Amongsixpresentationmodes,thebanneradvertisementisidentifiedasthemostvaluableforadoptionwhiletheanimationadvertisementarethemostattractivebutlacksforpersuasion;(5)threeinterferencevariables,“involvement”,“mediausers’behavior”and“agelevel”yieldreciprocalinfluenceontwocausalmodels,“contentsandtypesofwebpage→advertisingeffectiveness”and“advertisementpresentationmodes→1advertisingeffectiveness”,respectively;(6)2malesaremorelikelypersuadedbyInternetadvertisementintoshoppingonlinethanfemales;and(7)thehighlyinvolvedexcelthelowlyinvolvedinadvertisementclicking,memoryeffectiveness,theattitudetowardtheadvertisementandtowardtheadvertisementagent,andonlineshoppingfrequency.Keyword:Internetadvertisement,presentationmode,advertisingeffectiveness,attitudetowardtheadvertisement,involvement1CHU-92-M-01021995200261969ARPANET1991NSFInternetWeb/(content)(Violino,2001)JupiterCommunications(2003)2005200070280200318466%1223119(Liang&Huang,1998;Menon&Soman,2002)(Bayles,2002;Singh&Dalal,1999)(Lohse&Spiller,1998)(click)Croteau&Hoynes(2001)(BalabanisReynolds,2001)(Settles,1995)Korgaonkar&Wolin(1999)()()()Hoffman&Novak(1996)(persuasion)(e.g.)-(Hawkins,1994)(89)(text-based)(multimediabased)(e-mailads)(electronicbulletinboards,BBS)(classifiedads)(banners)(buttons)(interstitialads)(sponsorshipads)(push)(watermarkeffectads)(89)Zeff&Aronson(1997)(interstitial)41.(1997)(banner)(buttons)(keywords)(portals)(hotcorners)(offlineads)(sponsoredcontent)(targeteddirectmail)gifF1ash(Bettman,1979)(Olshavsky&Granbois,1979)Zaichkowsky(1985)(Zaichkowsky,1985)(Houston&Rothschild,1978)Vol.7,No.2,Apr2004,5(Zaichkowsky,1985)(Allport,1935)(Fishbein&Ajzen,1975)Mitchell&Olsen(1981)Shimp(1981)(MacKenzie&Lutz,1989)Bauer&Greyser(1968)(MacKenzie&Lutz,1989)Mitchell&Olson(1981)Lutz,MacKenzie&Belch(1986)6(89)(1)(hits)(traffic)(visitor)(user)(Hoffman&Novak,1996)(2)(a)(adviews)(adimpressions)(pageviews)(b)(adclick/click-through)(clickthroughrate)1(Zeff&Aronson,2000)Novak&Hoffman(1996)(e.g.)(adimpression)(adrequest)(click/clickthrough)()(clickthroughratCTR)(conversion)(costpermilleCPM)1000(hit)()(pageimpression)(pagerequest)(pageview)()(traffic)(visit)(88)(benchmark)2CPM(costpermille)Vol.7,No.2,Apr2004,7CPM(uniquevisitors)(click)(costperclick)/MICOnlineAD’99(1999)AxlrodKolter&Roberto1.(reach)2.(recognition)3.(attitude)1.2.1.2.3.4.(Action)1.(81)5-102.(84)—,Kotler&Roberto2568Lavidge&Steiner(1961)1.(cognitivestage)(awareness)(knowledge)2.(affectivestage)(liking)(preference)3.(actionstage)(conviction)(purchase)(drive)(ARF)(Bezjian-Avery,etal.,1998)(1)(2)(3)()()()()Internet(externalvalidity)(fieldsurvey)(pretest)(pilotstudy)InternetKorgaonkar&Wolin(1999)(Arens,1996)Internet(extraneous)(90)200210:30~12:002:30~4:301000Vol.7,No.2,Apr2004,9χN%N%31253.2518.727546.8437.3/528.92010618.1/528.921-3027847.47713.131-4013022.16611.2417312.4111.9Internet20534.98214.0305.11-216327.82-314825.221837.13-46511.136962.94-5528.957713.139867.81-512421.138966.36-10478.09916.911183.19916.910(Norris&Colman,1992)Soldow&Principe(1981)InternetH1(source)(message)(receiver)(Hovland&Janis,1953)Goldberg&Gorn(1987)Bayles(2002)H2()()—(Norris&Colman,1992)(Norris&Colman,1992)(Norris&Colman,1992)Vol.7,No.2,Apr2004,11(Greenwald&Leavitt,1984;Park&Young,1986)(James&Kover,1992)(Celsi&Olson,1998)Clancy&Kweskin(1971)Thorson,Reeves&Schleuder(1985)Tavassoli,Shultz&Fitzsimons(1995)U(Bogart,1990)(91)60%20%17%16%(Maddox&Mehta,1997)()(Norris&Colman,1992)Novak(2000)H4()(Hovland&Janis,1953)NUAInternetsurveys(2000)Gallagher,etal.(2001)12()(affecttransfer)(Erevelles,1998)Yi(1990)Hirschman(1986)(pop-upwindows)(watermarkads)(MacInnis&Jaworski,1989;MacInnis,etal.,1991)(Krug