論文題目：資訊策略對網路行銷廣告效果之影響-
WWW購物網站之實驗室研究
指導教授：范錚強、李小梅博士 研究生：陳姿伶
論文摘要
電子商務的發展，正如火如荼地進行，不但改變人類的生活習慣，豐富化生
活內容，更創造了新型態的商業及經濟行為模式，商機可謂無遠弗屆。有鑑
於此，WWW購物網站紛紛建立，企業行銷業者也視網路為其行銷新利器。
然而，行銷理論應用於新興網路媒體上，是否能得到與其他媒體同樣的結果
？在網路購物情境中，應如何進行資訊策略的設計？產品、訊息內容、媒體
要素安排、廣告擺放設計是否對網站網站廣告產生影響？本研究從資訊的內
容與實現角度，探討WWW購物網站中，資訊策略對廣告效果的影響。
因此，本研究以實驗室實驗法進行研究，藉由WWW購物情境模擬，以自行
開發的實驗產品網站為實驗標的，從中操弄各項變數，並藉由線上問卷收集資
料的方式，對上述問題詳加探究，冀望能對WWW網路行銷有所貢獻。研究
結果發現：
一、 廣告的訊息訴求方式，對於消費者的價格意願有顯著影響。以感性訴求
時，能引發消費者較佳的價格意願。
二、 媒體要素策略，會影響消費者的廣告態度與資訊記憶效果有顯著影響。
其中豐富動態的媒體要素策略，引發較佳的廣告態度，但是對記憶效果
造成干擾。
三、 產品類別，對於廣告效果的態度、意願與資訊記憶效果有顯著的影響。
整體而言，耐久性經驗品的廣告效果優於非耐久性經驗品以及搜尋品。
但是非耐久性經驗品展現出較佳的價格意願。
四、 廣告環境由不同產品類別的廣告組成時，會令消費者產生較高的記憶效
果。同時，同類產品的廣告環境搭配理性訴求，不同類別的廣告廣告環
境搭配感性訴求，能引發較佳的廣告效果。
五、 高認知需求者對理性訴求具有較高的記憶，同時對同產品類別的廣告環
境能有較佳的廣告效果；而低認知需求者對感性訴求有著較佳的記憶，
並對不同產品類別的廣告環境會產生較佳的廣告效果。
本研究延伸資訊與行銷結合的跨領域研究，不但豐富化廣告理論以及產品
類別的應用，並對網路行銷的資訊設計有所貢獻。
關鍵字：WWW、廣告效果、訊息訴求、媒體要素、產品類別、廣告環境

第壹章 緒論....................................................1
第一節 研究背景..............................................1
第二節 研究動機..............................................3
第二節 研究目的..............................................4
第三節 研究範圍..............................................5
第五節 研究程序..............................................6
第貳章 文獻探討................................................8
第一節 訊息訴求策略..........................................8
第二節 廣告實現與資訊豐富理論...............................13
第三節 品類與訊息搭配策略...................................17
第四節 廣告環境.............................................19
第五節 資訊處理型態與廣告效果 ..............................20
第參章 研究方法...............................................22
第一節 研究方法的選擇.......................................22
第二節 研究架構.............................................23
第三節 研究假說.............................................23
第四節 研究變項的定義與操作化...............................27
第五節 應變項的定義與操作化.................................29
第六節 研究設計.............................................32
第七節 實驗流程.............................................42
第肆章 資料分析...............................................46
第一節 量表信度檢定.........................................47
第二節 資訊策略對廣告效果的影響.............................48
第三節 廣告環境對廣告效果的影響.............................67
第四節 廣告環境與資訊策略對廣告效果的影響...................70
第五節 NFC認知需求程度與資訊策略對廣告效果的影響............92
第六節 NFC認知需求程度與廣告環境對廣告效果的影響............99
第七節 資訊策略、廣告環境與NFC認知需求程度對廣告效果的影響.104
第伍章 結論與建議............................................114
第一節 實證結果............................................116
第二節 研究結論............................................122
第三節 研究貢獻............................................125
第四節 實務建議............................................126
第五節 研究限制............................................127
參考文獻.....................................................128
附錄一 實驗系統網頁設計（以感性訴求-同質廣告環境實驗組為例）
附錄二 問卷（含填充廣告問卷）
附錄三 產品前測
附錄四 背景音樂前測
附錄五 廣告文案

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