隨著網際網路的發達，消費者漸漸由傳統的電視報章雜誌轉由網際網路來獲得消費資訊。就汽車產業而言，網路汽車媒體已成為消費者在汽車購買前不可或缺的資訊收集管道之一。過去已有許多學者投入調節焦點的相關研究，但此些研究大多是藉由操弄消費者的調節焦點屬性來進行相關討論，較少將調節焦點應用在情境線索之中。本研究是以調節焦點理論的角度，將網站文章視為媒介線索，並分為促進焦點與預防焦點兩種屬性，根據調節一致(regulatory fit)原則，探討網站情境與廣告陳述的調節一致與否對廣告效果之影響。本研究採用實驗室實驗法，操弄網路文章的調節屬性以及網路廣告陳述之調節屬性，衡量對廣告效果的影響。本研究共有120名受試者參與實驗，研究結果顯示，當網路文章與網路廣告的調節焦點屬性一致時，會有較佳的廣告效果。本研究之結果可提供汽車業者與網路汽車媒體在網路廣告的放置與陳述策略上一個實務上的參考與建議。
With the development of the Internet, consumers are gradually switching from traditional TV newspapers and magazines to the Internet to obtain consumer information. In the automotive industry, online car media has become one of the indispensable information collection channels for consumers prior to car purchase. In the past, many scholars have put in related research to adjust the focus, but most of these studies are related to the discussion by manipulating the consumer's adjusting focus attributes, and less to apply the focus of adjustment to contextual cues. This study is to adjust the focus point of view, the site article as a media clue, and is divided into pro-motion focus and prevention focus two attributes, according to the regulatory agreement (regulatory fit) principle, to explore whether the site situation and advertising statement adjustment consistent or not Impact on advertising effectiveness. In this study, laboratory experiments were used to manipulate the adjusted attributes of on-line articles and the adjusted attributes of online advertising statements to measure the impact on advertising effectiveness. A total of 120 participants participated in the experiment. The results of the study showed that when online articles and online advertising have the same focus properties, there will be better advertising results. The results of this research can provide automotive companies and Internet car media. A practical reference and advice on placement and presentation strategies for online advertising.
