原生廣告之廣告效果探討：與橫幅/進化橫幅廣告之比較及揭露品牌名稱與目標導向瀏覽之影響研究

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > project > Item 987654321/45299

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45299

Title:	原生廣告之廣告效果探討：與橫幅/進化橫幅廣告之比較及揭露品牌名稱與目標導向瀏覽之影響研究 Advertising Effectiveness of Native Advertising: Comparing to Banner Advertising and Discussing the Influence of Disclosure and Goal-Oriented Browsing Behavior
Authors:	駱少康
Contributors:	國際貿易學系
Keywords:	原生廣告說服知識媒介訊息處理之有限容量模式廣告揭露
Date:	2018-2019
Issue Date:	2019-11-09 09:29:45 (UTC+8)
Abstract:	網路廣告業者積極設法突破廣告避免行為，原生廣告就是為此近年竄起的模式，其試圖利用模仿編輯內容之格式或位置，讓消費者「不小心」瀏覽廣告，本計畫欲比較原生廣告與橫幅廣告及進化模幅廣告的廣告效果；此外，原生廣告的倫理議題受到關注，廣告揭露是必要的規範，本計畫亦探討在揭露中更進一步最大化揭露效果直接標示廣告品牌，主張反而會強化廣告效果中的注意(眼球瀏覽)與記憶，或許在品牌態度較弱，並考慮目標導向瀏覽，主張在目標導向瀏覽下，揭露品牌的方式所獲的廣告注意(眼球瀏覽)、記憶會低於非目標導向瀏覽，但在品牌態度上卻會高於非目標導向瀏覽情境。本計畫擬透過兩年期計畫分別執行兩個子計畫的三個實驗。 This project want to conduct the experiment to compare the advertising effectiveness among native advertising, schema incongruent banner, and gestalted banner. Further, this project propose that native advertising disclosure revealing the brand name of sponsor may acquire more browsing behavior and brand memory but lesser attitude toward the brand. Also, this project want to discuss the goal-oriented browsing behavior will influence the relation between the advertising effectiveness and ad disclosure that revealing the brand name.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] project

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