網路橫幅廣告對女性消費者廣告態度與購買意願之影響

Abstract

本研究的目的在探討網路橫幅廣告對女性消費者廣告態度與購買意願之影響，並分析不同背景變項女性消費者之間的影響差異。透過網路問卷調查方法，以女性網路消費者為研究對象，共回收350份有效問卷。回收的有效問卷資料採用描述性統計、成對樣本t檢定、相依樣本單因子變異數分析等方法進行統計分析。最後根據研究結果，針對廣告設計師、平面設計師、網頁設計師相關人員及後續研究提出相關具體建議。本研究之重要發現如下：

一、女性服飾橫幅廣告不同「呈現手法」對消費者「廣告態度」有顯著差異，且互動式橫幅廣告有較佳的「廣告態度」，不同年齡、接觸網路時間長短、線上購物次數不同會影響消費者「廣告態度」。 二、女性服飾橫幅廣告不同「呈現手法」對消費者「購買意願」有顯著差異，且互動式橫幅廣告有較佳的「購買意願」，不同年齡、接觸網路時間長短、線上購物次數不同會影響消費者「購買意願」。 三、女性服飾橫幅廣告不同「廣告圖像」對消費者「廣告態度」有顯著差異，且攝影圖像有較佳的「廣告態度」，不同年齡、接觸網路時間長短、線上購物次數不同會影響消費者「廣告態度」。 四、女性服飾橫幅廣告不同「廣告圖像」對消費者「購買意願」有顯著差異，且攝影圖像有較佳的「購買意願」，不同年齡、接觸網路時間長短、線上購物次數不同會影響消費者「購買意願」。This research is to identify the effects of Banner Ads on female consumers’ attitude toward advertisement and purchase intention while analyzing the difference caused by different variations of consumer background. Through the method of online questionnaire, 350 valid questionnaires have been collected from participants who are female bank tellers. The analysis was conducted by Descriptive Statistical Analysis, Difference between two dependent means (matched pairs) and One-way ANOVA. Based on research results, suggestions have been made to Advertising Designer, Graphic Designer, Web Designer as well as to relevant research in the future. Results from this research have found that :

1.The different Presentations of women apparel banner ads will affect consumers’ Attitude Toward the Advertisement and “Interactive banner ads” receive the best feedback of all. Age, Time of Using Internet and Online Shopping Experience will also affect consumers’ Attitude Toward the Advertisement. 2.The different Presentations of women apparel banner ads will affect consumers’ Purchase Intention and “Interactive banner ads” receive the best feedback of all. Age, Time of Using Internet and Online Shopping Experience will also affect consumers’ Purchase Intention. 3.The different Advertising Images of women apparel banner ads will affect consumers’ Attitude Toward the Advertisement and “Photography Image” receive the best feedback of all. Age, Time of Using Internet and Online Shopping Experience will also affect consumers’ Attitude Toward the Advertisement. 4.The different Advertising Images of women apparel banner ads will affect consumers’ Purchase Intention and “Photography Image” receive the best feedback of all. Age, Time of Using Internet and Online Shopping Experience will also affect consumers’ Purchase Intention.