四、整合型研究計畫項目：總計畫及子計畫之主持人均需填寫此表

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1 Vol. 6, No. 4, Aug 2003 WEB JOURNAL OF The Study of the Optimal Design of Web Advertising Attributes: An Empirical Study of Banner Ads Yi-Ping LIN Jun-ying HUANG Jian-Wei CHIOU

2 Vol. 6, No.4, Aug 2003, 131 The Study of the Optimal Design of Web Advertising Attributes: An Empirical Study of Banner Ads Yi-Ping LIN Southern Taiwan University of Technology Department of Business Administration Jun-ying HUANG I-Shou University Graduate School of Management Jian-Wei CHIOU National Sun Yat-sen University Department of Business Administration Abstract The main factors of affecting design of web advertising are type of advertising, interactivity, interesting, content of information appeal, and type of message expression etc. The numerous studies have shown the importance of these advertising attributes. However, most studies of web advertising design don t consider the five factors in the same time, due to limited research method. This research lies in testing differently designed advertisements with a view to the preference of 1382 online viewers. With the use of conjoint analysis, the influence of different attributes that determine the optimal form of the advertisements on the assessment of their preference were measured through the subjects in order to derive guidelines for an ideal design of web advertising from the online viewers viewpoint. This research finds three benefit segments. Among three segments the same order of importance of five advertising attributes. The order is interesting, interactivity, content of information appeal, type of advertising, and type of message expression. All of the three segments prefer the web advertising of vivid type, low of interesting, and word and picture type of message expression. However, the preferences are different on type of advertising and content of information appeal. Keywords: web advertising, advertising attribute, banner ads, conjoint analysis

3 132 Hoffman and Novak(1996) Banner Ads 10 Zeff and Aronson1997 World Wide Web, WWW Zeff and Aronson1997 (Ad-supported ) Sponsoring Discussion List and Newsletters Sponsoring GamesDirect (Banner ads)(buttons) (Classified ads)(chat) (Advertorial) Push Technology Interstitial Content Sponsorship IABInternet Advertising Bureau (2000)

4 Vol. 6, No.4, Aug 2003, 133 Vaughan(1993) Bennahum, 1996

5 134 Raman(1996) Hoffman and Novak(1996) GIF JPG 468 x 60 pixels rich media advertising Excite@Home rich media advertising Rafaeli (1990) 2000 Gopal and Chin (1993) Ducoffe Eighmey and McCord (1998) Henderson et al.(1996) Burgoon,1989 Ducoffe(1996)

6 Vol. 6, No.4, Aug 2003, 135 James and Alman(1996) (1996) Murphy1996

7 136 HTML (Bezjian-Avery et al., 1998) Ducoffe, 1996

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9 138 WWW BBS % % 5

10 Vol. 6, No.4, Aug 2003, 139 {1/(3+2+1)} {3/(3+2+1)} 2 {2/(3+2+1)} 3 1 {5/( )}2 {4/( )} 13 %

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15 144 Bennahum, D (1996),"Real Shopping in a Virtual Store," Electronic Marketing and the Consumer, pp Bezjian-Avery, A. & B. Calder & D. Lacobucci (1998),. New Media interactive Advertising vs. Traditional Advertising, Journal of Advertising Research, Vol. 31, pp Burgoon, M. (1989). Messages and Persuasive Effects. Message Effects in Communication Science, pp Newbury Park, CA: Sage. Ducoffe, R.H.(1996), Advertising Value and Advertising on the Web, Journal of Advertising Research, Sep/Oct, pp Eighmey, John and Lola McCord1998, Adding Value in the Information Age: Uses and Gratifications of Sites on the WWW, Journal of Business Research, 41, pp Henderson et al. (1996), A leisure of ones own A feminist perspective on women s leisure, in Bammel, Gene, & Burrus-Bammel, Lei Lane.USA, Dubugue, Iowa: Wm C. Brown Publishers. Hoffman, Donna L, and Thomas P. Novak1996, Marketing in Hypermedia Computer- Mediated Environments: Conceptual Foundations, Journal of Marketing 60, pp Hoffman, Donna L, and Thomas P. Novak 1996, New Metrics for New Media: Toward the Development of Wed Measurement Standards, Gopal, A., Bostrom, R. P., Wynne, W. and Chin, W. W. (1993), "Applying Adaptive Structuration Theory to Investigate the Process of Group Support Systems Use," Journal of Management Information Systems, 9, 3, Winter, pp IAB2000,The IAB Online Advertising Effectiveness Study, James, E. L. and Karen Champagnie Alman (1996), Consumer Expectations of the Information Content in Advertising, Informational Journal of Advertising, v15, pp Murphy, I. P. (1996). On-line ads effective? Who knows for sure? Marketing News, 30(20), pp.1,38.

16 Vol. 6, No.4, Aug 2003, 145 Rafaeli, Sheizaf(1990), Interacting with MediaPara-Social Interaction and Real Interactionin B.D.Ruben and L.A. Lievrouw Eds Information and Behavior13 pp new BrunswickNJ Transaction Publishers. Raman, Niranjan V. (1996), Determinants of Desired Exposure to Interactive Advertising, Texas Austin, Mass.: Ph. D. Dissertation, University of, Texas. Vaughan, T.(1993), " Multimedia: Making it Work", Journal of Marketing Research, Vol.30. Zeff, Robbin and Brad Aronson (1997), Advertising on The Internet,New York,NY: John Wiely & Sons.Inc.

穨webj05-06

穨webj05-06 Vol. 5, No. 5, Dec 2002 WEB JOURNAL OF A Study Of The Website Content For Securities Brokerage Firms http://www.baf.cuhk.edu.hk/ocrd/cmr.htm Vol. 5, No.5, Dec 2002, 94 * A Study Of The Website Content