在台灣，使用網際網路的人口數年年成長，而網路影音、網路影音分享平台以及社群媒體使用人數逐年攀升，也愈來愈多的廣告主看到此趨勢，紛紛地將廣告費用投入在網路影音廣告上。網路影音廣告與電視廣告最大的差別在於『動機』的不同，電視廣告是強迫性的，而網路影音廣告是主動性的。而這一切，影音廣告將不會只有在電視上呈現，漸漸地，影音廣告閱聽者會逐漸移向網路影音廣告。
本論文研究架構是以消費者行為（Michael R. Solomon，2005）為主軸，瞭解閱聽者對於網路影音廣告的動機、態度、行為的各項變數對網路影音廣告效果的影響。研究對象則是上網習慣及頻率高的使用者，以及有在網路上看過網路影音廣告的閱\\\聽者為主，抽樣方法主要是以網路問卷方式呈現。發放與回收問卷都是研究生親自聯繫，過程中直到確認無誤，共發放及回收199份有效問卷。

本研究獲得以下結論：
1.網路影音廣告閱聽者的動機會和閱\\\聽者從何種影音管道，以及和看完網路影音廣告後的行為有很大的關聯性。而不同的動機，會影響的態度與行為以及廣告效果程度上也會有所差異。
2.大部分幽默有趣的、有故事性的、或是具有資訊價值的廣告內容會與網路影音廣告閱聽者的態度有正相關。
3.正向態度會有分享行為，以及顯著的廣告效果，而負向態度對網路影音廣告將不會有任何行為，亦不會有廣告效果。
4.在分享行為下的網路影音廣告效果中，效果最好的是記憶與認知，其次是品牌權益、購買意願。雖然研究證實網路影音廣告優於傳統電視廣告，但多數受訪者還是認為無法取代電視廣告。

In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the『motivation』.
All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising.
These are the findings from our research:
1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising.
2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers.
3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact.
4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers’willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.

致謝…………………………………………………………………………………….i
中文摘要………………………………………………………………………………ii
英文摘要…………………………………………………………………………..….iii
目錄………………………………………………………………………………..….iv
表目錄………………………………………………………………………………..vii
圖目錄…………………………………………………………………………………x

第一章 緒論…………………………………………………………......1
第一節 研究背景與動機……………………………………………………………..1
第二節 研究目的…………………………………………………………..…………3

第二章 文獻探討………………………………………………………..4
第一節 廣告…………………………………………………………..………………4
第二節 網路影音廣告………………………………………………………………..8
第三節 網路廣告閱聽者的動機、態度與行為……………………………………..22
第四節 網路影音廣告效果…………………………………………………………31
第五節 文獻小結……………………………………………………………………37

第三章 研究方法……………………..………………………………..40
第一節 研究架構……………………………………………………………………40
第二節 各變數操作型定義…………………………………………………………42
第三節 問卷設計……………………………………………………………………44
第四節 實證計畫及執行經過………………………………………………………45
第五節 資料分析與方法……………………………………………………………46

第四章 台灣網路影音廣告概況分析與描述……………….………..48
第一節 台灣媒體廣告量概況與分析………………………………………………48
第二節 使用寬頻人口數……………………………………………………………51
第三節 網路影音概況………………………………………………………………52
第四節 網路影音廣告分析與描述…………………………………………………57

第五章 資料分析……………………………….……….……………..64
第一節 受訪樣本結構………………………………………………………………64
第二節 萃取網路影音廣告閱聽者主要因素………………………………………68
第三節 網路影音廣告各變數之穩定性……………………………………………72
第四節 網路影音廣告閱聽者動機分析……………………………………………76
第五節 網路影音廣告閱聽者態度分析……………………………………………94
第六節 網路影音廣告閱聽者態度與行為分析……………………..….…….…..101
第七節 行為與網路影音廣告效果分析…………………………………………..108

第六章 結論與建議…………………………………………………..118
第一節 研究結論…………………………………………………………………..118
第二節 建議………………………………………………………………………..123
第三節 研究限制與後續研究建議………………………………………………..124

參考文獻………………………………………………………………126

附錄一 開放式問項……………………..………………….143
附錄二 網路影音廣告問卷………………………...………152


表目錄
表2.1.1、廣告訴求類型………………………………………………………………5
表2.2.1串流格式的優缺點 ………………………………………………………...13
表2.2.2網路影音分享平台佔所有網站的排名…………………….………………16
表2.2.3 Web 1.0與Web 2.0之差異………………………………….……………..18
表2.3.1本研究整理之態度的定義……………………………………….…………27
表4.3.1 2009年7月產業別到達率排名………………………..…………..………52
表4.3.2 2009年7月，網路影音網站到達率前10名……………………….…… 53
表4.3.3 網路影音的技術與功用…………………………………………….……..53
表4.3.4 網路影音的商業利益與改變………………………...………………........55
表5.2.1 Kaiser-Meyer-Olkin取樣適切量數表……………………………………..68
表5.2.2因素分析表…………………………………………………………………69
表5.3.1信度分析表………………………………………………………………….72
表5.4.1網路影音廣告閱聽者的習慣……………………………………………….76
表5.4.2網路影音廣告閱聽者使用的管道平台…………………………………….78
表5.4.3網路影音廣告閱聽者點選動機…………………………………………….79
表5.4.4 性別與先在電視上看到，再點選網路影音廣告交叉表………………….81
表5.4.5 性別與經由他人分享之交叉表………………………………………...…81
表5.4.6 性別與想瞭解某產品，所以會藉由在網路上點選此產品的影音廣告，以
瞭解該產品資訊之交叉表………………………………………...……………...82
表5.4.7性別與本身就有看影音廣告的習慣或興趣之交叉表……………………83
表.5.4.8先在電視上看到，再點選網路影音廣告之動機與各變數分析…………84
表5.4.9經由他人分享動機與各變數分析…………………………………………85
表5.4.10對某產品有興趣，所以會在網路上點選有關此產品的影音廣告動機與各
變數分析…………………………………………………………………………..86
表5.4.11想瞭解某產品，所以會藉由在網路上點選此產品的影音廣告，以瞭解該
產品資訊動機與各變數分析……………………………………………………..88
表5.4.12此動機在不同類型內容上分析…….…………………………………….89
表5.4.13本身就有看影音廣告的習慣或興趣動機與各變數分析………………..90
表5.4.14沒有原因，隨機點中動機與廣告變數分析……………………………...91
表5.4.15此動機對各種行為分析…………………………………………………..92
表5.5.1 網路影音廣告內容敘述統計……………………………………………...95
表5.5.2閱聽者觀賞網路影音廣告的態度之敘述統計……………………………96
表5.5.3內容與態度的相關..………….…………………………………………….97
表5.5.4細項內容與細項態度的相關……………………………………………….98
表5.5.5內容與態度之影響........……………………………………………..……..99
表5.5.6各類內容與態度之影響....…………………………………………..……..99
表5.6.1閱聽者看完網路音廣告後的行為敘述統計……………………………..102
表5.6.2 態度與行為相關………………………………………………………….104
表5.6.3細項態度與細項行為相關………………………………………………...105
表5.6.4態度與行為之影響........…………………………………………………..105
表5.6.5各項態度與行為之影響……………….………………………………….106
表5.6.6各項態度與行為之複回歸係數…………………………………………..106
表5.7.1網路影音廣告效果之敘述統計…………………………………………...109
表5.7.2 行為與網路影音廣告效果之相關………….………………………….....111
表5.7.3細項行為與廣告效果相關………………………………………………...112
表5.7.4各類行為與記憶與認知之影響…………………………………………..113
表5.7.5行為與記憶與認知之複回歸分析係數…………………………………..113
表5.7.6各類行為與品牌權益之影響……………………………………………..114
表5.7.7 行為與品牌權益之複回歸分析係數……………………………………..114
表5.7.8各類行為與優於傳統媒介之影響………………………………………..115
表5.7.9行為與優於傳統媒介之複回歸分析係數……………………………..…116
表5.7.10各類行為與購買意願之影響……………………………………………116
表5.7.11行為與購買意願之複回歸分析係數…………………………………….117
表6.1.1 本研究整理………………………………………………………………..119


圖目錄
圖2.1.1廣告5個M …………………………………………………………………..6
圖2.1.2消費者處理資訊模式 ……………………………………………………….7
圖2.2.1網路溝通模式 …………………………………..………………………….10
圖2.2.2 傳統媒體模式 ……………………………………..……………………...12
圖2.3.1涉入概念圖 …………………………………………………………….…..27
圖3.1.1 研究架構 …………………………………………..……………………...40
圖4.1.1 主要廣告媒體市占率 …………………………………………………….49
圖4.1.2 2007~2010 台灣網路廣告成長分析(資料來源：IAMA，2010) ……..…49
圖4.1.3 1991~2007年各媒體接觸率………………………………………………..50
圖4.4.1網路影音廣告成長量………………………………………………………58
圖4.4.2 7-11廣告影片……………………………………………………………….59
圖4.4.3 互動式影音廣告 ………………………………………………………….60
圖4.4.4 2007 Mazda 3廣告………………………………………………………….61
圖4.4.5 dove evolution廣告…………………………………………………………61
圖4.4.6 力挺你的夢想廣告，共五集 ……………………………………………..62
圖4.4.7網路影音廣告+Facebook，資料來源：facebook …………….………….63
圖4.4.8網路影音廣告+無名部落格，資料來源：無名小站…..………………...63
圖5.1.1 受訪者的男女比例 ……………………………………………………….64
圖5.1.2 受訪者的年齡比例 ……………………………………………………….65
圖5.1.3受訪者的教育程度 ………………………………………………………..65
圖5.1.4 受訪者職業分佈比例 …………………………………………………….66
圖5.1.5 受訪者的月平均收入比例 ……………………………………………….66
圖5.4.1網路影音廣告閱聽者使用的管道平台…………………………………….78
圖5.4.2網路影音廣告閱聽者點選動機…………………………………………….80
圖5.5.1內容與態度散佈圖 ………………………………………………………98
圖5.6.2態度與行為散佈圖 ……………………………………………………..104

中文部份

王柏鈞，2006，部落格的異想世界─使用者人格特質與使用動機行為之關聯性初探。私立淡江大學大眾傳播研究所碩士論文。

戈立秀，2007，部落客之資訊蒐集與分享行為之研究，國立台灣大學圖書資訊研究所碩士論文。

余主惠，2002，廠商行銷投入對品牌權益影響長期觀點之研究，國立政治大學企業管理研究所碩士論文。

呂致緯，2006，寬頻影音廣告媒合系統之研究，國立台中技術學院多媒體設計研究所碩士論文。

周立軒，2005，網誌的使用者與使用行為之研究，私立元智大學資訊傳播學系網路傳播組研究所碩士論文。

曹承礎，2007，「Web 2.0開拓新桃花源」，數位時代，第392期，22~23。

姚詠馨，2006，「Webs-tv：國內網路影音廣告半年後進入起飛期」，
http://www.ithome.com.tw/itadm/article.php?c=40668，11月22日。


高妮霠，2007，Web 2.0 應用服務之使用與滿足研究－以線上影音分享網站為例，國立台灣科技大學企業管理研究所碩士論文。

徐愛蒂，2007，「產業通訊聯盟季刊，影音網站何去何從？－Web2.0 與行動化帶來新契機」，http://www.teema.org.tw/ciaweb/magazine.asp，8月15日。

許安琪、樊志育著，2005，廣告學原理，台北市：揚智文化事業

許景泰， 2009，「2008年最夯的網路影音行銷五大新趨勢」，中小企業學習網， http://www.smenet.org.tw/TeacherArticleC?art=11，6月5日。

陳慶鴻，2002，廣告呈現方式對廣告效果之影響－以電子報廣告為例，私立中原大學資訊管理研究所碩士論文。

陳鴻基、嚴紀中著，2005，管理資訊系統：倫理、科技、實務與應用，第二版，台北市：雙葉書廊。

康健寧，2009，「2010年的廣告趨勢」，數位行銷研究者，
http://www.wretch.cc/blog/kangjim/12148398，12月10日。

馮寶坤、陳思元，2002，數位影音串流寶典，初版，台北市：金禾資訊。

楊世瑩，2009 ，spss統計分析，初版，台北市：?眳p資訊股份有限公司。


楊美齡譯，Anderson, Chris著，2006，The Long Tai 長尾理論，台北市：天下文化。

楊舜慧，2006，「知識經濟下商業模式的演進」，電子商務時報， http://www.ectimes.org.tw/shownews.aspx?id=8544，5月11日。

張志弘，2008，「網路影音的發展與挑戰」，IAMA 台北市網際網路暨媒體經營協會，10月9日，PDF檔。

張姵瑩，2007，「線上影音正發燒　影音廣告將成未來的重要趨勢」，
電子商務時報，http://www.ectimes.org.tw/shownews.aspx?id=9949，10月30日。

張益端，2001，網路媒體廣告呈現方式之研究，國立臺北大學企業管理學系研究所碩士論文。

黃營杉、汪志堅編譯，2002，Kerlinger, Fred N.& Lee, Howard B.著，硏究方法，臺北市：華泰文化。

蔡佩融、陳敬杰、解天、許蔡清崇，2007，「影響台北地區大學生使用影音部落格之因素」，圖文傳播藝術學報，133∼144。

蔡婉晴，2004，網路電視使用動機、行為與滿意度之關聯性研究，私立銘傳大學傳播管理研究所碩士論文。

劉蔚馨，2003，動態媒體－為類比視訊換上新裝（下），網路化，台大教與學網站，http://edtech.ntu.edu.tw/epaper/920110/tips/tips_1.asp
羅之盈、陳怡如、李思萱，2010，「2010年台灣網路100強總榜單」，數位時代，第190期，83~89。

謝年威，2008，你上網搜尋了嗎？關鍵字行銷與搜尋意圖之研究，國立高雄第一科技大學行銷與流通管理研究所碩士論文。

謝哲豪，2006，「線上影音分享－網路產業明日之星」，數位時代，第129期，150~159。



英文部份

Aaker, David A. & James A. Carman (1982), “Are You Overadvertising?” Journal of Advertising Research, 22 (4), 57-70.

Aaker, David A. & James A. Carman (1996), “Measuring Brand Equity Across Product and Markets,” California Management Review, 38 (3), 102-120

Alwitt, L.F. and Prabhaker, P.R. ,（1992）, ”Functional and Belief Dimensions of Attitudes to Television Advertising：Implications for Copytesting”, Journal of Advertising Research, 32(5),30-42

Anders, G. (1998), “Some big companies long to embrace web but settle for flirtation”
, Wall Street Journal.

Atkinson, R. C., & R. M. Shiffrin, (1968), “Human Memory: A proposed system and its control processes” in K. W. Spence and J. T. Spence (Eds.) , The psychology of learning and motivation: Advances in research and theory, Vol. II. New York: Academic Press, 89-195.

Barbarn Stern & Judith Lynne Zaichkowsky (1991), “The Impact of ‘Entertaining’ Advertising on Consumer Responses,” Australian Marketing Researcher, 14, 68-80.

Barker, Christian & Peter Gronne (1996), “Advertising on the world wide web,” Available: http://www.samkurser.dk/advertising.

Beatty S. E., & M. S. Smith (1987), “External Search Effort:An Investigation Across
Several Product Categories,” Journal of Consumer Research, 14, 83-95.

Batra, Rajeev and Ray, Michael L. (1986), “Affective Responses Mediating Acceptance of Advertising,” Journal of Consumer Research, 13 (September). 234-249.

Bauer, R.A. and Greyser, S.A.（1968）, “ Advertising in America：The Consumer View, Boston”, MA：Harvard University, Graduate School of Business Administration, Division of Research.

Burke, K. (2007), “Lights, camera, (sales) action: use video to drive e-commerce sales and loyalty”, Target Marketing, 30(5), 25-26.

Celsi, Richard L. & Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15, September, 643-654.

Cheng, X., Dale,C. ,＆Liu, J. (2007）, “Understanding the Characteristics of Internet Short Video Sharing: YouTube as a Case Study”, Retrieved March 03, 2008.

Chaudhuri, Arjun & Morris B. Holbrook (2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, 65 (4), 81-93.

Clarke, Keith & Russell W. Bleck (1978), “The Effects of Product Involvement and
Pertinent Advertising Appeals,” Journalism Qualism Quarterly, 5, 613-621.

Colley, (1961), Defining Advertising Goals for Measured Advertising Results, Association of National Advertisers Inc, NewYork.

comScore Media Metrix（2005）. “Behaviors of the Blogosphere: Understanding the Scale, Composition and Activities of Weblog Audiences”, comScore Networks.

Cornelia, D. & Rene Y. Darmon. (1987), “Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches,” Journal of Marketing Research, 24, 377-388.


Deighton, John, Daniel Romer & Josh McQueen (1989), “Using Drama to Persuade”, Journal of Consumer Research, 16 (December), 335-343.

Digital Media Association (2007). “Online consumers are re-energizing the music industry”, Retrieved January 30, 2008, from：http://www.digmedia.org/docs/DiMA%20Survey%20Release.pdf http://www.digmedia.org/docs/DiMA%20Online%20Music%20report.pdf

Dhar, Ravi & Nowlis, Stephen M. (2004), “To Buy or Not to Buy: Response Mode Effects on Consumer Choice”, Journal of Marketing Research, 41 (4), 423-432.

Durvasula, S., Andrews, J. C., Lysonski, S. & Netemeyer, R. G. (1993), “Assessing the cross-national applicability of consumer behaviour models: a model of attitude toward advertising in general,” Journal of Consumer Research, 19(3), 626-636.

Engel, J.F., Blackwell, R. D. & Miniard, P. (1985), Consumer Behavior , (5th ed.). New York, NY: Dryden Press.

Ewing, M. T. and Caruana, A.(1999), “Communicating with the cohort: exploring generationXASIA’S attitudes towards advertising”, Journal of International Consumer Marketing, 11(1), 41-54.


Excite@Home (1999), “Broadband Advertising Effectiveness and ROI”, Available: http://www.home.com/advertising/packages/irmlearn/

Fishbein, M. and Ajzen, I. (1975), Belief, attitude, intention and behavior: an introduction to theory and research. Reading (MA): Addison-Wesley.
Ghose, Sanjoy & Dou Wenyu (1998), “Interactive Functions amd Their Impacts on the Appeal of Internet Presence Sits”, Journal of Advertising Research, 38(2), 29-34。
Giffin, Abbie and John R. Hauser (1993), “The Voice of the Customer,” Marketing Science, 12 (1), 1-27.

Gil McWilliam (2000), “Building Stronger Brands through Online Communities”, Sloan Managemet Review, 41, (3), 43-54.

Gotham, R. (2002), “The future of online advertising”, The Journal of Business Strategy, 23(3), 9-10.

Greg Farrell(1999), “Marketers Put a Price on Your Life,” USA Today, 7 July ,3B.

Guriting, P. & Ndubisi, N. O. (2006). “Borneo online banking: evaluating customer perceptions and behavioural intention”. Management Research News, 29(1/2), 6-13.

Halvey, M. J.＆Keane, M. T. (2007), “Exploring social dynamics in online media sharing”. Proceedings of the 2007 International Conference on the World Wide Web 2007, 1273-1274.


Han, Sang-Pil, & Sharon, Shavitt (1994), "Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies," Journal of Experimental Social Psychology, 30 (4), 326-350.

Hawkins, D. T. (1994). “Electronic Advertising on Online Information System Online”, Wilton.

Hoffman, D. L. & Novak, T. P.(1996), “ Marketing in hypermedia
computer-mediated environments: conceptual foundations”, Journal of Marketing, 60(3): 50-68.

Hoffman, D. L. & Novak, T. P.(1997), “ New metrics for new media：toward the
development of web measurement standards”, http://www2000.ogsm.vanderbilt.edu.

Hoffman, D. L., & Novak, T. P. (1996), “Marketing in hypermedia computer-mediated environments: Conceptual foundations”, Journal of Marketing, 60(July), 50-68.
Hogg, R. ,Meckel, M., Stanoevska-Slabeva, K.,＆Martignoni, R.（2006）. “ Overview of business models for Web 2.0 communities”, Proceedings of GeNeMe, .23-37.

Holbrook, Morris B, & Batra, Rajeev (1987) , ”Assessing the Role of emotions as Mediators of Consumer Responses to Advertising, ” Journal of Consumer Research, 14 (December), 404-420.


Hsu, T. & Lee, M. (2003). “The perinement of measuring consumer involvement-and empirical study”, Competitiveness Review, 13(1), 56-64.

Jason, C. B. (2007), “YouTube or YouLose? Can YouTube Survive a Copyright Infringement Lawsuit”, Retrieved March 15, 2008, from：http://law.bepress.com/expresso/eps/1950/

Judy Strauss, Adel EI-Ansary & Raymond Frost(2006) , E-Marketing, 4 th ed., Upper Saddle River, New Jersey, NJ: Pearson Education, p.328.

Kapferer, Jean-Noel, and Gilles Laurent (1993), “Further Evidence on the Consumer Profile: Five Antecedents of Involvement,” Psychology and Marketing, Vol.10, 347-355.

Kaiser, H. F. (1974), “ An index of factorial simplicity” , Psychometrika , 39, 31-36

Katharine Q. Seelye and Jennifer 8. Lee(2003), "E.P.A. Calls U.S. Cleaner and Greener than 30 Years Ago," New York Times, June 24.

Keller, Kevin L. (1993), “Conceptualizing Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1), 1-22.

Keller,K. L.,Building(2001) , “Customer-Based Brand Equity”, Marketing Management, 0 (2), 14-.19.


Keller Kevin L. (2008), Strategic Brand Management, 3rd ed., Upper Saddle River, New Jersey, NJ:Pearson Education, 2-3.

Keller ,Punam Anand & Lauren Goldberg Block (1996), Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration,"
Journal of Consumer Research, 2 (4), 448-59.

Kolter, Philip, Swee Hoon Ang, Siew Meng Leong & Chin Tiong Tan (1999),
Marketing Management – an Asian Perspective, New Jersey, NJ: Prentice Hall Inc. p.674

Kotler, Philip & Keller, Keven Lane (2009), Marketing Management, Taiwan,Taipei : Pearson Education, 611

Korgaonkar, P. K. and Wolin, L. D.(1999), “A multivariate analysis of web usage”, Journal of Advertising Research, 39(2):53-68.

LaTour, Michael S. & Tony L. Henthorne(1994), “Ethical Judgements of Sexual Appeals in Print Advertising”, Journal of Advertising , (September) 23, 81–90.

Leon G. Schiffman and Leslie Lazar Kanuk (2007), Consumer Behavior, 9th. , Upper Saddle River, New Jersey , NJ: Pearson Education, 83



Lutz, J. Richard (1985), “Affective and Cognitive Antecedents of Attitude Toward
the Ad: A Conceptual Framework,” In Linda F. Alwitt and Andrew A. Mitchell,
Psychological Processes and Advertising Effects, New York , NY: Erlbaum, 45-63.

Mackenzie, Scott B. & Richard J. Lutz (1989), “An Empirical Examination of
the Structural Antecedents of Attitude Toward the Ad in an Advertising
Pretesting Context,” Journal of Marketing, Vol. 53, 48-65.

Mackinzie, Scott B., Richard. J. Lutz & G. E. Belch (1986), “The Role of Attitude Toward the Ad as a Metiator of Advertising Effectiveness: A Test of Competimng Explanations,” Journal of Marketing Research, 23,130-143.

MacKenzie, Scott B.(1986), “The Role of Attention in Mediating the Effect of Advertising on Attribute Importance,” Journal of Consumer Research, 13(September), 174-195

McCarthy, M., O’Reilly, S., & Cronin, M(2001), “Psychological, attitudinal and behavioural characteristics of Irish speciality cheese customers”.
British Food Journal, 103

McQuarrie, Edward F. and J. Michael Munson (1992), “A Revised Product Involvement Inventory: Improved Usability and Validity,” Advances in Consumer Research, 19 (1), 108-115.



McAlexander, James H., John W. Schouten, and Harold F. Koenig(2002), “Building Brand Community”, Journal of Marketing, 66, January, 38-54.

Millard, D.＆Ross, M. (2006) . “Web 2.0: Hypertext by Any Other Name? ACM Conference on Hypertext and Hypermedia”, Odense, Denmark.

Murry, Jr. John P., John L Lastovicka, and Surendra N. Singh (1992), ”Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects.” Journal of Consumer Research, 18 (March), 441-451.

Osselaer, Stijn M. J. Van and W. Alba, Joseph, (2000), “Consumer learning and brand equity”, Journal of Consumer Research, 27,1-16

Palanisamy, R. & Wong, S. A. (2003). “Impact of online consumer characteristics on web-based banner advertising effectiveness”. Global Journal of Flexible Systems Manage.

Parker, B. J. and Plank, R. E.(2000), “A use and gratifications perspective on the internet as a new information source”, American Business Review, 18(2):43-49.

Peter, J. Paul and Jerry C. Olson (1993), Consumer Behavior and Marketing Strategy, New Jersey , NJ: McGraw-Hill.



Petty, Richard E., John T. Cacioppo, and David Schuman (1983), "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, 10 (December), 135-46.

Reichheld, Frederick F. & Phil Schefter(2000), “E-Loyalty,Your Secret Weapon on the Web” , Harvard business Review, (July-August): 105-113.

Reynolds, F.D. and W.D. Wells (1977), Consumer Behavior, New York, NY: McGraw-Hill Book Co.

Richins, Marsha L. & Peper H. Bloch (1983), “Purchase Product Satisefaction：
Incorporating the Effect of Involvement and Time”, Business Research, Vol. 23, 145-158.

Rubinson J.(2009), “Empirical Evidence of TV Advertising Effectivenes”, Advertising Research , 220-226.

Sandage, C. H., Fryburer, V. and Rotzoll, K(1989), Advertising, New York, NY: Pitman Publishing Inc.

Sarah Ellison & John Carreyrou (2003), “Beauty Battle: Giant L’Oreal Faces off Against Rival P&G,” Wall Street Journal Interative Edition.



Schlosser, A. E., Shavitt, S., and Kanfer, A. (1999), “Survey of Internet User’s Attitutes Toward Internet Advertising,” Journal of Interactive Marketing, 13,34-54.

Schiffman, L. G., & Kanuk, L. L. (2007), Consumer behavior (9 ed.),
New Jersey, NJ : Pearson Education, Inc.

Scot Burton and Donald R. Lichtenstein(1988), “The Effect of Ad Claims and Ad Context on Attitude Toward the Advertisement”, Journal of Advertising ,
17, 3-11

Slama, Muzafer & Tashchian A.(1985), “Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvment,” Journal
of Marketing, Vol. 49, 72-82.

Solomon, Michael R.(2005), Consumer behavior, New Jersey, NJ : Pearson Education, Inc.

Steve, M. (2002). Streaming Media Bible, MA: Wiley Publishing, INC.
Susan L. Holak & William J. Havlena(1998), “ Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia”, Journal of Business Research, 42(4), 217-226.



Ward Hanson & Kirthi Kalyanam(2007), Internet Marketing & e-Commerce, Mason, OH: Thomson Higher Education p.599.

Webware（2007）, “What are the best 100 Web 2_0 sites and services？”, Retrieved January 12, 2008, from：http://www.webware.com/html/ww/2007.html

Weinberger, Marc G. and Harlan E. Spotts (1989), "Humor in U.S. vs. U.K. TV Commercials: A Comparison," Journal of Advertising, 18 (2), 39-44.

Yoon, S. & Kim, J. (2000)., “The effects of perceived consumer characteristics on the choice and use of internet ads”. Brand Management, 8(4), 346-363.

Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, (December), 341-352.

Zajonc, Robert B. (1968), “Attitudinal Effects of Mere Exposure,” Journal of Personality and Social Psychology, 9 (2), 1-27.

Zeff, R. L. and Aronson, B.(1999), Advertising on The Internet, New York, NY: Wiley Computer publishing.

Zeithaml (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesize of Evidence,” Journal of Marketing, 52, 2-22.


相關網站資料

AC Nielsen市調 http://tw.nielsen.com/site/index.shtml

American Marketing Association, http://www.marketingpower.com/Pages/default.aspx

CCDN http://www.ccdntech.com/images/about_news/200804301413026.doc.pdf

MBA智庫百科 http://wiki.mbalib.com/wiki/%E9%A6%96%E9%A1%B5

YouTube http://www.youtube.com/

台北市網際網路廣告暨媒體經營協會IAMA http://www.iama.org.tw/

台灣網路資訊中心(TWNIC) http://stat.twnic.net.tw

波仕特線上市調網 http://www.pollster.com.tw/

動腦 http://www.brain.com.tw/Default.aspx

創市際市場研究 http://www.insightxplorer.com/index.html

資策會FIND http://www.find.org.tw/find/home.aspx

維基百科 http://zh.wikipedia.org/zh-tw/Wikipedia:%E9%A6%96%E9%A1%B5