本研究目的在探討原生廣告與橫幅廣告間使用者經驗與廣告效果的差異性以及網頁與廣告畫面一致性影響使用者經驗與廣告效果。透過實驗情境模擬和問卷調查使用者的使用者經驗。網路廣告的種類繁多，但因為廣告已深植在使用者心中後，使用者便很容易忽略它的存在，而達不到廣告供應商刊登廣告的目的，因此一種新型態的原生廣告應運而生，本研究也將其納入研究中，探討原生廣告是否真的能創造更佳的使用者經驗以及更好的廣告效果。普遍認為一致的網頁應會有更好的使用者經驗，但觀察現行的網頁中幾乎所有的網路廣告皆與本文內容無關，因此本研究也將這點加入研究設計當中，探討一致的網頁是否真的能夠提升使用者經驗以及廣告效果。
本研究的研究結果顯示，使用原生廣告的網頁在廣告效果的部分確實比使用橫幅廣告的網頁更好，但是在使用者經驗的部分則因為設計上的不同而會有所差異，在本研究則呈現原生廣告之部分構面較橫幅廣告佳的情況。而一致的網頁則在使用者經驗以及廣告效果都要比不一致的網頁更好。

There are two major purposes for this study. The first one is to examine how two outcome variables (user experience and advertising effectiveness) vary with two factors - Native Advertising and Banner Advertising.
The second one is to discuss how the consistency of web pages advertising affect user experience and web advertising effectiveness. I try to discover users' experience through simulated experiments and questionnaires.
There are many kinds of stereotypical or classical online advertisings; however, because people are too familiar with advertising, web page viewers can easily ignore their existence. Hence, advertising providers found that they couldn't achieve the advertising effectiveness they want. So, recently, there is a new type of advertising came into being, and that advertising is also included in my study.
It is generally agreed that a consistent webpage should have a better user experience than an inconsistent one; however, after my observation, I found that almost all of the current web page advertisings are content-independent. Thus, this study will also add this point to the study designs to find out that whether a consistent page really improves user experience and advertising effectiveness.
The results of this study are shown that web pages that use native advertising do better in the advertising effectiveness than those with use banner advertising.
As for the user experience part, it might also vary with the wed page design. In this study, it shows better constructs of native advertising than banner advertising, but not all of them. Besides, the consistent pages perform better in the user experience and advertising effectiveness than inconsistent web pages do.

學位論文審定書　i
中文摘要　　　　ii
Abstract 　　　　iii
目　　錄　　　　iv
圖　　次　　　　viii
表　　次　　　　ix

第一章 緒論1
1-1 研究動機與背景1
1-2 研究問題3
1-3 研究目的4
1-4 研究流程5
第二章 文獻探討6
2-1 網路廣告6
2-1-1網路廣告類型整理6
2-1-2原生廣告的相關研究11
2-1-3網路廣告效果及廣告態度16
2-1-4使用者瀏覽行為18
2-1-5 廣告視盲現象20
2-1-6橫幅廣告有效程度之研究22
2-2 一致性理論24
2-2-1一致性的的相關研究24
2-2-2廣告與一致性之研究小結28
2-3使用者經驗30
2-3-1使用者經驗定義30
2-3-2使用者經驗評估方法32
2-4網路廣告影響使用者經驗之相關研究33
第三章 研究架構與研究方法37
3-1研究架構與研究假說37
3-2變數定義與操弄方式39
3-3實驗問卷設計42
3-3-1實驗產品選擇42
3-3-2測驗過程43
3-3-3測驗結果43
3-4正式問卷設計44
3-5實驗情境設計47
3-6前測階段49
3-7問卷編排50
第四章 資料分析51
4-1實驗問卷信度、效度分析51
4-2實驗樣本結構52
4-3各組實驗樣本檢定54
4-4實驗操弄基本敘述性統計56
4-5實驗結果分析59
4-5-1網頁一致性與廣告態度各構面差異59
4-5-2廣告類型與廣告態度各構面差異60
4-5-3網頁一致性與使用者經驗各構面差異61
4-5-4廣告類型與使用者經驗各構面差異63
4-6研究假說之檢定結果65
第五章 結論與建議66
5-1廣告類型的使用者經驗與廣告效果66
5-2網頁一致性的使用者經驗與廣告效果67
5-3 結論68
5-4 研究貢獻70
5-5研究限制與未來研究建議72
參考文獻73
附錄：實驗問卷79
實驗情境一：一致的情境79
實驗情境二：不一致的情境84
實驗情境三：橫幅廣告情境89
實驗情境四：原生廣告情境93

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