論文摘要
消費者對廣告的態度會影響到消費者的暴露、注意與對個別廣告之反應，進
而影響廣告效果。過去的研究，多為調查民眾對傳統大眾媒體廣告的態度，對於
網路媒體的調查，國內尚相當缺乏。因此，本研究將針對這個主題做探討。
本研究採用Schlosser 在1999 年調查美國網路使用者對網路廣告態度所使用
的問卷，經前導研究後修飾而成。於2000 年5 月底及6 月間，利用網路調查法
調查國內網路使用者對網路廣告之態度，共收到383 份有效問卷，經統計分析及
將前導研究中之意見彙整後發現：
1. 目前國內網路使用者對網路廣告之整體態度偏負面，有38.8 ％的人不喜歡網路
廣告，有26.7 ％的人喜歡網路廣告，其餘34.7 ％持中立的態度。
2. 影響對網路廣告態度之主要因素為「廣告效用與信任」以及「屈辱感」，在個
別項目的影響上，以網路廣告的資訊提供影響最大。
3. 對網路廣告之整體態度可分為「討厭網路廣告群」、「喜愛網路廣告群」以及「對
網路廣告態度中立群」等三個族群。此三個族群在對網路廣告態度、男女比
例、教育程度、網路使用經驗及觀看網路廣告次數等特性上有明顯不同。

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第一章、緒論............................................................................................................ 1
第一節、 研究背景與動機...................................................................................... 1
第二節、 研究目的.................................................................................................. 2
第三節、 研究對象與範圍...................................................................................... 3
第四節、 研究步驟.................................................................................................. 3
第五節、 論文架構.................................................................................................. 4
第二章、 文獻探討...................................................................................................... 5
第一節、 廣告.......................................................................................................... 5
第二節、 網際網路廣告........................................................................................ 12
第三節、 網路使用者特性與與網路調查工具.................................................... 24
第三章、 研究方法.................................................................................................... 27
第一節、 研究架構................................................................................................ 27
第二節、 先導研究................................................................................................ 29
第三節、 問卷設計................................................................................................ 36
第四節、 資料收集................................................................................................ 37
第五節、 資料分析方法........................................................................................ 37
第四章、 資料分析.................................................................................................... 39
第一節、 樣本描述與敘述統計分析.................................................................... 39
第二節、 對網路廣告態度量表之因素分析、信度與效度分析........................ 48
第三節、 影響網路廣告態度之迴歸分析............................................................ 53
第四節、 對網路廣告態度之集群分析................................................................ 56
第五節、 對網路廣告態度之各群組特徵分析.................................................... 59
第六節、 與其他文獻之比較................................................................................ 65
第五章、 結論與建議................................................................................................ 67
第一節、 研究發現與結論.................................................................................... 67
第二節、 對網路廣告實務應用的建議................................................................ 69
第三節、 研究限制與後續研究建議.................................................................... 70
參考文獻...................................................................................................................... 71
附錄：正式調查之問卷..........................................................................................I

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