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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/125049


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    Title: 網頁廣告視覺設計、廣告態度與購買意願關係之研究－以社群評價為調節因子
    The Impact of Web Advertising Visual Design and Advertising Attitude on Purchase Intention：Social Media Ratings as Moderator
    Authors: 林子揚
    Lin, Tzu-Yang
    Contributors: 李易諭
    Li, Yi-Yu
    林子揚
    Lin, Tzu-Yang
    Keywords: 廣告
    視覺設計
    網頁廣告視覺設計
    廣告態度
    社群評價
    調節效果
    中介效果
    產品需求
    購買意願
    Date: 2019
    Issue Date: 2019-08-07 17:10:03 (UTC+8)
    Abstract: 當消費者面對廣告中不同的呈現方式會對廣告有著不同的態度，對產品也會產生不同的評價，本研究將以網頁廣告視覺設計作為廣告中主要的重點來去探討，本論文擬以社群評價為調節因子、廣告態度為中介因子，透過實驗設計法來檢驗此主張，主要擬探討網頁廣告視覺設計與購買意願關係是否受其中介效果影響。
    本研究推論顯示1.網頁廣告視覺設計會正向的影響廣告態度。2.廣告態度會正向的影響消費者購買意願。3.網頁廣告視覺設計會正向的影響消費者購買意願。4.社群評價在網頁廣告視覺設計及廣告態度之間存在調節效果。5.社群評價在廣告態度及購買意願之間存在調節效果。6.廣告態度在網頁廣告視覺設計及購買意願之間存在中介效果。
    由此推論社群評價在視覺設計上對消費者廣告態度的關係中有著調節效果、在廣告態度與購買意願中亦有著調節作用；同時視覺設計可以增加消費者對廣告的好感度，進而提升了消費者對產品的需求，對消費者的購買意願帶來正向的影響。
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363103
    Data Type: thesis
    DOI: 10.6814/NCCU201900312
    Appears in Collections:[MBA Program] Theses

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