隨著科技的進步，對於網路廣告的研究也越來越多元與多樣化，而本研究企圖以眼球追蹤儀，來針對網頁內文關聯性、廣告位置與廣告類型設計會對廣告視覺效果產生何種影響以及不同產品涉入度消費者在網路廣告視覺效果上影響為何來進行研究。研究後發現不同的網路廣告呈現方式確實會對廣告的視覺效果產生影響，但在網頁內文關聯性以及涉入度均不會對廣告的視覺效果產生任何的影響。但是把涉入度區分為高涉入以及低涉入兩組之後，在經過統計分析後，本研究發現到在高涉入程度下，廣告的呈現方式會對廣告的視覺效果產生影響，而在低涉入程度下，網頁內文關聯性會對廣告視覺效果產生影響。希望透過本研究的發現能夠對企業放置網路廣告時提供另一個參考的依據。
With the development of technology, various and diverse studies pertain to internet advertisements have been growing. This study utilized eye-tracking device to examine the impacts on visual effectiveness of advertisements in terms of customer’s involvement with products, the contents of web pages, advertisements’ position, and types of advertisements. The results showed that different presenting methods will influence the visual effectiveness of internet advertisements in customers with high involvement with the product; but the content of the web pages and product involvement have no significant impacts on the effectiveness of the advertisements. However, the relationship of the web-page contents and the product will impact the advertisement effectiveness in customers with lower product involvement. The findings of this study can serve as references for enterprises when advertising their products.
