| 摘要: | 過往已有眾多研究探討網站網頁之廣告效果，惟以不一致理論同時探討網頁廣告上顏色與音樂之廣告效果研究，至今尚鮮。故本研究以不一致觀點探索線上旅遊網站之廣告效果。
本研究以實驗法之實驗設計為研究方法，檢測與評估網頁文案圖片類型與背景音樂在不一致下對於消費者之影響，探討其廣告效果(廣告記憶、廣告態度、品牌態度、購買意願)之影響，共計發出300份問卷，以實驗法進行調查，於2010年9月至12月期間執行實驗設計。
研究結果發現，整體而言，網頁顏色與背景音樂搭配下，不一致設計之網頁廣告效果較一致性時佳，亦即不一致時，網頁廣告會有較佳之廣告記憶和廣告態度。本研究同時提出管理意涵與未來研究建議。
Many researches have demonstrated the effects of website advertising on con-sumers. However, so far, incongruity theory has not been applied to analyze the con-tribution of atmospherics like color and music to the advertising message. This research proposes that online tourism websites’ use of visual and musical atmospherics can positively influence advertising effectiveness. We use incongruity theory to explain this result.
This study conducted an experiment and recruited 242 sample participants. Our study incorporated experimentally designed color and music presentations into simu-lated online advertisements to examine the effects on the subjects’ responses, includ-ing their advertising memory, advertising attitude, brand attitude, and purchase inten-tion.
The results show that within the domain of tourism website advertising, the pre-dictions of the incongruity theory are statistically supported. This indicates that the incorporation of incongruous atmospheric content could strengthen the subjects’ recall of the advertising and improve their attitude towards it. The results of the research provide empirical support for the research design and suggest implications for con-sumer behavior and the development of effective ads. |
