文化大學機構典藏 CCUR:Item 987654321/35946
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 46962/50828 (92%)
Visitors : 12456365      Online Users : 763
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/35946


    Title: WHERE TO PLACE ONLINE ADVERTISEMENTS? THE COMMERCIALIZATION CONGRUENCE BETWEEN ONLINE ADVERTISING AND WEB SITE CONTEXT
    Authors: Hsieh, AY (Hsieh, Ai-Yun)
    Lo, SK (Lo, Shao-Kang)
    Chiu, YP (Chiu, Yu-Ping)
    Contributors: 國貿系
    Keywords: Schema-congruence
    Commercialization congruence
    Banner ad
    Web site
    Date: 2016-02
    Issue Date: 2017-04-17 11:04:52 (UTC+8)
    Abstract: This study examined the effectiveness of advertising in the context of commercialization congruence between online advertising and Web sites. Specifically, we separated commercialization congruence into commercial and noncommercial sectors, and drew from schema-congruence theory to consider the effects of commercialization congruence that may influence attitudes toward advertising. We employed the laboratory experiment method to manipulate the commercialization level of the Web site and the banner advertisement to verify attitudes toward advertising, before testing them according to commercialization congruence between advertising and the Web site. The findings revealed that our subjects' attitudes toward commercial advertising were significantly higher ( lower) than for noncommercial advertising on commercial Web sites (noncommercial Web sites). This study contributes to online advertising research, can assist advertisers in their understanding of the importance of commercialization congruence, and serves as a reference for advertisers considering the placement of advertisements on Web sites.
    Relation: JOURNAL OF ELECTRONIC COMMERCE RESEARCH 卷: 17 期: 1 頁碼: 36-46
    Appears in Collections:[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML320View/Open


    View Licence

    All items in CCUR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback