| Summary: | 碩士 === 國立中正大學 === 資訊管理學系 === 89 === With the growth of the users on internet, the commercial activities on internet are booming. Among the activities, whether the internet advertisement can meet their expectation is most concerned about by the advertisers. At the beginning of the internet advertisement, text and graphics presentations are most often employed. But, with the development of new technology, more and more enterprises try to introduce their information products by means of animation in the hope of communicating with their consumers and to the end that they will persuade the consumers to buy their products.
According to the previous research, animation used in banners produce good effects, but can the persuasion effect meet the advertisers'' expectation when animation is employed in the presentation of products? It is worth further studying.
So we use web page presentation and FCB model which are divided into four product types (in a laboratory experimentation) to explore the persuasion effects of the internet ads on consumers. The independent variables includes two factors--- web page presentation and FCB Model, and dependent variable is the persuasion effects of advertisements. The result is as follows:
1.Different web page presentation will not influence the persuasion effects of the internet ads.
2.Different product types will influence the persuasion effects of the internet ads.
3.The persuasion effects of web page advertisements caused by static and animation presentation depend on consumers'' cognitive style and consumers’ information and knowledge.
Based on the above study, we will offer enterprises some advices or proposals . We hope they will benefit from our study when they try to build a web site or put ads on internet. Besides, we expect this paper can not only benefit the further study but also improve the internet advertisements.
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