| Summary: | 碩士 === 國立中正大學 === 資訊管理學系 === 90 === Internet is a very attractive advertising media. Because of the uniqueness and multi-functionality of WWW, Internet has become a popular media to many advertisers. As Internet is getting more essential, the effective way to provide Internet advertisement becomes one of hot research topics.
Due to the differences in education, gender, age, religion, etc, consumers of Internet have their own attitudes and opinions. If owners of advertisement intend to achieve their goals, they need to meet the requirement of specific layer of consumers. Therefore, the purpose of this research is to explore the effects of ‘cognitive style’ and ‘level of involvement’ on consumers who browse through Internet advertisement. We study consumer behaviors based on the Kirton’s adaption-innovation theory and Zaichkowsky’s personal involvement theory.
The two-factor experimental design is adopted in this research in order to identify the relationship between ‘cognitive style’ and ‘level of involvement’. A field experiment of 282 participants reveals:
1.Cognitive style has significant influence on banner advertisement effect. Consumers of the innovative cognitive style are in favor of click banner, and they also remember the brand names and contents of banner advertisement.
2.The level of involvement has the limited effect on banner advertisement.
3.The interaction between cognitive style and the level of involvement has different effects on click ratio.
Since Internet marketing is focusing on customization, we suggest that advertisers should identify the cluster characteristics of consumers who are innovative cognitive style, and then design specific marketing strategies in order to improve the effectiveness of advertisement on Internet.
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