| Summary: | 碩士 === 國立臺中技術學院 === 事業經營研究所 === 96 === With the time of Web2.0 is coming and the development of the Internet is growing, Blog brought a new market and the commercial potential of Internet, make the advertisement market is more and more important in Blog. The study use experimental design method to understand the advertisement communication effect in cognitive, affective and behavioral intention after product placement in personal blog. The study also use brand awareness and product involvement as the moderators, prove the causal relationship between variables by Multivariate analysis of Variance at the final.
The results found that Blog placement types to cognitive, affective and behavioral intention don’t have significant impact when brand awareness is a moderator, but Blog placement types to cognitive and affective effect have significant impact when product involvement is a moderator. In contrast to cognitive communication effect of audio only, cognitive communication effect of visual only and combines audio-visual is higher than audio only. Affective communication effect of visual only contrasts to audio only is higher, and contrast behavioral intention communication effect between visual only and audio only, behavioral intention communication effect of visual only is higher. When contrast brand awareness between high and low, cognitive communication effect of high brand awareness is higher. In contrast to cognitive, affective, behavioral intention communication effect of low product involvement, high product involvement is higher than low product involvement.
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