The Effect of Information Presentation on the Advertisement Communication Effect -A Case of On-line Ceramic Tile.

• Main Authors: Shao-Wen Weng, 翁紹文
• Other Authors: Tian-Jong Hwa
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/80995605969487907949

碩士 === 國立聯合大學 === 管理碩士學位學程 === 98 === In light of the internet development, many people will search information of product on webs. The information of product always show with some words and pictures on web page but entity, then comsumer can not understand the whole situation of the product. But now, some companies will start to present or show products on web page by using the media or virtual reality. By this way, these companies will can give more information of product, reduce the uncertainty in mind and reduce the decision time for customers. It will also increase opportunity of purchase and transaction. The paper will discuss the present of information (IP) with some kind different advertisements communication effects (ACE) for ceramic tile. Besides, we will discuss the effects of internet perceive risk (IPR) between IP and ACE, and the interfere of internet experience (IE) between IP and ACE with laboratory experiments. There are two groups (with-subjects) with “high” and “low” for experimenters. The paper will show some results as following: 1. IP has significancely influence to IPR. IP and IPR have significancely influence to ACE. It means that the IPR have intermediated between IP and ACE. 2. IE has significancely influence to IPR. 3. IE does not have significancely interfere between IP and IPR. Therefore, a company must pay attention to reduce uncertainty in mind, and to increase the brand impression and opportunity of purchase for customer by using the exhibition of virtual reality.