The Impact of Intrusive Web Advertisement on Consumer Behavior

• Main Authors: Ting-Wen Wang, 王廷文
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/82998969870781519063

碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Mass communication has transited from one-way to two-way interaction form in this decade. By the transition of mass communication, advertisers have been looking for new effective ways to communicate with consumers. As the Internet began to popularize, advertisers would build up hyperlinks to guide consumers to visit their advertisement homepage, which did not work very well. In an attempt to increase ad effectiveness and add more value to advertisers, online publishers are now employing new ad formats that are larger and more intrusive, such as pop-up ads. Consumers search and browse on the Internet with strong purpose. They believe they can control and select the information just fit their needs. Thus, intrusive ads may deprive consumer’s freedom of receiving information and leave consumers more irritated. Intrusive ads can not serve the purpose of communication and even more evoke side effects. We try to stand in consumer’s shoes and figure out the impact of intrusive ads. We found out that the more preparedness degree of consumers, the less intrusive the ad is. The intrusiveness may have positive effect on both irritation and avoidance, which also has been proved by other researches. By the result of the LISREL model, relevance has no critical impact on intrusiveness. The degree of control leaves negative impact on irritation, which can affect avoidance positively. In the end of the thesis, we made several conclusions and derived some marketing implications.