| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 === 101 === With the popularization of the Internet, the growth of user population and the age gradually showing a normal distribution, and the interactive characteristic of Internet advertising, the use frequency of Internet advertising has rised dramatically. However, interactive advertisement is diversified, in order to sell products and services and to achieve cost-effective, the broadcasting activity of advertising how to choose an effective and appropriate advertisement from Internet is an issue that needs to be thought deeply. This study divides interactive advertisement into emotional advertising and 3D advertising, and examines the influences of interactive advertisement on advertising effectiveness.
This study collected 176 valid samples from Internet questionnaires. These subjects watched different types of interactive advertising before they completed the questionnaires. The results showed that emotional advertising and 3D advertising have significantly different effects on attitude toward the advertisement and attitude toward the brand. However, their influences on purchase intention are about equal. The findings of this study provide a reference for the managers of broadcasting activity in making advertising strategies, and in attaining the goal of sustainable business management.
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