近年來，網路廣告市場大幅成長，使用網路廣告已是必然的趨勢，然而各式
各樣的網路廣告充斥著網頁，已經有逐漸氾濫的情況產生。本研究將探討網路使用者使用網路時對於網路廣告的知覺、態度與線上購買行為間的關連。經由結構方程模式(Structural Equation Modeling)來衡量網路使用者對於網路廣告知覺、態度與線上購買行為間的影響關係，由分析的結果可知，網路廣告娛樂性對於網路廣告態度的影響已經消失；資訊性及信賴度對於態度的影響為正向，其中又以信賴度的影響程度最大；而干擾性對於態度的影響為負向；態度對於行為的影響也是正向。本研究所得之結果可提供網路廣告業者參考。

In recent years, the Internet advertising market grows substantially and the use of Internet advertising becomes an inevitable trend. However, lots of Internet advertising
repeatedly appeared on the Internet and they have been overused. This study, discussed the relationship among Internet users' perceptions, attitudes and online therefore, aims to discuss the relationships among Internet users’ perceptions, attitudes, and their online purchasing behavior towards Internet advertising. Structural Equation Modeling (SEM) was employed to measure the inter-relationships. According to the results of SEM, we find that the entertainments of Internet advertising doesn’t affect the attitudes of Internet users. The effects of
Informativeness and trustworthiness on user’s attitudes are positive, especially the effect of the trustworthiness on user’s attitudes is the greatest of users’ perceptions. However, the effect of irritation on user’s attitudes is negative. User’s attitudes affect
their behavior positively. The findings of this study provide Internet advertisers to
discuss.

參考文獻
中文
1. 台北市網際網路廣告暨媒體經營協會（2012 年 3 月 22 日），2011 網路廣
告量統計報告。
http://www.iama.org.tw/upload/ResourceTrend/20120322104722953.pdf。
2. 江岱衛（2008），網路廣告點擊率與點擊廣告後行為之探索性研究。國
立台北大學資訊管理研究所碩士論文。
3. 吳明隆（2009），結構方程模式：AMOS 的操作與應用。第二版，五南
文化事業。
4. 吳明隆（2009），SPSS 操作與應用─問卷統計分析實務。初版，五南文
化事業。
5. 李德治、童惠玲（2007），統計學。初版，博碩文化股份有限公司。
6. 祝建華（2006），台灣青少年每週上網時間東亞居冠。大紀元 2006 年 8
月 9 日報導。http://www.epochtimes.com/b5/6/8/9/n1416075.htm。
7. 財團法人台灣網路資訊中心（2011 年 1 月），台灣地區上網總人口數。
http://statistics.twnic.net.tw/query/survey-query.cgi。
8. 財團法人資訊工業策進會 FIND（Foreseeing Innovative New Digiservices）
網站（2004 年 9 月 4 日），資策會公佈 2004 年台灣網路使用者行為報告。
http://www.find.org.tw/find/home.aspx?page=news&id=3358。
9. 陳順宇（2005），多變量分析。四版，華泰文化出版社。
10. 陳順宇（2007），結構方程模式 Amos 操作。初版，心理出版社。
11. 黃妙如（2002），網路使用者之媒體使用習慣與網路使用動機對網路廣
告效果之影響研究。國立交通大學管理科學研究所碩士論文。
12. 蔡焜霖（1993），新廣告心理。初版，朝陽堂文化事業股份有限公司。
13. 薄喬萍（2010），信度與效度。初版，東華出版社。
14. 顏浩凱（2009），使用者對網路廣告避免現象及其相關因素探討之研究。
亞洲大學數位媒體設計學研究所碩士論文。
15. 陳耀竹、楊志弘、邱琪瑄（2011），網路廣告媒體選擇之研究。廣告學研究，第十六期，1-30 頁。
61
究，第十六期，1-30 頁。
英文
1. Aaker, D. S. and Donaid, E. B. (1985), “Causes of Irritation in Advertising.”
Journal of Marketing, Vol. 49, Issue 2, pp. 47-57.
2. An, D. and Kim, S.H. (2007), “A First Investigation into the Cross-Cultural
Perceptions of Internet Advertising：A Comparison of Korean and American
Attitudes.” Journal of International Consumer Marketing, Vol. 20, Issue 2, pp.
49-65.
3. Brackett, L. K. and Carr, B. N. (2001), “Cyberspace Advertising vs. Other
Media ： Consumer vs. Mature Student Attitude.” Journal of Advertising
Research, September/October , Vol. 41, Issue 5, pp. 23-32.
4. Bruner, G. C. and Kumar, A. (2000), “Web Commercials and Advertising
Hierarchy of Effects.” Journal of Advertising Research, Vol. 40, Issue 1/2, pp.
35-42.
5. Burns, K. S. and Lutz, R. J. (2006), “ The Function of Format: Consumer
Responses to Six Online Advertising Formats.” Journal of Advertising, Vol. 35,
Issue 1, pp. 53-61.
6. Ducoffe, R. H. (1995), “How Consumers Assess the Value of Advertising.”
Journal of Current Issues and Research in Advertising, Vol. 17, Issue 1, pp.
1-18.
7. Ducoffe, R. H. (1996), “Advertising Value and Advertising on the Web.”
Journal of Advertising Research, September/October, Vol. 36, Issue 5, pp.
21-35.
8. Edwards, S. M., Li, H. and Lee, J. (2002), “Forced Exposure and Psychological
Reactance: Antecedents and Consequences of the Perceived Intrusiveness of
Pop-up ads.” Journal of Advertising, Vol. 31, Issue 3, pp. 83-95.
9. Hawkins, D. T. (1994), “Electronic Advertising ： On Online Information
Systems,” ONLINE, Vol. 18, Issue 2, pp. 26-40.62
10. Hoffman, D. L. and Novak, T. P. (1996), “Marketing in Hypermedia
Computer-Mediated Environments: Conceptual Foundations.” Journal of
Marketing, Vol. 60, Issue 3, pp. 50-68.
11. Internet World Stats (2011), “Asia internet use, population data statistics.”
http://www.internetworldstats.com/stats3.htm#asia.
12. Ju-Pak, K. (1999), “Content Dimensions of Web Advertising：A Cross-national
Comparison.” International Journal of Advertising, Vol. 18, Issue 5, pp.
207-231.
13. Koufteros, X. A. (1999), “Testing a model of pull production: a paradigm for
manufacturing research using structural equation modeling.” Journal of
Operations Management, Vol. 17, pp. 467-488.
14. McQuail, D. (1983), “Mass Communication Theory: An Introduction.” London;
Sage.”
15. Mehta, A. (2000), “Advertising attitudes and advertising effectiveness.” Journal
of Advertising Research, Vol. 40, Issue 3, pp. 67-72.
16. Nadilo, R. (1998), “Online Research Taps Consumers who Spend.”. Marketing
Research, Vol. 32, Issue 12, pp. 12.
17. Rodgers, S. and Thorson, E. (2000), “The Interactive Advertising Model：How
Users Perceive and Process Online Ads.” Journal of Interactive Advertising, Vol.
1, No. 1, pp. 42-61.
18. Schlosser, A. E., Shavitt, S. and Kanfer, A. (1999), “Survey of Internet Users'
Attitudes toward Internet advertising.” Journal of Interactive Marketing, Vol. 13,
Issue 3, pp. 34-54.
19. Sobel, M. E. (1982), “Asymptotic Confidence Intervals for Indirect Effects in
Structural Equations Models.” Sociological methodology, Vol. 13, pp. 290-312.
20. Wolin, L. D., Korgaonkar, P. and Lund, D. (2002), “Beliefs, Attitudes, and
Behavior towards Web Advertising.” International Journal of Advertising, Vol.
21, Issue 1, pp. 87-113.
21. Yang, C. C. (2000), “Taiwanese students’ attitudes towards and beliefs about advertising.” Journal of Marketing Communications, Vol. 6, Issue 3, pp.
171-183.
22. Yang, K. C. C. (2003), “Internet Users’ Attitudes Toward and beliefs About
Internet Advertising：An Exploratory Research from Taiwan.” Journal of
International Consumer Marketing, Vol. 15, Issue 4, pp. 43-65.
23. Zeff, R. and Aronson, B. (1999), “Advertising on the Internet”, Second Edition ,
John Wiley and Sons, Inc..