從現今趨勢與數據可以看出，數位廣告已經是行銷之主要渠道。此外，目前數位廣告趨勢將來到數位廣告3.0，結束以產品作為運營中心性，並更專注於以消費者為中心、重視使用體驗之階段。根據Google團隊在eMarketer的網路研討會顯示，零售媒體廣告（Retail Media Ads）將是數位廣告的第三波浪潮。以用戶為主的隱私意識更凸顯了電子商務能直接獲取用戶訊息的優勢，成為零售商的主要行銷管道。
從消費者旅程與廣告模型來看，其主要層次為認知(Cognition)、情感(Affect)與行為(Behavior) 。其中，注意力為用戶接觸廣告之第一步，可看出廣告於感知層面之重要性。因此本研究將針對廣告展示類型對注意力之影響為重點探討項目，並延伸討論其對情感與行為層面之作用，藉以深度了解消費者在受到不同刺激(廣告展示類型)後對消費者旅程的影響。此外，文化被認為是消費者判斷和決定的關鍵驅動因素之一，並且以多種方式影響消費者的看法、偏好與目標去塑造消費者的思維方式。以目前不同文化之網站呈現方式亦能看出此差異。因此，本研究將針對獨立(Independent)與相互依存(Interdependent)之文化背景類型消費者進行研究，綜合討論文化於認知與感知上的差異與延伸影響。
本研究之目的包含彙整消費者需求並歸納出設計準則、探討不同文化背景消費者適合之廣告展示方式、探討不同廣告展示方式於注意力與延伸之影響。研究工具包含相關廣告量表與眼動儀，其目的為透過主客觀角度與多種方法進行數據蒐集與驗證。本研究成果將提供未來電商平台之行銷規劃師與網頁設計師作為參考與使用，並將促進電商平台、零售商與消費者間的廣告效益與消費體驗。

From current trends and statistics, it can be seen that digital advertising has become the main channel of marketing. In addition, the current digital advertising trend will come to digital advertising 3.0, ending the product-centered operation and focusing more on the consumer-centered and user-experience stage. According to the Google team's webinar on eMarketer, Retail Media Ads will be the third wave of digital advertising. User-oriented privacy awareness highlights the advantages of e-commerce that can directly obtain user information, and has become the main marketing channel for retailers.
From the perspective of consumer journey and advertising model, its main levels are Cognition, Affect and Behavior. Among them, attention is the first step for users to contact with advertisements, which shows the importance of advertisements at the perception level. Therefore, this study will focus on the impact of advertising display types on attention, and extend the discussion of its effects on emotion and behavior. In order to deeply understand the impact of consumers on the consumer journey after receiving different stimuli (different advertising display types). Furthermore, culture is recognized as one of the key drivers of consumer judgments and decisions, and influences consumer perceptions, preferences, and goals in multiple ways to shape consumers' mindsets. This difference can also be seen in the current presentation of websites in different cultures. Therefore, this study will focus on independent and interdependent cultural background consumers, and comprehensively discuss the differences and extended influences of culture on cognition and perception.
The purpose of this study includes collecting consumer needs and summarizing design guidelines, exploring the suitable advertising display methods for consumers with different cultural backgrounds, and exploring the impact of different advertising display methods on attention and extension. The results of this research will provide future e-commerce platform marketing planners and web designers as a reference and use, and will promote the advertising efficiency and consumption experience among e-commerce platforms, retailers and consumers.

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