網際網路是一個相當具有吸引力的廣告媒體，由於全球資訊網的獨特性及多功能性使得網際網路成為新興的大眾媒體，許多的廣告商已經將網際網路列入一般性的廣告媒體當中。廣播、電視、報紙的廣告業績呈現衰退之際，傳統與新興的媒體勢力則展現出明顯的消長態勢，蓬勃發展的網際網路廣告商機亦使得電子商務的應用更多元化。
而因資訊爆炸的時代來臨，相對影響網路廣告的點選率，在面對日益降低的網路廣告點選率，雅虎yahoo的Overture服務，為網路搜尋和廣告所帶來的革命，當使用者尋找的關鍵字和產品有關時文字連結就會出現。Google大幅改善網路搜尋之後推出關鍵字廣告，成為全世界最知名的網路品牌，也是最大的關鍵字搜尋網路公司。進一步促進了線上廣告的成長力道。
本研究主要探討，不同「網路廣告態度」、「網頁內容涉入度」、「產品涉入度」對廣告效果的影響。研究結果顯示，「網頁內容涉入度」及「產品涉入度」對「廣告效果」有顯著影響， 但在「 網路廣告態度 」對廣告效果3項變數上，並無顯著性的差異。而在個人背景上，除了年齡、職業及教育程度外，其餘變數都對廣告效果不具有干擾作用。

Internet is an enormously attractive media, the uniqueness and multifunction of world wide website enable internet a new emerging mass media, many adverting agents have categorized it into the prevailing media. The performances of the broadcast、TV and the ad in the newspaper are declining, but the power of new and traditional media are obviously growing up, the flourishing commercial chances of the ad on the internet made the application for electric commerce more various.
The time for explosive information has come, it makes the rate of clicking on the ad decreasing. But the overture service provided by yahoo brings the revolution to the search engine and ad. The connection will emerge between words when users are looking for the key word about products. After Google greatly improved the search engine, it started the ad by the key word, becoming the world famous brand and also the largest company. It accelerate the growth of the ad on the internet.
My study mainly focus on different “attitude toward the ad on the internet”、”the involvement about the contents of the homepage” and “the involvement for the products ” under the influence of the ad. The results show that ”the involvement about the contents of the homepage” and “the involvement for the products ” toward the effect of the ad is significant, but the “attitude toward the ad on the internet” with more than three variables to the effect of the ad is not significantly different . Considering individual’s background besides age、occupation and education, other variables have no interference on it.

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1. FIND網際網路資訊情報中心,「網際網路應用調查」,http://www.find.org.tw。

2. 柳婷， 廣告與行銷 ，五南書局，民國88年

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4. Zeff R. & Aronson B./詹佩娟譯，廣告Any Time-網際網路廣告，漢智電子，民國89年。

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