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研究生： 謝亦筑
Hsieh, Yi-Jhu
論文名稱： 網站背景效果與音樂一致性對網路廣告態度之研究
A Study of Website Context Effects and Music Congruence on Banner Advertising Attitudes
指導教授： 張心馨
Chang, Hsin Hsin
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 89
中文關鍵詞： 網站內容相關性 、網頁背景複雜度 、橫幅廣告類型 、音樂一致性 、橫幅廣告態度 、網站背景效果
外文關鍵詞： website content relevance, web page background complexity, banner advertising style, music congruence, attitudes toward banner advertising, website context effects
相關次數： 點閱：100  下載：0 
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    • 由於網際網路的盛行，廣告業者頻繁地使用網路廣告來接觸更多潛在消費者。網路媒體不同於平面或電視媒體，會受到其環境中的網站背景因素的影響(例如：網站內容相關性、網頁背景複雜度以及橫幅廣告類型)， 因而影響網路廣告態度。準此，本研究主要在探討網站背景因素與音樂一致性對橫幅廣告態度之效果，其中音樂一致性的效果在於調節網站背景因素對網路廣告態度的影響。研究操弄包括網站內容相關性、網頁背景複雜度、橫幅廣告類型與音樂一致性，執行2 × 2 × 2 × 2受試者間實驗設計，有效樣本數共236份。資料分析結果顯示：(1) 網站內容相關性、網頁背景複雜度、橫幅廣告類型，以及音樂一致性會直接影響橫幅廣告態度；(2) 音樂一致性會調節網站內容相關性對橫幅廣告態度的影響，減低與不相關網站內容對橫幅廣告態度的負向效果。最後，本研究建議網路廣告業者可利用網站背景效果與音樂一致性提升橫幅廣告態度。

    Because of the rapid growth of the Internet, advertisers frequently use online advertising to entice potential consumers. Interest in online media is usually affected by website context factors such as website content relevance, web page background complexity, and banner advertising styles that influence attitudes toward banner advertising. This study investigates the main effects of website context factors and music congruence on attitudes toward banner advertising as well as the moderating effects of music congruence. We manipulated website content relevance, web page background complexity, banner advertising style, and music congruence factors and conducted a 2 × 2 × 2 × 2 between-subjects design. 236 valid samples were collected. The results indicated that (1) website content relevance, web page background complexity, banner advertising style, and music congruence directly influence attitudes toward banner advertising; and (2) music congruence moderates the relationship between website content relevance and attitudes toward banner advertising and mitigates negative attitudes toward banner advertising in content-nonrelevant websites. In the case of managerial implications, we suggest that online advertisers can utilize website context effects and music congruence to improve attitudes toward banner advertising.

    TABLE OF CONTENTS 摘要................................................I Abstract....................................................II 謝誌....................................................III Chapter 1 Introduction..................................1 1.1 Research Background.................................1 1.2 Research Objectives.................................6 1.3 Research Framework..................................6 Chapter 2 Literature Review.............................8 2.1 Attitudes toward Online Advertising.................8 2.2 Website Context Effects.............................12 (1) Website Context.....................................12 (2) Clutter Effects.....................................13 2.2.1 Website Content Relevance.........................14 (1) Website Content.....................................14 (2) Website Content Relevance...........................15 2.2.2 Web page background and complexity................17 2.2.3 Banner Advertising Style..........................20 (1) Animation...........................................20 (2) Animation of Online Banner Advertising..............21 2.3 Music Congruence....................................23 (1) Music...............................................23 (2) Music Congruence....................................24 (3) The Moderating role of Music Congruence.............28 (4) The Effectiveness of Music..........................29 Chapter 3 Research Method...............................33 3.1 Stimuli.............................................33 3.2 Experimental Design.................................33 3.3 Manipulation Check..................................38 3.3.1 Website Content Relevance.........................38 3.3.2 Webpage Background Complexity.....................40 3.3.3 Music Congruence..................................41 3.4 Control Variables...................................43 3.4.1 Music Valence.....................................43 3.4.2 Involvement.......................................44 3.4.3 Familiarity.......................................44 3.4.4 Brand Preference..................................45 Chapter 4 Main Study....................................47 4.1 Procedure...........................................47 4.2 Data Collection and Sample Characteristics..........48 4.3 Reliability and Manipulation Check..................50 4.4 Results............................................53 Chapter 5 Discussion and Conclusions....................58 5.1 Summary of Findings.................................58 5.2 Theoretical Implications............................63 5.3 Managerial Implications.............................65 5.4 Contribution........................................66 5.5 Limitations and Future Research.....................66 References..............................................68 Appendix A Questionnaire................................82 Appendix B the arrangement of the content-nonrelevant website and the complex web page background.............88 Appendix C the arrangement of the content-relevant website and the simple web page background..............89 LIST OF TABLES Table 1 The Definition of Variables.....................34 Table 2 Experimental Design.............................35 Table 3 The Manipulation of Variables...................36 Table 4 The Reliability of Variables (N=30).............37 Table 5-1 Number of valid questionnaires collected in each condition (n=30)........................................39 Table 5-2 The Results of Item Analysis of Website Content Relevance(n=60).........................................39 Table 5-3 The Results of Item Analysis of Web Page Background Complexity (n=60)............................40 Table 6-1 Number of valid questionnaires collected in each condition (n=60)........................................41 Table 6-2 The Results of Item Analysis of Music Congruence(n=30)..................................................42 Table 7 The Reliability of Control Variables............46 Table 8 Sample Distribution (n=236).....................50 Table 9 Model fit indexes of confirmatory factor analysis on attitudes toward online advertising..................51 Table 10 The Reliability of Variables...................52 Table 11 Manipulation Check.............................53 Table 12 The Results of ANOVA (Control variables: music valence, involvement, familiarity,and brand preference).............................................54 Table 13 The Results of ANOVA (Control variables: music valence, and brand preference)..........................55 Table 14-1 the Average of Attitudes toward Online Advertising for Music Congruence versus Website Content Relevance...............................................56 Table 14-2 the Average of Attitudes toward Online Advertising for Music Congruence versus Web Page Background Complexity..........................57 Table 15 The Analysis of Hypotheses.....................58 LIST OF FIGURES Figure 1 The Conceptual Framework.......................7 Figure 2 Interaction Effects between Music Congruence and the Website Content Relevance (Dependent Variable = Attitudes toward Online Advertising)....................56 Figure 3 Interaction Effects between Music Congruence and Web Page Background Complexity (Dependent Variable = Attitudes toward Online Advertising)....................57

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