互動式廣告有效性先探研究：以跨國電腦使用者為研究對象

Abstract

隨著互動式媒體的風行，互動式廣告已變成廣告行銷界最熱門的話題。自從1993年10月起，專業雜誌「廣告年代」就在其刊物中開始了一系列互動式媒體的專欄。隨著最近網際網路、全球資訊網以及國家資訊基礎建設的熱潮，更將互動式廣告的高潮向前推進一大步。With the increasing popularity of interactive media, interactive advertising has become one of the hottest topics among advertising and marketing professionals. Since October, 1993, the trade weekly, Advertising Age, began a special feature section on interactive media. Other trade publications, Media Week and Marketing News, also foollowed. The recent hype about the Internet, the World Wide Web, and the National Information Infrastructure (NII) has further pushed the commercail potential of the interactive advertising. In spite of the somewhat overrated optimism of interactive advertising, there lacks an empirical study of effectiveness of interactive advertisements, as compared to non-interactive advertisements.