Title page for etd-0705111-140430


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URN etd-0705111-140430
Author Shou-Jie Chiang
Author's Email Address No Public.
Statistics This thesis had been viewed 5580 times. Download 6733 times.
Department Business Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences
Date of Defense 2011-06-22
Page Count 170
Keyword
  • Internet video advertising
  • motivation
  • attitude
  • behavior
  • advertising effectiveness
  • advertising
  • Abstract In Taiwan, there is an increasing number of people using the Internet.  Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the『motivation』.
    All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising.
    These are the findings from our research:
    1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising.
    2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers.
    3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact.
    4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers’willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.
    Advisory Committee
  • Pei-how Huang - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0705111-140430.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2011-07-05

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