报纸广告与网络广告消费者比较.pdf

報紙廣告與網路廣告之消費者態度比較 1 報紙廣告與網路廣告之消費者態度比較 A Comparison of Consumers Attitude toward Advertising on the Newspaper and Web 于秉弘 先生 楊志弘 博士 銘傳大學傳播管理研究所研究生 銘傳大學傳播學院院長 摘要： 在台灣，網路目前幾乎與報紙並列為重要媒體。而在如此的競爭下，消費者如何看待報紙和網路 中之廣告，實為應考量的問題之一。故本研究之重點在於，對報紙與網路中的消費者廣告態度進行初 探。研究目的如下：首先，瞭解消費者對報紙廣告和網路廣告的態度，接著比較消費者對報紙廣告與 網路廣告的態度。 本研究採用調查法。研究者建立網路問卷並要求受訪者作答。對於報紙廣告及網路廣告，本研究 定義為“所有受訪者曾接觸過的所有格式之報紙廣告或網路廣告，而非單一廣告或特定種類產品或服 務的廣告” ，包括資訊性、娛樂性、煩躁性、廣告價值、可靠性，相關人口變項以及廣告媒體態度之 問項。 最後，本研究對衡量廣告態度，提供了一更完整的研究架構，且亦可用於不同媒體廣告之間的消 費者態度比較。此點對於廣告主以及研究者均實用且有價值。 關鍵字： 報紙廣告、網路廣告、消費者態度 Abstract ： In Taiwan, Internet is almost an important media as newspaper. Under such competition, how consumers treat advertisements on the newspaper and web is a problem that we should consider. Therefore, this research focuses on the exploratory of consumers’ attitude toward advertising on the newspaper and web. The research purposes are as follows: First, understand consumers’ attitude toward advertising on the newspaper and web. Then, compare consumers’ attitude toward advertising on the newspaper and web. This research is a survey research. Researcher established the internet computerized questionnaire and asked subjects to fill in. For advertising on the newspaper and web, the definitions is “all newspaper or web advertising in all its various forms that subjects have been exposed to, not a single advertisement or advertising for a particular type of product or service”. Items of Informativeness, Entertainment, Irritation, Advertising value, Credibility, Relevant demographic variables, and Attitude toward the media are included. Finally, the research provides a more complete construction for the measurement of attitude toward advertising, and this can apply to compare con