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¡ymotivation¡z.
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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0705111-140430 |
| Date | 05 July 2011 |
| Creators | Chiang, Shou-Jie |
| Contributors | Pei-how Huang, Tai-Hwa Chow, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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