近年來網際網路的快速發展，已成為國人取得日常資訊的主要途徑，而安插廣告在網路環境，也是廣告主重要的廣告方式。然而網路使用者對不同的資訊呈現方式、廣告訴求、網路使用經驗、廣告態度，所產生的行為不同，瀏覽廣告也會受到影響，將可能影響使用者的後續行為，進而影響廣告效果。 本研究探討網路使用者，在資訊呈現方式、廣告訴求、網路使用經驗、廣告態度與廣告效果之模型建構與分析，利用結構方程模式探討各變數間之關係，找出最適配模式並提出建議給廣告主在製作廣告上有更明確的策略與參考依據。本研究以有上網的網路使用者為調查對象，共發出550份問卷，有效問卷436份。研究結果發現：(1)橫幅廣告對資訊呈現方式有顯著的正向影響；(2)橫幅廣告對廣告效果有顯著的正向影響；(3)網路使用經驗對廣告態度有顯著的正向影響；(4)網路使用經驗對廣告效果有顯著的負向影響；(5)廣告訴求對廣告態度有顯著的正向影響；(6)廣告訴求對廣告效果有顯著的正向影響；(7)資訊呈現方式對廣告效果有顯著的正向影響；(8)廣告態度對廣告效果有顯著的正向影響。 In recent years, due to the fast development of Internet, people have used it as a major approach to retrieve daily information. Therefore, it is granted that Internet advertisings become an important method for business advertisers to advertise their products/services. However, different information presentation, advertising appeal, Internet using experience, and advertising attitude of Internet users can cause different browsing behavior on banner advertising and influence advertising effect and purchase behavior. The study is to investigate the construction of model and analysis to the information presentation, advertising appeal, Internet using experience, advertising attitude and advertising effect of banner advertising. Use SEM to discuss the relationship each variables, find the optimal model, and give suggestions to advertisers when making advertising decisions. The research subjects are persons who have been using Internet. Totally, 550 copies of questionnaires are dispatched and 436 copies are valid. The results of the study are (1)Banner advertising has a significant positive effect on information presentation. (2)Banner advertising has a significant positive effect on advertising effect. (3)Internet using experience has a significant positive effect on advertising attitude. (4)Internet using experience has a significant negative effect on advertising effect. (5)Advertising appeal has a significant positive effect on advertising attitude. (6)Advertising appeal has a significant positive effect on advertising effect. (7)Information presentation has a significant positive effect on advertising effect. (8)Advertising attitude has a significant positive effect on advertising effect.
