本研究的目的主要探討關鍵字廣告與影音廣告的娛樂性、資訊性、干擾性、可信性對消費者態度及消費者行為之購買意願關係之研究。現今網路的時代，改變了人們的生活習慣，與網路及社群媒體形影不離，因此廣告從電視機變到了網路上。本研究以有在使用網路及社群網站，在網路上看過網路廣告的消費者做為主要的研究對象，採取網路問卷方式調查，發出272份問卷，共回收272份有效問卷進行研究，並以SPSS 統計套裝軟體進行資料分析。 本研究得到結論如下： (1)關鍵字廣告及影音廣告之娛樂性、資訊性、可信性對於消費者態度有正向影響(2)廣告的干擾性負性影響消費者態度，尤其是關鍵字廣告(3)消費者態度對於消費者行為之購買意願具有正向影響(4)關鍵字廣告與影音廣告在消費者態度及行為之購買意願將因不同個人背景變項產生顯著的差異。 The main purpose of this study is to compare the effectiveness of keyword and audiovisual advertising on social networking sites using the relationship between consumer attitudes and behaviors, where attitude is assumed to be related to the entertaining, distracting, and believable advertisements. The Internet world has changed the habits and purchase intentions of consumers, and advertising has also shifted from traditional channels to the Internet. In order to explore the effectiveness of online advertising, a quantitative survey was conducted by collecting 272 questionnaires, and SPSS software was used for statistical work.The conclusions of this study are as follows: (1) The entertainment, informativeness and credibility of keywords and audiovisual advertisements positively influence consumer attitudes (2) The disturb of advertising has a statistically negative effect on consumer attitudes, especially for keyword advertising (3) Consumer attitudes have a positive impact on consumer behavior and purchase intention (4) Demographic variables lead to significant differences in consumer attitudes and purchase intentions.
