Influential factors and relational structure of Internet

banner advertising in the tourism industry

Shwu-Ing Wua,Pao-Lien Weib, Jui-Ho Chenc

評論者: 李信輝 R76062106

長榮大學經營管理研究所行銷組

Abstract

The Internet serves as a major marketing and communication tool in the tourism

industry; it is, therefore, surprising that there have been few discussions of the

structural relationship between tourism and Internet-based advertising.

This study focuses on determining how Internet-based advertising has influenced

travel agencies operating in the tourism industry.

Using structural equation modeling (SEM), it was found that while both consumer

contact and attention paid have a direct relationship to a consumer’s attitude of an

advertisement, they only indirectly affect the consumer’s response.

互聯網作為主要的市場行銷和通信工具在旅遊行業 ；旅遊和互聯網的廣告之間的結構關係的一些討論。

研究重點確定如何基於互聯網的廣告影響了旅行社在旅遊產業經營。

結構方程模型發現儘管消費者接觸和注意有直接的關係到消費者態度的廣告，他們只是間接影響消費者的反應。

Introduction

The rapid development of the Internet has had an enormous impact on traditional

media, and has revolutionized commercials. Many enterprises have adopted the

Internet in the marketing and sales of products and today the web is an important

advertising medium.

(1) in conditions of extreme competition, advertisements may become highly prevalent,

and customers would be barraged with advertising; would customers then begin to

ignore advertisements?

(2) What level of importance is placed on the content of Internet advertisements?

(3) What degree of consumer involvement with product affects the attitude toward

advertisements, and how does this affect the impact of advertisements?

(4) What is the intensity of cause and effect relationships in the online marketplace?

互聯網快速發展對傳統媒體，產生影響並徹底改變了商業廣告。互聯網是重要的廣告媒介。 (1)客戶就會開始忽視廣告嗎？ (2) 互聯網廣告的內容？ (3)產品的消費者參與的程度影響對廣告的態度，這將如何影響廣告的影響？ (4)市場中的因果關係？

Literature review and hypothesis

Contact and attention to Internet-based advertising

(H1) As the frequency of contact and attention paid to Internet advertising increases,

consumers’ attitude towards the advertisement becomes more positive.

(H2) Consumers react more positively and pay a greater attention when contacted to

a higher frequency.

H1。連絡人和互聯網廣告增加的關注頻率，作為廣告對消費者態度變得更積極。H2。消費者更積極的反應，並注意時聯繫以更高的頻率。 H3。消費者的能力與內容設計的關係廣告，廣告的影響也會增大增加了。 H4。越積極對消費者的態度廣告是廣告的影響就越大。

Internet advertising content design

(H3)As consumers’ability to relate to the content design of advertisements increases,

the impact of advertisements also increases.

Consumers attitude towards Internet advertising and advertisings’ effects

(H4)The more positive a consumer’s attitude toward an advertisement is, the greater

the effect of the advertisement.

Connection of product involvement degree

(H5) If consumers place greater importance on an advertisement’scontent design, the

consumers will have a higher degree of product involvement.

(H6)The higher the degree of ‘product involvement’, the more positive the consumer’s

attitude toward an advertisement.

(H7 )The higher the degree of a consumer’s ‘‘product involvement’’, the greater the

effects of an advertisement.

Internet advertisement effect measurement

(H5)如果消費者更重視廣告內容設計，消費者將會有較高的產品參與。 (H6)更多積極的一面，產品參與的程度越高，消費者對廣告的態度。 (H7)產品參與消費者的學歷，廣告的影響就越大。

Methodology Study framework

(1)what is the influence of consumers’ contact and attention and their attitude

toward Internet advertising, and how does this determine the advertisement’s

effect on the user?

(2) How does a user’s perception of an advertisement differ according to levels of

importance placed on the content of the advertisement?

(3) What is the relationship between a user’s attitude toward Internet

advertisement and the advertisement’s effect?

(4) How is product involvement determined by the importance placed by a user

on an advertisement’s content.

(5) How does a user’s product involvement influence both:

(a) the attitude toward Internet advertisement, and

(b) the advertisement’s effect?

(1) 消費者的接觸和注意對互聯網廣告的態度的影響，如何確定使用者對廣告的影響？(2) 根據為級別的重要性放上廣告的內容有不同？ (3) 什麼是互聯網廣告對使用者的態度與廣告的效果之間的關係？ (4) 如何是產品參與由一則廣告的內容上的使用者十分重視。 (5)如何影響兩者：(a) 對互聯網廣告和 (b) 廣告效果的態度嗎？

The cause and effect model for Internet-based advertisements is shown in Fig. 1.

Questionnaire design

The content of the questionnaire is divided into six sections:

(1) Internet-based advertisements’ contact and attention: including 3 questions items

using a five-point Likert scale;

(2) the level of importance placed on internet advertising content design: including 4

question items using a five-point Likert scale;

(3) product involvement degree: including 10 seven-point semantic differential question

items;

(4) Internet advertising attitude: including 7 question items of five-point Likert scale;

(5) internet advertising effects: including 4 dimensions with 11 items using a fivepoint

scale;

(6) personal background: including 6 items of nominal data, i.e. gender, age, education

level, monthly income, internet experiences, and daily Internet usage. The respective

dimensions and question items of the questionnaire are shown in Appendix A.

(1)基於互聯網的廣告聯繫和注意：3問題項，5點李克特量表 (2)重要性級別放上互聯網廣告內容設計：4問題項，5點李克特量表 (3)產品參與度：10問題項7點語義差異問題專案 (4)互聯網廣告的態度：7問題專案5點李克特量 (5)互聯網廣告效應：4尺寸與11項 (6)個人背景：包括6項，即性別、年齡、教育程度、月收入、互聯網的經驗和每日互聯網的使用。

Results and discussion Reliability and validity analysis

All other factors had reliability coefficients greater than 0.7—the overall Cronbach

a reliability value is 0.920. The coefficients of factor analysis for our other scales

were high, but the following items were dropped because of unacceptably low

communalities: ‘‘average time spent using the Internet per day (X1)’’, in the

dimension ‘‘Internet advertising contact and attention’’,and ‘‘Internet advertised

products are valuable to me (Y14)’’ in the dimension ‘‘Internet advertising attitude’’.

Consequently factor-loading coefficients were in excess of 0.7, and the cumulative

percent of variance for each factor dimension was greater than 50%, thereby

indicating convergent validity.

整體可靠性值是 0.920。其他尺度因數分析與係數較高，平均花費的時間使用互聯網每日互聯網廣告聯繫和注意，維度中與互聯網廣告產品是有價值Y14。因此因數裝載係數已超過0.7 和每個因素維度累積百分比是差異的大於 50%，表明收斂的有效性。

Conclusion

Although the level of importance placed on content design by consumers did not

produce a significant effect on advertisements’ effectiveness, the two intermediary

variables,‘product involvement degree’ and ‘Internet advertising attitude’ may reinforce

its effect on Internet-based advertisements. Thus these two dimensions act as important

antecedents determining Internet marketing effectiveness in the tourism industry.

The attitude toward Internet advertising produces relatively greater intermediate effects

between Internet advertising contact, attention and Internet advertising effectiveness.

The other intermediary variable, product involvement, produces greater intermediate

effects in (a) perceptions of content design and (b) the advertisement’s effect. Both

Internet advertising attitude and product involvementare significant mediators. The

more positive the attitude towards Internet-based advertising and the higher the product

involvement, the more effective the advertising.

The survey found that contact and attention determined Taiwanese travel agencies’

Internet-based advertisement’s effectiveness. A layered, positive relationship exists

amongst the variables ‘Internet advertising contact and attention’,‘Internet advertising

attitude’, and ‘Internet advertising effects’.

調查發現，接觸和注意已確定臺灣旅行社基於互聯網的廣告效果。分層的積極的關係存在變數互聯網廣告聯繫和注意，互聯網廣告態度及互聯網廣告效應之間。雖然消費者放在內容設計的重要性級別沒有產生重大的影響，對廣告的效果，兩個中介變數、產品參與度' 和互聯網廣告態度可能會加強對互聯網廣告的影響。因此，這兩個層面作為確定互聯網行銷在旅遊業中的有效性的重要前提。對互聯網廣告的態度產生互聯網廣告聯繫、 注意和互聯網廣告的效果之間的中間影響較大。其他的仲介變數，產品參與，生產中間影響更大，內容設計的看法 (a) 和 (b) 廣告效果。這兩個 聯網廣告態度和產品