Chen Jengchung Victor, Ross William H, Yen David C, Akhapon Lerdsuwankij
Institute of International Management, National Cheng Kung University, Tainan City, Taiwan.
Cyberpsychol Behav. 2009 Feb;12(1):71-3. doi: 10.1089/cpb.2008.0199.
In this study, three characteristics of Web sites were varied: types of banner ad, Web localization, and involvement in purchasing a product. The dependent variable was attitude toward the site. In laboratory experiments conducted in Thailand and Taiwan, participants browsed versions of a Web site containing different types of banner ads and products. As a within-participants factor, each participant browsed both a standardized English-language Web site and a localized Web site. Results showed that animated (rather than static) banner ads, localized versions (rather than a standardized version) of Web sites, and high (rather than low) product involvement led to favorable attitudes toward the site.
在本研究中，网站的三个特征有所不同：横幅广告类型、网站本地化以及购买产品的参与度。因变量是对该网站的态度。在泰国和台湾进行的实验室实验中，参与者浏览了包含不同类型横幅广告和产品的网站版本。作为参与者内部因素，每位参与者都浏览了标准化的英文网站和本地化网站。结果表明，动画（而非静态）横幅广告、网站的本地化版本（而非标准化版本）以及高（而非低）产品参与度会使人们对该网站产生好感。
