WWW 广告之互动品质量表.pdfVIP

WWW 廣告之互動品質量表 23 WWW 廣告之互動品質量表 The Quality of Interactivity to WWW Advertising 耿慶瑞* Ching-Jui Keng （Received Mar. 15, 2002 ；First Revised Mar. 4, 2004 ；Accepted Apr. 1, 2004 ） 摘 要：本文從消費者的觀點，發展消費者認知互動程度之WWW 廣告互動品質量表。首先利用 焦點群體確認互動品質概念及衡量方式為消費者對WWW 廣告之認知互動程度減去期望 的互動程度﹔接著由互動性相關文獻及焦點群體確認衡量互動程度的構面及項目。經過 兩次資料的項目及因素分析得到最後的衡量項目，共有回應與臨場感、控制與對話、個 人化、平等性四個構面。整個量表具有好的信度及效度。 關鍵詞：互動品質、WWW 廣告、互動性 Abstract: This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the focus group interview from consumers to propose the conceptual model. We found there exists quality concept when the consumers interact with www advertising. The quality of interactivity can obtain from the perceptual interactivity and expected interactivity. Then we developed the dimensions and their items of interactive quality from interactivity concept and focus groups. After two-stage data collection and factor analysis, we obtained the final dimensions of the quality of interactivity including responsiveness and presence, control and dialog, personalization, equity that have high reliability and validity. Key words: Quality of Interactivity, WWW Advertising, Interactivity * 國立台北科技大學商業自動化與管理研究所暨經營管理系助理教授 Assistant Professor, Institute of Commerce Automation and Management, National Taipei University of Technology 臺大管理論叢DEC 2004 24 第十五卷第一期p23-p48 壹、緒論 WWW 的廣告和傳統媒體的廣告最主要差異就是互動性（interactivity ）（Hoffman and Novak,1