由周邊路徑效果探討特定網路廣告態度形成：人機互動、情緒及一般網路廣告態度

Although internet advertising recently has become one of the important research topics, relatively few existing studies examine attitude toward the web-ad (Aad) formation from an aspect of peripheral-route effects. To fill in this research gap, based on the findings of flow theory, human-computer interaction, internet navigation behavior and advertising attitude formation, this research proposed an integrated framework of attitude toward the web ad formation in the peripheral-route effects. This research empirically examined the relationships among consequences of human-computer interaction, attitude toward advertising in general, mood, attitude toward the web ad, brand attitude and purchase intention. Through a lab experiment, the research framework was empirically supported. The research findings indicated: (1) consequences of human-computer interaction and attitude toward advertising in general had positive impacts on online user's mood; (2) online user's mood had positive influences on attitude toward the web ad; (3) online user's attitude toward the web ad had positive impacts on attitude toward the brand, which resulted in higher purchase intention. In addition, this research discussed its managerial implications and suggested several future research directions.