近年來，影片分享網站快速興起，在線上影片分享網站上上傳自製的影片、觀看他人的影片與下載他人的影片等，已經成為年輕族群的重要娛樂活動之一，其中最為讓人熟知的就是Youtube網站，不只是在美國，中國大陸模仿Youtube的線上影音網站至少有一百五十家，基於影音廣告如雨後春筍般的出現，新的網路廣告形式－「線上影音廣告」便誕生了。
  目前較常見的線上影音廣告多是在網路使用者選擇收看之影片的前面播放，由於網路使用者大多是在未被告知的情況下被強迫觀看，所以線上影音廣告所引起的消費者煩躁性，可能會使消費者產生負面評價，此外，本研究基於Palanisamy and Wong(2003)所提出觀念中的線上消費者特性構面，試圖了解線上影音廣告所引起的消費者煩躁性，是否會因為線上消費者個人特性之不同而產生差異性。研究結果如下所示：
1、內部彈性高的消費者所感受到的煩躁性程度，會較內部彈性低的消費者所感受到的煩躁性程度來得低。
2、消費者對產品的期望程度高時，其所感受到的煩躁性程度，會較對產品的期望程度低時，所感受到的煩躁性程度來得低。
3、消費者對線上影音廣告的涉入性程度高時，其所感受到的煩躁性程度，會較涉入性程度低時，所感受到的煩躁性程度來得低。
4、消費者對線上影音廣告之認知的有用性程度高時，其所感受到的煩躁性程度會較認知的有用性程度低時，所感受到的煩躁性程度來得低。
5、線上影音廣告所引起的消費者煩躁性會使消費者對產品產生負面評價。
    為了避免線上影音廣告的播放卻造成消費者對產品評價減分的情況發生，本文建議企業先從了解線上消費者特性著手，再進行線上影音廣告的設計與線上影音網站的選擇，才能有效率地將產品訊息傳遞給消費者，並提升消費者對產品的正面評價。

During recent years, video sharing websites have become popular. That uploading, viewing and downloading video clips has become a kind of popular activity for young people. The most familiar website is called “Youtube”. Not only in United States but in China, lots of similar websites were emerged. In the same time, the new category of internet advertisement, called “online video Advertisements”, was born.

Most of the online video advertisements are played before the videos that online customers would like to view. Also, these customers are enforced to view the ads before being noticed. Thus, the irritation arose from the online video advertisements might make the customers have negative product evaluation. Besides, on the basis of the concept of Palanisamy and Wong (2003), the research tried to test that if personal characteristics influence the irritation arose from the online video advertisements. The research results are shown below.

1.A customer with high internal flexibility will perceive more irritation 
arose from the online video advertisements than that with low internal
flexibility.
2.A customer with high expectation will perceive more irritation arose from the online video advertisements than that with low expectation.
3.A customer with high involvement will perceive more irritation arose from the online video advertisements than that with low involvement.
4.A customer with high perceived usefulness will perceive more irritation arose from the online video advertisements than that with low perceived usefulness.
5.The irritation arose from the online video advertisements will cause side effects on the product evaluation.

To prevent from the decrease of products evaluation after broadcasting online video advertisements, the research suggests that businesses should understand the characteristics of online customers. Then, they could start to find the best way to design the online video advertisements and choose suitable video sharing websites to spread product information to customers. Finally, the positive product evaluation will be increased in the meanwhile.

目錄

表目錄III
圖目錄IV
第一章	緒論1
第一節	研究背景1
第二節	研究動機與目的4
第二章	文獻探討7
第一節	線上影音廣告7
第二節	線上消費者特性與煩躁性的關係15
第三節	煩躁性與產品評價的關係23
第四節	研究假設26
第三章	研究方法27
第一節	研究架構27
第二節	變數之操作型定義及衡量28
第三節	問卷設計與預試32
第四章	資料分析39
第一節	變數間的相關性39
第二節	線上消費者特性與消費者煩躁性之關係41
第三節	消費者煩躁性與消費者的產品評價之關係46
第四節	假設驗證結果47
第五章	結論與建議48
第一節	研究結論48
第二節	行銷上的建議51
第三節	研究限制54
第四節	後續研究建議55
參考文獻56
附錄一 前測問卷64
附錄二 正式問卷70

表目錄
表3-1 第一組影片分類32
表3-2 第二組影片分類33
表3-3 性別分佈36
表3-4 年齡分佈37
表3-5 網路瀏覽經驗分佈37
表3-6 每天使用網際網路的時間分佈37
表3-7 按照變數類別分類之有效樣本數38
表4-1 相關係數矩陣40
表4-2 內部彈性之描述性統計量41
表4-3 內部彈性在煩躁性之單因子變異數分析摘要表42
表4-4 消費者期望之描述性統計量42
表4-5 消費者期望在煩躁性之單因子變異數分析摘要表43
表4-6 消費者涉入性之描述性統計量43
表4-7 消費者涉入性在煩躁性之單因子變異數分析摘要表44
表4-8 認知的有用性之描述性統計量44
表4-9 認知的有用性在煩躁性之單因子變異數分析摘要表45
表4-10消費者煩躁性對消費者的負面產品評價影響之迴歸係數46
表4-11研究假設與研究結果彙整表47

圖目錄
圖2-1預播型式12
圖2-2 網頁內型式12
圖2-3消費者特性對橫幅式廣告的效果16
圖2-4廣告方式與煩躁感的關係24
圖3-1 研究架構27
圖3-2 影片播放視窗34

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