過去對於關鍵字廣告的探討大多針對消費者記憶效果及品牌認知的研究，惟有關網路使用者對於廣告文案所呈現的訊息，其對於訊息訴求及訊息對立性的認知程度之不同，會有不同決策時間及不同抉擇結果的研究卻較少討論。本文探討關鍵字廣告標題與內文之訊息訴求與訊息對立性，對網路使用者的注意力、廣告點閱行為的影響。透過實驗網頁內容的設計，以便利抽樣網路受測方式蒐集312份有效樣本，發現理性訴求與感性訴求的廣告訊息對消費者的網頁停滯時間與注意力有不同影響；理性正面的內文廣告效果大於感性內文；在網頁停滯時間上，標題與內文的關鍵字廣告之交互效果顯著；不同產品的關鍵字廣告文案類型，會產生不同的廣告成效。

Previous most researches of adcopy were focused on the consumer memory and
the brand cognition's. But few discussions dealt with the Internet users' decision-making processes which were affected by advertising copy, message appeal and contrast messages. This study examined the effects of advertising copy, message appeal and contrast messages of multi-attribute decision making about internet users' attentions and networks clicking behaviors. By the experiment design and convenient sampling method, we collected 312 effective samples and found that the rational and perceptual advertising massage appeals had significant effects on consumer's web stagnation times and the attentions. The advertise effects of rational positive subject titles were more than the perceptual ones. The interaction between the title and the subject title had significant effect on the web stagnation times. The adcopys of different products resulted in different advertising effects.