過去有關網路廣告效果的研究大都以點選或瀏覽廣告的人數為主，鮮少有以消費者接觸到橫幅廣告後，對於連結的品牌內容網頁態度與購買意願影響的研究。基於此研究缺口，本研究從認知心理學的選擇性注意和導引效果、廣告呈現的視覺動線效果之相關研究來探討如何在入口網站中達到最大的廣告印象，進而對點選的品牌網頁形成較佳的品牌溝通效果。模擬 Yahoo!奇摩入口網站，使用 2×2×2組間實驗設計及網路問卷收集二百七十七位受測者的資料。研究結果顯示動態橫幅廣告、網頁前三分之一位置及低競爭廣告下會有較高的橫幅廣告印象；廣告版面位置與橫幅廣告類型、競爭廣告的數量對廣告印象具有交互作用。透過入口網站的廣告會較未透過入口網站的廣告具較佳的品牌溝通效果。

Most of previous studies focus on click-through rate or browsing number as the basis of web-advertising effect. However, these studies only obtain traffic number, cannot understand consumers’ brand attitude and purchase intention of the brand after seeing banners. Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner ads in the portal sites affect brand communication after consumers enter the web. This study uses Yahoo! portal website as a medium and adopt a 2×2×2 between subjects design, using online SSI Web questionnaire with 277 respondents. The results indicated: (1)The dynamic banner, top one-third placement and low-competitive ads have better ads impression than the static, middle placement and high-competitive ads. (2)“Ads placement” has interaction effect with “type of banner ads” and “competitive ads” on ads impression. (3)Ads through portal site have better brand communication effect than those through non-web portal.