隨著科技進步，網路持續的進步，國民生活水準不斷提升，E世代的來臨已是不可逆的趨勢，然而消費者接受資訊媒體也從傳統的紙本廣告轉型成現代的網路媒體，電子DM、影片穿插式廣告等新型宣傳手法也相繼而生，然而現今消費者的購買意願也因為新型網路廣告而出現變化。本研究以網路問卷調查的方式收集受測者對於「廣告的呈現方式」、「產品屬性」兩種因素是否影響自身對於產品的購買意願進而探討網路廣告對於消費者購買意願的影響之研究。研究結果如下：(1)廣告呈現方式對消費者購買意願有相關。(2)產品屬性對消費者購買意願有相關。

With the progress of science and technology, the continuous progress of the network and the improvement of national living standards, the arrival of E-Generation has been an irreversible trend. Consumers become get used to accepting information media from the traditional paper advertising into modern network media and Electronic DM. Film interspersed advertising and other new publicity techniques also influence consumers' willingness because of the new network advertising. This study collected the participants' data on whether the factors of "advertising presentation" and "product attribute" influences their willingness to buy by means of an online questionnaire to explore the impact of online advertising on consumers' willingness to buy. The research results show that the way advertising presentation is relevant to consumers' willingness to buy. Product attributes are relevant to consumers' willingness to buy.