隨著科技的進步與發展，促使人們的生活與消費習慣改變，網路消費購買的需求大增，電子商務平台的快速成長，各種琳瑯滿目的橫幅式廣告相應而生的現況下，使用者瀏覽是非常快速的。因此探討橫幅式廣告設計元素在使用者心中的重視程度，將重視度越高的元素盡量納入橫幅式廣告，並且盡可能地給予最吸引人的版位位置，以吸引使用者的注意力，進而影響使用者的購買的意願。
本研究目的有四項：(1)探討歸納電子商務平台的橫幅式廣告中吸引使用者之重要元素。(2)使用者對橫幅式廣告元素之重視度。(3)分析不同族群變項之間的影響差異，包括：性別、年齡和涉入度。(4) 分析不同商品屬性變項之間的影響差異，包括：「效用導向(例如：數位相機、耳機)」、「流行導向(例如：服飾、飾品)」、「知性導向(例如：單車、香水)」、「休閒導向(例如:玩偶、玩具)」四種。
首先透過專家訪談了解橫幅式廣告之元素與電子商務平台使用涉入度高低之界定，再運用便利抽樣問卷調查方法，總計回收540份有效問卷。研究結果發現：(1)橫幅式廣告之元素有十個包含:廣告標題、品牌、折扣優待(降價)訊息、附贈贈品訊息、廣告插圖、情境式商品圖、無情境商品圖、代言人、活動日期和活動備註。(2)重視度排名為：第一名為折扣優待(降價)訊息是使用者重視度最高的元素，第二名為情境式商品圖，第三名為活動日期，最不重視的元素為廣告插圖。(3)性別、年齡與涉入度為變項的不同族群間對部分廣告元素的重視度影響有顯著差異，分析結果顯示女性、青年(20歲以下與21~30歲)、高涉入度的受測者對幅式廣告元素之重視度顯著大於其他族群。(4)商品屬性為變項的不同族群間對部分廣告元素的重視度影響有顯著差異。

With the progress and development of science and technology, people's living and consumption habits have changed, i.e., the demand for online consumption and purchase has increased greatly, the rapid growth of e-commerce platforms, and various banner advertisements have been generated accordingly. Therefore, it is necessary to address the importance of banner advertising design elements in the minds of users, incorporate elements with higher priority into banner advertisements, provide the most attractive positions as much as possible to attract users' attention, and enhance users' willingness to make a purchase.

The purposes of this research study are: (1) Explore and summarize the important elements of the banner advertisements of e-commerce platforms to help attract users. (2) Investigate the user's attention to the banner advertising elements. (3) Analyze the differences among different user variables, including gender, age, and degee of involvement. (4) Analyze the differences among different commodity attributes, including "utility-oriented (e.g., digital cameras, headphones)", "fashion-oriented (e.g., clothing, accessories)", "intellectual-oriented (e.g., bicycles, perfume)", "leisure-oriented (e.g., dolls, toys)".

The research process was conducted through interviews with experts to help understand the design elements of banner advertisements and the definition of the degree of involvement in the use of e-commerce platforms. After that, the convenience sampling method was adopted to help collect a total of 540 valid questionnaire data. The results of the study revealed that: (1) There are ten elements of banner advertisements, including advertising title, brand, discount (price reduction) message, free gift message, advertising illustration, situational product image, non-situational product image, spokesperson, activities date, and event notes. (2) The ranking of importance is as follows: the first is the discount preferential treatment (price reduction) message which is the element mostly valued by users, the second is the situational product map, the third is the event date, and the least important element is the advertisement illustration. (3) There are significant differences in the importance of some advertising elements among different user groups whose gender, age, and involvement. The participants of females, ages less than 20 years old or between21-30 years old, and those of high involvements pay significantly more attention to banner advertising elements than other user groups. (4) There are significant differences in the importance of some advertising elements among different user groups because product attribute differences.

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