現今網路與人們已經密不可分，有研究指出人們一天有四分之一的時間都花在網路上。而資料科學的成熟，使得個性化廣告深受廣告業者喜愛，因為個性化廣告能根據消費者的個人資料和購物偏好來設計量身定制的廣告內容，讓消費者能準確、有效地獲得感興趣的產品信息，增加他們點擊廣告的動機以及購買意願。消費者因為個性化廣告而快速地滿足自身的需求，因此可知，消費者能從個性化廣告中獲得價值。過去研究中得出個性化廣告能帶給消費者許多價值，但從未有研究探討何種廣告價值消費者最為重視。故本研究欲探討個性化廣告認知價值因素，將廣告價值排出優先順序，以利廣告業者了解消費者的需求。
本研究為探討個性化廣告認知價值因素，透過文獻探討，歸納出「功利價值」和「享樂價值」等兩個主構面，「廣告感知信息性」、「廣告感知可信度」、「廣告感知創造力」以及「廣告感知娛樂」等四個子構面，以及「廣告提供即時的信息」、「廣告是良好的信息來源」、「廣告的準確性」、「廣告的信息品質」、「廣告為原創性、新穎性」、「廣告與你有相關性」、「廣告能讓你遠離現實」、「廣告讓你感到愉快」、「廣告有美感」以及「廣告讓你能釋放情感」等十項評估指標。本研究對象為十位消費者與十位廣告業者，消費者是以校園的學生為問卷調查對象，而廣告業者是以年資超過五年的網路行銷相關的工作者為問卷調查對象，再運用模糊層級分析法（FAHP），計算出各項評估構面及指標的權重值並加以排序。
研究結果顯示，在主構面方面，業者與消費者的問卷結果中，「功利價值」所得到的權重值皆為最大；在子構面方面，業者與消費者的問卷結果中，「廣告感知可信度」所得到的權重值皆為最大；在評估指標方面，業者的前六項評估指標皆為「廣告感知信息性」、「廣告感知可信度」以及「廣告感知創造力」等三個子構面，但消費者的前五項評估指標分別為各個子構面中的一個評估指標，由此可以看出業者與消費者在廣告認知價值上的差異。

Nowadays, the Internet is inseparable from people’s life. Some studies indicate that people spend a quarter of the day on the Internet. With well-developed data science, personalized advertisements become advertisers’ favorite advertisement type. Personalized ads are tailor-made advertising contents based on consumers' personal information and shopping preferences, so consumers can correctly and effectively obtain interested product information, increase their motivation to click on ads and purchase intentions. Consumers quickly meet their needs because of personalized ads, so it can be seen that consumers can get advertising value from them.

Previous studies have concluded that personalized ads can bring plenty of advertising value to consumers, but there has never been any research on which advertising value consumers gain profit most. Therefore, the purpose of the study is to investigate the cognitive value factors of personalized advertising and prioritize the value of advertising so that advertising companies can understand the needs of consumers.

The purpose of the study is to investigate the cognitive value factors of personalized advertising. Through a literature review, two evaluation dimensions, three evaluation sub-dimensions, and ten evaluation indicators were summarized in the study. The two dimensions comprised utilitarian values and hedonic values. The three sub-dimensions comprised perceived informativeness, perceived credibility, perceived creativity, and perceived entertainment. The ten evaluation indicators consisted of ad provides real-time information, ad is a good source of information, advertisement accuracy, advertisement message quality, advertisement is unique, novel, and really out of ordinary, advertisement is relevant to you, ad can keep you away from reality, ad makes you feel happy, ad makes you feel esthetic enjoyment, and ad makes you release emotion.

A questionnaire survey was administered to ten consumers and ten advertisers. Consumers are surveyed by students on campus, and advertisers are surveyed by experts engaged in network marketing related work for more than five years. The weight values of each evaluation dimension and indicator were subsequently calculated using the FAHP（Fuzzy Analytic Hierarchy Process）. The dimensions, sub-dimensions, and indicators were then ranked in accordance with their weight values.

The results show that in two evaluation dimensions, “utilitarian values” obtained the greatest weight value for both consumers and advertisers. And in three evaluation sub-dimensions, “perceived credibility” obtained the greatest weight value for both consumers and advertisers. Moreover, among all evaluation indicators, in terms of advertisers, the top six evaluation indicators are all included in three sub-dimensions, which are “perceived informativeness”, “perceived credibility”, and “perceived creativity”. However, the top five evaluation indicators of consumers are respectively corresponding to one of the sub-dimensions. It can be seen from the results that the difference between advertisers and consumers in cognition advertising value.

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