近年來許多奠基於網際網路所展出來的媒體迅速成長著，而新興的數位媒體也開始受到許多廣告主的關注，其中，電子雜誌作為一個新興的廣告媒介在近年來逐漸嶄露頭角。根據調查電子雜誌在台灣，2006年的電子雜誌銷售金額高達新台幣900多萬元。
年輕世代的閱讀習慣從小就習慣於電子媒體的資訊傳播方式。平面媒體廣告都以圖文靜態形式表現，一般網路廣告則受廣告版面和顯示速度等因素制約，相較之下，電子雜誌可以借助多媒體技術，以視訊、音樂、動畫、圖片與文字等多種元素組合的報導式廣告來吸引消費者的注意力。另外，國內外有許多的業者利用報導式廣告作為傳遞訊息或是與消費者溝通的媒介，以達到刺激銷售量、宣傳活動等目的。由於目前在報導式廣告的研究中，多著重於衡量消費者對平面媒體報導式廣告訊息的涉入程度或是報導式廣告的有效性或欺騙效果（Deceptive Effectiveness）上，鮮少研究是針對運用電子雜誌來表現報導式廣告的廣告效果做完整與詳細的探討；若廠商了解此訊息，即可將行銷成本做有效地運用。因此，本研究擬探討目前報導式廣告透過電子雜誌刊載所產生的廣告效果。
本研究以報導式廣告的呈現媒體為研究的對象，並配合實驗室法及電子雜誌瀏覽情境的設計，研究結果發現：
1.報導式廣告「不同的媒體呈現方式」對「廣告記憶」有顯著的影響。
2.報導式廣告「不同的媒體呈現方式」，與不同的「產品涉入程度」之交互作用，對「廣告總效果」有顯著的影響。
3.報導式廣告「不同的媒體呈現方式」，與不同的「產品涉入程度」之交互作用，對「廣告態度」有顯著的影響。
4.報導式廣告「不同的媒體呈現方式」，與不同的「產品涉入程度」之交互作用，對「點選意願」有顯著的影響。

Abstract
The internet media has been growing at rate much faster than the traditional media in recent year. Contrast to traditional media, the electronic magazine can not only integrate various multimedia but also interact with users. These characteristics attract much attention of the practitioners; yet, very little research has been conducted relative to the effect of electronic magazine on advertising effect.
Here comes the result of study as follows:
1. During the type of advertorial on different media, there is difference between electronic magazine and website on memory of the advertisement.
2. To think about product involvement, there are differences on attitude toward the advertisement, click intention and advertising effect.
Finally, we verify these hypotheses by experimental design to develop the conclusion and practical suggestion.

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