大多數創新產品的廣告效果研究，探討訊息策略以及其影響因素，但鮮少以消費者觀點考量創新產品接受度、廣告信賴度與創新產品創新評價等認知，對於購買意圖的影響。本研究將透過實驗法，測試在不同的創新機車坐墊廣告訴求下，消費者對上述因素的認知，會如何影響購買意圖。在給予實驗用廣告訊息後，透過問卷方式收集197位民眾消費者的反應資料。經多元迴歸分析、T檢定結果發現，以價值效益為訴求的廣告，相對於創新技術訴求的廣告，較能提升創新產品購買意圖，在不同的廣告訴求下，廣告信賴度、創新產品創新評價，皆有助於提升購買意圖。本研究結果將提供創新產品行銷決策者制定適切的廣告訊息策略與作法，以提升對創新產品的購買意願。

The literature of advertising effectiveness of innovative products identifies effective advertising appeals and many factors as those which influence its effectiveness. However, prior research is largely silent on the specific advertising appeal and its effectiveness across different levels of consumer innovativeness, advertising believability and consumer’s evaluation of an innovative product from consumers’ perspectives. This study aims to investigate the impact of different advertising appeals and levels of consumer’s innovativeness, advertising believability and evaluation on the purchase intention of an innovatively designed motorcycle seat cushion. We conduct an experiment to test our hypotheses. The participants (n=197) from a university in central Taiwan were invited to participate in this experiment. The results of multiple regression analysis and t-test reveal that benefit/interest appeal is more effective than the innovative technology appeal on facilitating purchase decisions, and both advertising believability and the consumer’s evaluation are positively related to the purchase decision of the focal product. This study adds to the existing knowledge for promoting the innovative products, especially the innovatively designed motorcycle seat cushion. We also provides novel insights into the planning of the advertising strategy and the approach of improving the purchase intention of the innovative products.

中文摘要…………………………………………………………………….. Ⅰ
英文摘要…………………………………………………………………….. Ⅱ
致謝………………………………………………………………………….. Ⅲ
目錄………………………………………………………………………….. Ⅳ
表目錄……………………………………………………………………….. Ⅴ
圖目錄……………………………………………………………………….. Ⅵ
第一章 緒論………………………………………………………………… 1
第一節 研究背景與動機…………………………………………… 1
第二節 研究目的…………………………………………………… 2
第三節 研究流程…………………………………………………… 2
第二章 文獻探討…………………………………………………………… 3
第一節 創新與創新產品…………………………………………… 3
第二節 消費者對創新產品的接受程度…………………………… 5
第三節 產品廣告資訊信賴度……………………………………… 7
第四節 消費者對於創新產品的創新評價………………………… 8
第三章 研究設計…………………………………………………………… 8
第一節 研究架構…………………………………………………… 8
第二節 實驗材料與變項定義……………………………………… 9
第三節 資料收集方法…………………………………………….. 10
第四章 資料分析………………………………………………………….. 11
第五章 研究結論與建議………………………………………………….. 14
參考文獻…………………………………………………………………… 16
一、中文部份…………………………………………………………… 16
二、英文部份…………………………………………………………… 17
表目錄
表1研究變項定義………………………………………............................... 9
表2研究樣本分布………………………………………………………….. 10
表3研究變項因素分析結果……………………………………………….. 10
表4獨立T檢定分析結果………………………………………………….. 11
表5不同廣告訴求下迴歸分析結果……………………………………….. 12
圖目錄
圖1 研究流程………………………………………………………………. 3
圖2 研究觀念架構…………………………………………………………. 8

一、中文部分
1.吳文貴、張雅雲、蔣淑英(2013)。創新產品廣告訴求溝通效果之研究：創新接受矛盾的影響角色。中華創新管理學會學術暨實務研討會論文集，朝陽科技大學。
2.張銘志(2008)。以創新擴散理論分析 RFID 系統的導入－以鋼鐵廠為例。碩士論文，國立中山大學企業管理研究所，高雄。
3.鄭舒文(2009)。行動上網裝置未來發展之研究。碩士論文，輔仁大學經營管理研究所，台北。
4.郭修暐(2008)。新產品市場需求動態之研究。碩士論文，逢甲大學工業工程與系統管理研究所，台中。
5.陳京琳(2008)。影響消費者採用電子雜誌因素之研究。碩士論文，世新大學圖文傳播暨數位出版研究所，台北。
6.林俊宏(2002)。消費者特性、新產品屬性及環境變數對創新購買意願之影響。碩士論文，國立成功大學企業管理研究所，台南。
7.王炤皓(2002)。消費者特徵、購買動機、訊息來源與產品功能對消費者購買行為之研究－以手機為例。碩士論文，中國文化大學國際企業管理研究所，台北。
8.李佳凌(2004)。消費者特性、消費者創新性與新產品採用關係之實證研究。碩士論文，國立臺北大學企業管理研究所，台北。
9.徐美瑜(2006)。影響消費者創新產品採用之因素研究－以iPod 音樂隨身聽為例。碩士論文，朝陽科技大學企業管理研究所，台中。
10.吳雅琪(2006)。影響創新產品採用因素之研究－以隨身碟為例。碩士論文，朝陽科技大學企業管理研究所，台中。
11.林君儒(2007)。網路行銷創新採用因素之研究－以生鮮蔬果為例。碩士論文，亞洲大學經營管理研究所，台中。
12.柯柏佐(2007)。來源國形象、產品創新、品牌聲譽、品牌權益與顧客終身價值間關係之研究－以國際知名 行動通訊產品為例。碩士論文，大葉大學國際企業管理學系碩士班，彰化。
13.曾淑萍(2009)。產品創新對顧客價值、購買意願的影響－以低價迷你筆記型電腦為研究對象。碩士論文，國立高雄應用科技大學國際企業研究所，高雄。
14.丁念茹(2009)。預算控制與管理會計系統對產品創新績效之影響。碩士論文，國立彰化師範大學會計學系，彰化。
15.蔡宇汝(2008)。市場導向、市場知識和顧客知識管理對產品創新績效的影響。碩士論文，龍華科技大學商學與管理研究所，桃園。
16..張蓓琪、沈秀玲(2010)。消費者採用創新產品之影響因素分析－以電子書閱讀器為例。國立高雄海洋科技大學學報。24，191－220。
17.陳家彌(1997)。接受創新程度的理論與運用。教學科技與媒體。31，36－48。
18.黃聖茹、陳語婷(2011)。手機產品創新、來源國效果、品牌權益與 購買意願關聯性之研究。臺灣銀行季刊。62(4)，169－188。
19.謝效昭、喻曦(2013)。創新產品屬性對品牌評價與購買意願的影響－以智慧型手機為例。東吳經濟商學學報。83，79－98
20.小島敏彥，（2002）。新產品開發管理：企業革新的生存之道（蔣永明 譯）。台北：中衛發展中心。
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