臺灣博碩士論文加值系統

廣告是一種資訊傳達的商業模式，因此無時不見、無所不在，在使用者眾多的社群網路平台更是不例外，所以也造就了一種新的社群特性之商業模式。本研究之研究目的為探討在社群網頁上，公益相關廣告應該以怎樣的訴求型態呈現，較能引起消費者注意，引起消費者共鳴，進而願意按讚或分享，將訊息傳播給更多人；或作出捐贈、領養等善舉。本研究以狗狗相關的公益廣告為研究素材，同時將廣告分為三種訴求型態：理性訴求、情感性訴求與恐懼性訴求，並以涉入程度量表來界定受測者對狗狗、公益相關之不同涉入程度，再分別探究廣告訴求與涉入的不同對廣告效果及相關生理訊號有何影響。本研究結合多重測量方式，以廣告態度、購買意願及廣告回憶量表問卷，搭配生理訊號(眼動追蹤、腦波注意力以及消費者情緒)來相互驗證結果。研究結果發現：(1)情感性訴求有較佳的廣告態度與購買意願，而廣告回憶則為理性訴求廣告較佳；對狗狗有高涉入的族群有較佳的廣告態度與購買意願，低涉入族群有較佳的廣告回憶；對公益有高涉入的族群，亦有較佳的廣告態度與購買意願，低涉入族群有較佳的廣告回憶；女性有較佳的廣告態度與廣告回憶。(2)理性訴求有較佳的正面情緒及注意力；對狗狗低涉入的族群有較佳的正面情緒，高涉入族群有較高的注意力；對公益低涉入的族群有較佳的正面情緒及腦波注意力；男性有較佳的正面情緒及腦波注意力。(3)廣告態度、購買意願、腦波注意力、掃視路徑、凝視點數量與掃視頻率彼此存在相關性。過往少有研究將廣告訴求型態、涉入程度、情緒、廣告注意力及廣告效果等因素作一併討論；亦無發現針對狗狗相關之公益廣告在社群網路上的推薦機制及傳播的廣告效果為何作探討研究。因此本研究提供了一個嶄新的研究方向與結果，也讓社群網路上的公益相關粉絲頁與社團的管理者有個參考依據，期許有更好的廣告效果，造福社會大眾。

Because advertising is a business model to convey information, it can be seen everywhere. The social networking platform having many users is no exception, so it has created a new community feature of the business model. The purpose of the study was to investigate the public advertisement should use what the advertising appeal which can arouse consumer’s attention and be willing to click “Like” or ”Share” button, or to make a donation, adoption charity on Social Networks. The study’s materials are a dog-related public advertisements that were divided into three appeals types: rational appeal, emotional appeal and fear appeal. Subject's involvement of dog and public is used Involvement Scale to evaluate. We explored different types of advertising appeals and involvements how impact on advertising effectiveness and related physiological signals respectively. The study combines multiple measurement approaches, using advertising attitude, purchase intention and advertising recall questionnaire scale, with physiological signals (eye tracking, EEG attention and emotional) to mutually verify the results. The results showed that: (1) Emotional advertisement has better advertising attitude and purchase intention, and rational appeal has better advertising recall. The group of consumer having high involvement of dog has better advertisement attitude and purchase intention; the group of consumer having low involvement of dog has better advertisement recall. The group of consumer having high involvement of public welfare has better advertisement attitude and purchase intention; the group of consumer having low involvement of public welfare has better advertisement recall. Women have better advertisement attitude and advertising recall. (2) Rational advertisement has better positive emotions and attention. The group of consumer having low involvement of dog has better positive emotions, and the high involvement group has better attention. The group of consumer having low involvement of public welfare has better positive emotions and brainwave attention. Males have better positive emotions and brainwave attention. (3) Advertising attitude, purchase intention, brainwave attention, sum of saccade paths, number of fixations and frequency of saccade path correlated with each other. Few past studies put the factors that advertising appeals patterns, involvement, emotions, attention and advertising effectiveness together to discuss. In addition, also fewer studies have examined the dog-related public advertisement's recommendation mechanism and advertising effectiveness on social network. Therefore, the study not only provides a new research direction and findings, but also gives managers of Welfare-related fan pages and societies a reference. Expect create a better advertising effectiveness making the benefit of the community.

目錄

誌謝 ……………………………………………………………………………………………………………….….I
摘要 ………………………………………………………………………………………………………………….II
Abstract …………………………………………………………………………………………………………………IV
目錄 …………………………………………………………………………………………………………………VI
表目錄 ……………………………………………………………………………………………………………....VIII
圖目錄 ………………………………………………………………………………………………………………...X
壹、 緒論 1
一、 研究背景與動機 1
二、 研究問題與目的 4
貳、 文獻探討 6
一、 廣告訴求型態 6
二、 思考可能性模式(Elaboration Likelihood Model, ELM) 10
三、 消費者涉入程度與廣告效果 11
四、 情緒與廣告效果 15
五、 注意力與廣告效果 17
參、 研究設計與方法 21
一、 研究架構 21
二、 研究假說 21
三、 研究變數操作型定義 26
四、 問卷設計 28
五、 實驗對象 31
六、 研究流程 31
(一) 實驗環境與設備 32
(二) 實驗材料收集 35
(三) 實驗素材前測 38
(四) 正式實驗流程 39
(五) 統計檢定 40
肆、 資料分析與研究結果 42
一、 樣本基本資料分析 42
二、 廣告訴求型態之相關檢定分析 43
三、 對狗狗涉入程度之相關檢定分析 48
四、 對公益相關涉入程度之相關檢定分析 52
五、 性別之相關檢定分析 56
六、 熱區圖分析 60
七、 掃視路徑序列分析 68
八、 假說驗證結果彙整 74
九、 廣告效果與情緒、注意力各變數之相關分析 76
十、 討論 78
伍、 結論與建議 86
一、 研究結果 86
二、 研究貢獻 88
三、 研究限制 89
四、 對後續研究者之建議 90
參考文獻 91
附錄一、前測施測問卷模式範例 98
附錄二、實驗施測廣告_理性訴求 99
附錄三、實驗施測廣告_情感性訴求 100
附錄四、實驗施測廣告_恐懼性訴求 101
附錄五、基本資料與涉入程度問卷 102
附錄六、廣告態度與購買意願量表 104
附錄七、廣告回憶量表 105

Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381. doi: 10.1086/208524
Bakeman, R. (1986). Observing interaction : an introduction to sequential analysis. . Cambridge University Press.: Cambridge.
Belch, G. E., & Belch, M. A. (1998). Advertising and Promotion: An Integrated Marketing, Communication Perspective, 4th ed. US: McGraw-Hill.
Bowen, L., & Chaffee, S. H. (1974). Product Involvement and Pertinent Advertising Appeals. Journalism Quarterly, 51, 613-691.
Bridge, H. P., & Penrose, H. (1950). Practical Advertising: A Comprehensive Guide to the Planning and Preparation of Morden Advertising in All of Its Phase. New York: Rinehart.
Chen, C.-M., & Sun, Y.-C. (2012). Assessing the effects of different multimedia materials on emotions and learning performance for visual and verbal style learners. Computers & Education, 59(4), 1273-1285.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dodge, R. (1990). Visual perceptions during eye movement. Psychological Review, 7, 454-465.
Engel, J. F., Kollat, D., & Blackwell, R. D. (1982). Consumer behavior, 4th ed. Taipei: Hwa-Tai Co.
Éthier, J., Hadaya, P., Talbot, J., & Cadieux, J. (2008). Interface design and emotions experienced on B2C Web sites: Empirical testing of a research model. Computers in Human Behavior, 24(6), 2771-2791.
Frazier, M. (2006). How can your package standout, eye tracking looks hard for answers. Advertising Age, 77(42), 14.
Geuens, M., Pelsmacker, P. D., & Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64, 418-426.
Greiner, M. E., & Wang, H. (2010). Building Consumer-to-Consumer Trust in E-Finance Marketplaces: An Empirical Analysis. International Journal of Electronic Commerce, 15(2), 105-136.
Ha, L. (1996). Observations: Advertising clutter in consumer magazines: Dimensions and effects. Journal of Advertising Research, 76-84.
Haber, R. N. (1970). How we remember what we see. Scientific American, 222, 104-112.
Henderson, J. M., & Hollingworth, A. (1999). High-level scene perception. Annual Review of Psychology, 50, 243-271.
Hosaka, Naoya, Koyama, Akira, Tanaka, Junya, . . . Kazushige. (2006). The EEG measurement technique under exercising. Paper presented at the Proceedings of the 28th IEEE EMBS Annual International Conference, New York.
Hotchkiss and Burdon, G. (1949). Adverting Copy, 3rd ed. New York: Harper.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Willy and Sons.
Hsieh, Y.-C., & Chen, K.-H. (2011). How different information types affect viewer’s attention on internet advertising. Computers in Human Behavior, 27(2), 935-945.
Hsu, Y.-L. (2012). Facebook as international eMarketing strategy of Taiwan hotels. International Journal of Hospitality Management, 31(3), 972-980.
Huang, Y. F., & Kuo, F. Y. (2012). How impulsivity affects consumer decision-making in e-commerce. Electronic Commerce Research and Applications.
Hyman, M., & Tansey, R. (1990). The ethics of psychoactive ads. Journal of Business Ethics, 9(2), 105-114.
Isen, A. M. (2000). Positive affect and decision making. In M. Lewis & J. Haviland (Eds.). New York: The Guilford Press.
Just, M. A., & Carpenter, P. A. (1980). A theory of reading: From eye fixation to comprehension. Psychological Review, 87, 329-354.
Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer Neuroscience: Assessing the Brain Response to Marketing Stimuli Using Electroencephalogram (EEG) and Eye Tracking. Expert Systems with Applications.
Koo, D.-M., & Ju, S.-H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388.
Kotler, P. (1991). Marketing Management: Analysis, Planning and Control, 7th ed. NewJersey: Prentice-Hall Inc.
Kotler, P. (1999). Marketing Management: Analysis, Planning and Control, 9th ed.
Kotler, P. (2000). Marketing Management (millennium ed.). New Jersey: Prentice Hall.
Kotler, P., Bowen, J., & Markens, J. (1999). Marketing for Hospitality and Tourism, 2nd”. UAS: Prentice Hall.
Krugman, H. E. (1965). The impact of television advertising learning without involvement. Public Opinion Quarterly, 29, 349-356.
Kuisma, J., Simola, J., Uusitalo, L., & Öörni, A. (2010). The effects of animation and format on the perception and memory of online advertising. Journal of Interactive Marketing, 24(4), 269-282.
Laskey, H. A., Fox, R. J., & Crask, M. R. (1995). The relationship between advertising message strategy and television commercial effectiveness. Journal of Advertising Research, 35(2), 31-39.
LaTour, M. S., & Rotfeld, H. J. (1997). There are Threats and (maybe) Fear-caused Arousal : Theory and Confusions of Appeals to Fear and Fear Arousal itself. Journal of Advertising 26(3), 45-59.
Lennon, R., & Rentfro, R. W. (2010). Are Young Adults’ Fear Appeal Effectiveness Ratings Explained by Fear Arousal, Perceived Threat and Perceived Efficacy? Innovative Marketing, 6(1), 56-63.
Li, & Song. (2011). Try to Persuade Sentimentally or Rationally: The Choice of Advertising Appeals of Green Products. Management and Service Science (MASS), 2011 International Conference on, 1-5. doi: 10.1109/icmss.2011.5999209
Li, C. Y. (2012). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior.
Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. JMR. Journal of Marketing Research, 23(2), 130-143.
McCraty, R., Atkinson, R., Tiller, W. A., Rein, G., & Watkins, A. D. (1995). The effects of emotions on short-term power spectrum analysis of heart rate variability. American Journal of Cardiology, 76(14), 1089-1093.
Mitchell, A. A., & Olsen, J. C. (1981). Are product attitude beliefs the only mediator of advertising effects on brand attitudes? Journal of Marketing Research, 18(1), 23-33.
Mittal, B. (1989). Measuring purchase-decision involvement. Psychology & Marketing, 6(2), 147-162.
Muthana, K. D., & Arora, G. D. (1983). Prosopis juliflora (Swartz) DC: a fast growing tree to bloom the desert. CAZRI Monograph(22).
Nazari, M. A., Wallois, F., Aarabi, A., & Berquin, P. (2011). Dynamic changes in quantitative electroencephalogram during continuous performance test in children with attention-deficit/hyperactivity disorder. International Journal of Psychophysiology, 81(3), 230-236.
Park, M., Turner, B. A., & Pastore, D. L. (2008). Effective Public Service Advertisements to Attract Volunteers for the Special Olympics: An Elaboration Likelihood Perspective. Sport Management Review, 11(2), 165-192.
Peters, Asteriadis, & Rebolledo-Mendez. (2009, 6-8 May 2009). Modelling user attention for human-agent interaction. Paper presented at the Image Analysis for Multimedia Interactive Services, 2009. WIAMIS '09. 10th Workshop on.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research 135-146.
Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41.
Shen, L., Wang, M., & Shen, R. (2009). Affective e-Learning: Using "Emotional" Data to Improve Learning in Pervasive Learning Environment. Educational Technology & Society, 12(2), 176-189.
Sherif, M., & Cantril, H. (1947). The Psychology of Ego－involvement. New York: JohnWiley and Sons, Inc.
Solomon, R. M. (1999). Consumer behavior: Buying, having, and being. New Jersey: Prentice Hall International.
Standing, L. (1973). Learning 10,000 pictures. Quarterly Journal of Experimental Psychology & Marketing, 25(2), 207-222.
Strasser, A. A., Tang, K. Z., Romer, D., Jepson, C., & Cappella, J. N. (2012). Graphic Warning Labels in Cigarette Advertisements: Recall and Viewing Patterns. American Journal of Preventive Medicine, 43(1), 41-47.
Synder, Mark, & DeBono. (1985). Appeals to Images and Claims about Quality: Understanding the Psychology of Advertising. Journal of Personality and Social Psychology & Marketing, 586-597.
Thomsen, S. R., & Fulton, K. (2007). Adolescents’ attention to responsibility messages in magazine alcohol advertisements: An eye-tracking approach. Journal of adolescent health, 41(1), 27-34.
Tiller, W. A., McCraty, R., & Atkinson, M. (1996). Cardiac co herence: A new, noninvasive measure of autonomic nervous system order. Alternative Therapies in Health and Medicine, 2(1), 52-65.
Wang, J.-C., & Day, R.-F. (2007). The effects of attention inertia on advertisements on the WWW. Computers in Human Behavior, 23(3), 1390-1407. doi: http://dx.doi.org/10.1016/j.chb.2004.12.014
Wicks, J. L., Warren, R., Fosu, I., & Wicks, R. H. (2009). Dual-Modality Disclaimers, Emotional Appeals, and Production Techniques in Food Advertising Airing During Programs Rated For Children. Journal of Advertising, 38(4), 93-105.
Wu, S.-I., Wei, P.-L., & Chen, J.-H. (2008). Influential factors and relational structure of Internet banner advertising in the tourism industry. Tourism Management, 29(2), 221-236.
Yang, F.-Y., Chang, C.-Y., Chien, W.-R., Chien, Y.-T., & Tseng, Y.-H. (2013). Tracking learners' visual attention during a multimedia presentation in a real classroom. Computers & Education, 62(0), 208-220.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research. Journal of Consumer Research, 12, 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of Advertising, 15(6), 1-14.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
Zhou, T. (2012). Understanding users’ initial trust in mobile banking: An elaboration likelihood perspective. Computers in Human Behavior.
于慶華. (2012). La new 企業之促銷活動、消費者涉入程度與品牌態度對購買意願之研究. 碩士, 國立臺南大學, 台南市.
尤莉婭. (2010). 公益平面廣告研究於動物保護：女性模特兒反對殘酷時尚. 碩士, 政治大學.
方世榮, & 張文賢. (2006). 品牌關係之研究－前置因素、結果及干擾變項. 朝陽商管評論, 5(2), 53-88.
王凱, 王存國, & 范錚強. (2006). 線上環境中廣告情境呈現與執行手法對廣告效果的影響：廣告變化、訊息訴求與導引效果. [The Influence of Ad Design and Execution Factors in the Online Environment: Ad Variation, Message Appeal, and Priming Effects]. 資訊管理學報, 13(3), 1-28.
王嘉琳. (2005). 是誰在說話？—公益廣告中的文字與圖像分析. 碩士, 成功大學.
吳宗瓊. (2001). 旅遊涉入程度之研究－以海外旅遊產品選購為例. [Tourist Involvement on International Tour Choices]. 觀光研究學報, 7(2), 125-139.
吳智鴻, 劉長儒, 曾奕霖, & 徐日薇. (2012). 結合眼動與腦波之注意力指標建構iPad電子書最佳色彩配置. [Combined Attention Features of Eye Tracking and Brain Wave to Construct the Optimal Color Allocation for iPad Electronic Book]. 聯大學報, 9(1), 199-215.
李正文, & 牟立萱. (2012). 廣告訴求與產品涉入對廣告溝通效果之影響. [The Effects of Advertising Appeals and Product Involvement on Advertising Communication]. 先進工程學刊, 7(4), 203-212.
林心慧. (2008). 比較電視、平面印刷與網路廣告媒體之行銷溝通效果與綜效.
林陽助, & 黃士明. (2005). 廣告主張、恐懼性訴求、涉入程度對廣告效果影響之研究. 東吳經濟商學學報, 51, 181-226.
林耀南, 曹毓珊, & 林怡君. (2011). 幽默廣告類型與訊息正反性對廣告喜好度之影響－以恐懼訴求爲干擾變項. [The Impacts of Humorous Advertising and Message Framing on the Advertising Preference-The Moderating Effect of Fear Appeals]. 輔仁管理評論, 18(3), 19-47.
唐大崙, & 張文瑜. (2007). 利用眼球追蹤法探索傳播研究. 中華傳播學刊, 12(5), 165-211.
唐大論, & 莊賢智. (2004). 新聞圖文左右空間配置對視線影響之初探. Paper presented at the 銘傳大學設計國際學術研討會.
祝鳳岡. (1996). 廣告理性訴求策略之策略分析. 廣告學研究, 8, 1-16.
張欽惠. (2010). 時尚廣告表現類型搭配產品類型對廣告效果影響之研究─以認知需求為干擾效果. 碩士, 輔仁大學, 新北市.
曹靜茹. (2009). 虛擬代言人廣告效果-以涉入程度與認知風格之調節效果為例. 碩士, 銘傳大學, 台北市.
許瓊文. (1999). 網際網路標題廣告設計上的變化對廣告效果之探討. 碩士, 彰化師範大學.
郭乃文, 官大紳, & 陳家進. (2010). 以應用腦波與神經心理衡鑑訊息之方式來建立注意力功能缺損兒童之自主治療模式並研究其療效.
郭志龍. (2007). 平面廣告圖像之運鏡與注意力對產品涉入意願的影響. 碩士, 國立臺灣科技大學, 台北市.
陳弘慶. (2007). 全國大專運動會參與者之涉入程度、體驗行銷、滿意度及忠誠度之相關實證研究. 運動休閒管理學報, 4(1), 14-33.
陳素雯. (2009). 網路商店氛圍對消費者行為意向的影響:以認知、情緒及購物價值為中介變數. 博士, 成功大學. Available from Airiti AiritiLibrary database.
黃俊英. (1990). 涉入的理論發展與實務應用. 管理科學學報, 7(1), 15-29.
維基百科編者. (2013). Big Five personality traits Retrieved 6月 20日, 2013, from http://en.wikipedia.org/wiki/Big_Five_personality_traits#Gender_differences
翟治平. (2010). 公益廣告圖像中的情緒訴求與運鏡構成對認知影響之研究. [Impacts of Emotional Appeals and Camera Views on Viewers' Cognition in Public Service Advertisements]. 高應科大人文社會科學學報, 7(1), 51-71.
蔡青姿. (2006). 恐懼訴求與訊息框架對戒菸意圖之影響. 博士, 國立中正大學.
蕭至惠, 蔡進發, & 陳玟君. (2012). 廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺？. [Have Advertising Appeals and Product Attributes Effects on Advertising Effects?]. 行銷評論, 9(1), 62-91.
戴瑄, 呂國昀, 沈賈堯, 蔡宜容, 曹瓊方, & 張延瑞. (2004). 生理學概論第二版. 台北: 華騰文化股份有限公司.
羅逸婷. (2009). 網路公益廣告閱聽人之情緒、同理心及煩躁感對態度與行為意圖之影響. 碩士, 中原大學. Available from Airiti AiritiLibrary database.
龔涵君. (2011). Facebook之廣告效果研究—以PLaiN服飾為例. 碩士, 銘傳大學, 台北市.