臺灣博碩士論文加值系統

隨著時代的變遷，織巾產業逐漸淪為夕陽產業，雖然試圖透過各種方式推廣，卻難以再創經濟奇蹟。在現今個人化行銷時代，企業多製作影音廣告在網路平台上進行推廣，但網路資訊量龐大造成消費者注意力渙散。但織巾傳統上給人感覺就是一種必需品，其商業模式也是主要透過B2B，如：公司行號辦活動、婚喪喜慶、神明遶境、運動賽事等都會需要織巾供應。但織巾本身若無額外的刺激，並不會讓人想要扭轉對其的印象或者近一步刺激消費者去購買商品。織巾摩擦的聲音、氣味、觸覺似乎更可以有效地凝聚消費者注意力。過往研究發現觀看自發性知覺反應廣告會使受試者有生理訊號上的反應並增加費者注意力。因此本研究藉由自主性感官經絡反應(ASMR)之實驗，來探討消費者在腦波與膚電相關生理反應情況與專注程度。然而，在線上廣告影片無法進行氣味與觸覺的實驗，因此，本研究主要會聚焦在聽覺ASMR聲音的刺激，並進一步探究聲音ASMR對於消費者注意力及購買意願之影響。根據本研究結果顯示，聲音ASMR能使皮膚導電率呈現逐漸上升趨勢，且聲音ASMR聽覺刺激引起參與者的腦部α波(通道FP1、F7及F3)活動顯著增加。聲音ASMR影片能夠吸引消費者注意力使其感到愉悅、放鬆達到廣告效果，進而引消費者想了解廣告中論及事物之興趣，喚起想擁有其商品之慾望，為其商品聲音或品牌留下深刻印象，進而提升購買意願。綜上所述，由此可知聲音ASMR及影音廣告效果對於吸引消費者注意力上皆具有顯著影響，而個人化行銷對影音廣告效果及聲音ASMR引起消費注意有干擾影響，本研究認為其原因可能為每位受試者對於偏好之影片反應皆有所不同，進而導致干擾影響情況發生。最後，本研究將針對研究結果與發現提出討論與管理意涵，並幫助企業(如：傳統產業)了解其行銷的可靠性。

With the change of The Times, the weaving industry has gradually become a sunset industry. Although trying to promote it through various ways, it is difficult to create economic miracle again. In today's personalized marketing era, enterprises produce more video and audio advertisements on the online platform to promote, but the huge amount of online information caused by consumers' attention is lax. But textile feels as a necessity, and its business model is mainly through B2B, such as: company registration activities, wedding, funeral and festival, sightseeing tour, sports events and so on. But without the additional stimulation, the textile itself does not want to reverse the impression or move closer to encourage consumers to buy goods. The sound, smell and touch of textile friction seem to be more effectively condensing consumers' attention. Previous studies have found that watching autonomic sensory meridian reaction (ASMR) ads exposes subjects to physiological signals and increases their attention. Therefore, this study explores the experiment of ASMR between brain wave and skin electricity. However, online advertising movies cannot be tested on smell and touch. Therefore, this study will mainly focus on the stimulation of audio ASMR sound, and further explore the impact of audio ASMR on consumers' attention and purchase intention. According to the results of this study, the audio ASMR can make the skin conductivity gradually rise, and the audio ASMR stimulation can significantly increase the activity of the brain waves (channels FP1, F7 and F3). Audio ASMR videos can attract the attention of consumers and make them feel happy and relaxed to achieve the advertising effect, and then lead consumers to understand the interest in advertising, arouse the desire to have their goods, and leave a deep memory on the sound or brand of their goods, and then enhance the purchase intention. To sum up, this shows that auido ASMR and video advertising effect to attract consumer attention, and personalized marketing on advertising effect and audio ASMR cause consumption attention has interference influence, this study believes that the reason may be for each subject for preference of video response is different, which lead to interference influence. Finally, this study will discuss and manage the implications for the research results and findings, and help enterprises (such as traditional industries) to understand their marketing reliability.

中文摘要.............................................................. i
英文摘要.............................................................. ii
誌謝.................................................................. iii
目錄.................................................................. iv
表目錄................................................................ vi
圖目錄................................................................ viii
第一章 緒論........................................................... 1
1.1 研究背景與動機..................................................... 1
1.2研究目的............................................................ 3
1.3研究流程............................................................ 4
第二章 文獻探討......................................................... 5
2.1 夕陽產業市場概況..................................................... 5
2.2廣告呈現方式.......................................................... 7
2.3聲音ASMR廣告及研究應用............................................... 8
2.3.1聲音ASMR影片類型................................................... 8
2.3.2聲音ASMR廣告應用................................................... 10
2.3.3聲音ASMR學術應用................................................... 12
2.4廣告應用與生理訊號變化之研究........................................... 13
2.4.1膚電反應........................................................... 13
2.4.2腦波............................................................... 14
第三章 研究方法.......................................................... 17
3.1研究架構及假設........................................................ 17
3.1.1消費者行為模型...................................................... 17
3.2研究變數.............................................................. 20
3.2.1構面之操作型定義與問卷設計............................................ 20
3.2.2前測問卷設計與分析................................................... 23
3.2.3正式問卷設計與分析..................................................... 24
3.3 實驗設計............................................................... 25
3.3.1前測實驗設計........................................................... 25
3.3.2正式實驗設計........................................................... 25
3.4本研究問卷與實驗之關係.................................................... 28
3.5研究對象................................................................ 28
3.6實驗環境與設備............................................................ 29
第四章 資料分析.............................................................. 31
4.1 前測問卷分析............................................................. 31
4.2 正式問卷分析...................................................... 34
4.2.1 敘述性統計....................................................... 34
4.2.2 探索性及驗證性因素分析.............................................. 37
4.2.3 結構方程模式分析.................................................... 42
4.2.4 干擾效果分析........................................................ 44
4.3 生理訊號實驗分析........................................................ 45
4.3.1 前測實驗分析.......................................................... 48
4.3.2 正式實驗之膚電實驗分析................................................. 52
4.3.3 正式實驗之腦波實驗分析..................................................59
第五章 結論與討論............................................................ 73
5.1 研究討論與結論........................................................... 73
5.2 管理意涵................................................................. 76
5.3 研究限制與建議............................................................ 77
參考文獻..................................................................... 78
附錄一 前測問卷............................................................... 83
附錄二 正式問卷............................................................... 88
附錄三 實驗受試者篩選用問卷.................................................... 93
附錄四 實驗研究參與同意書...................................................... 96
Extended Abstract........................................................... 100
Abstract.................................................................... 100
1. Introduction........................................................ 101
2. Literature Review................................................... 101
2.1 ADVERTISEMENTS..................................................... 101
2.2 AIDMA CONSUMER BEHAVIOR MODEL...................................... 102
2.3 PERSONALIZATION MARKETING.......................................... 102
3. Result Methods...................................................... 103
4. Results............................................................. 103
4.1 EXPERIMENT RESULTS................................................. 103
4.2 QUESTIONNAIRE SURVEY............................................... 104
5. Conclusion.......................................................... 104

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