臺灣博碩士論文加值系統

電影悲情城市啟動九份老街再造，昔日風華重現，帶動了第一波的老街懷舊風潮，而伴隨著這股懷舊風潮，業者也開始構思一系列的活動，舉凡懷舊電視廣告、懷舊主題商店、復古流行服飾、經典老歌的重新詮釋，在在表現這一勢不可擋的懷舊風潮。
據先前的研究指出懷舊記憶最為顯著的期間為往前回溯二十年，且認為受訪者偏好在其青少年時期或成年期早期事物，而事物又會因懷舊的年代有所不同。(Holbrook & Schindler, 1996)。但最新的趨勢則顯示，消費者對於黃金時代的懷念，甚至不一定曾經親身體驗過的記憶，也能引發其懷舊情緒。有些懷舊商品的目標顧客甚至是未曾對該商品有過記憶的年輕族群。故本研究選擇以青少年為研究對象，將更有助於對懷舊的探討。
經彙整過往有關懷舊、懷舊廣告、消費者情緒、與廣告效果之文獻，本研究特將懷舊廣告下的消費者情緒與廣告效果作連結，以探究在懷舊廣告下所產生的情緒對廣告效果的影響及個人懷舊傾向的干擾效果。透過獨立樣本受試者間實驗設計，針對懷舊在電視廣告上的使用，共挑選183位國中生進行實驗，找出懷舊廣告對購買行為之影響。
研究結果顯示懷舊廣告下的愉快情緒會影響青少年的廣告態度，而且懷舊廣告比非懷舊廣告更能產生較佳的廣告態度，但個人懷舊傾向並不會透過消費者情緒去影響廣告效果。
　根據本研究結果，懷舊廣告會引起消費者愉快的情緒，而對廣告態度產生顯著的影響。Holbrook & Schindler(1989-1996)藉由一系列透過不同物件對懷舊及年齡的影響研究，證實在年齡相關偏好上提供與消費者年輕時相關的事物效果最好。本研究中的懷舊廣告內容對國中生來說或許並不是那麼直接相關，尤其他們剛脫離國小階段，進入國中生活，小時候對他們來說並不是那麼遙遠，所以懷舊的情感並不是那麼強烈。但是由於廣告中是提及小時候和朋友之間的回憶，讓他們感受到愉快的氣氛，所以形成良好的廣告態度。所以對廣告主而言，如果想要抓住國中生的心，可以針對產品拍攝一系列有關小時候愉快的回憶，來勾起他們想起小時候，那種甜美而愉快的氣氛，進而去影響其廣告態度和購買意願。
　　此外，本研究發現在國中生這個階段，女生的懷舊情緒較男生為高，因為女生的成熟度在國中這個階段是比男生還高，所以其情緒的反應也較男生激烈。所以如果產品是針對青少女為目標市場，懷舊廣告的愉快情緒對其廣告態度有較佳的影響。而本研究也發現廣告的播放次數也會影響其購買意願，本研究中平均每日看電視四小時以上的人，看到懷舊廣告其購買意願也較高。

The movie of “A City of Sadness” has started the rebuilding of Jiu-Fen Old Street, which reappears the elegance of old days, and also drove the trend of first period old street nostalgia. Along with this trend, business people has also started to design series of activities, such as nostalgia advertisement, nostalgia subject store, ancient-modernized stylish cloth, classical old song remixed, has strongly shown the irresistible trend of this nostalgia.
According to the previous research indicated, the most significant period for the memory of nostalgia is the recall of around twenty years ago. It also indicated that the interviewers prefer subjects been around them during their teenager stage, or their early stage of becoming adult. Subjects they preferred might not be the same from different nostalgia period. (Holbrook & Schindler, 1996) However, according to the latest trend shows, consumers’ nostalgia to golden age do not necessary to have the real experience of such period by themselves, but still, could inspire their feelings of nostalgia for such period. Some nostalgia commercial products even target the young group, who shouldn’t have any bound or memory at all for such products. Therefore, this case study will use teenagers as the subject as it will help to better understanding the issue of nostalgia.
After reviewing the documents regarding the nostalgia, nostalgia advertisement, consumers’ emotion, and reference for advertisement performance, this study will particularly link the consumers’ emotion and advertisement performance under the nostalgia advertisement. It will investigate the interference effect of advertisement performance and personal nostalgia tendency under the emotions made by nostalgia advertisement. Through the experimental design of the independent sample interviewer; focusing on the issue of the nostalgia usage on the television commercial, 183 junior high school students were selected to participate this experiment in order to find out the factors of nostalgia advertisement influence to consuming behavior.
　Result of this study indicates that the joyful mood of nostalgia advertisement will influence the advertisement attitude of teenagers. Besides, nostalgia advertisement will generate better advertisement attitude than non-nostalgia advertisement. But, personal nostalgia tendency will not affect advertisement effect through the consumers’ emotions.
According to the result of this study, nostalgia advertisement will bring the joyful mood to consumers, which generates impact influence to their advertisement attitudes. (Holbrook & Schindler 1989-1996) Through series of studies of understanding the influence of different subjects to nostalgia and age, they proved that it achieves the best effect when such subjects were highly bounded with the preferences of such age, and related matters of their young age. The advertisement content of this study might not be highly bounded with these junior highs, especially they just got out of the elementary period to step on the life as junior highs, life of childhood might not be that remote to them. So, the feelings of nostalgia might not be that strong. However, these commercials do raise the memory of childhood as well as friendship between playmates. This will bring these interviewers experience the joyful mood, and then, generate a nice advertisement attitude. Therefore, to the clients who pay for the advertisement, they could certainly shoot series of childhood joyful memory advertisement regarding to their product, in order to hook their memory of sweet and joyful mood during their childhood of those target consumers.
　　Furthermore, this study also finds out that girls’ nostalgia feelings are more than boys during the period of junior high school. It’s because the maturity of girls is more than boys, so the response of such emotional feeling will turn to be more aggressive than boys. So, the joyful feeling of nostalgia advertisement will have better effect on generating advertisement attitude should the product target the teenage girls. This study also finds out that the frequency of receiving these types of advertisements will influence their purchase intention as well. For those interviewers in this study who watched television more than four hours tend to have higher purchase intention when they saw the nostalgia advertisements.

中文摘要------------------------------------------------Ⅰ
英文摘要------------------------------------------------Ⅲ
誌謝----------------------------------------------------Ⅵ
目錄----------------------------------------------------Ⅶ
表目錄--------------------------------------------------Ⅸ
圖目錄--------------------------------------------------Ⅹ
第壹章 緒論--------------------------------------------1
第一節 研究動機---------------------------------------1
第二節 研究目的---------------------------------------3
第三節 研究流程---------------------------------------4
第貳章 文獻探討---------------------------------------6
第一節 懷舊的定義、類型及內容---------------------------6
第二節 懷舊廣告--------------------------------------16
第三節 情緒體驗與懷舊---------------------------------18
第四節 廣告效果--------------------------------------28
第五節 懷舊價值與懷舊在行銷上的應用---------------------32
第參章 研究設計---------------------------------------36
第一節 研究架構--------------------------------------36
第二節 研究假設--------------------------------------37
第三節 變項操作性定義---------------------------------39
第四節 實驗廣告內容-----------------------------------41
第五節 前測之目的與結果-------------------------------42
第六節 實驗設計--------------------------------------44
第七節 實驗對象--------------------------------------45
第八節 統計分析方法----------------------------------46
第肆章 研究結果---------------------------------------47
第一節 效度和信度檢驗--------------------------------47
第二節 自變項操控檢驗--------------------------------52
第三節 假設驗證-------------------------------------53

第伍章 結論與建議-----------------------------------57
第一節 主要發現與討論--------------------------------57
第二節 建議-----------------------------------------61
第三節 研究限制-------------------------------------63
參考文獻----------------------------------------------64
附錄一 前測問卷---------------------------------------------70
附錄二 正式問卷---------------------------------------------74

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