臺灣博碩士論文加值系統

　　過往已有眾多研究探討網站網頁之廣告效果，惟以不一致理論同時探討網頁廣告上顏色與音樂之廣告效果研究，至今尚鮮。故本研究以不一致觀點探索線上旅遊網站之廣告效果。
　　本研究以實驗法之實驗設計為研究方法，檢測與評估網頁文案圖片類型與背景音樂在不一致下對於消費者之影響，探討其廣告效果(廣告記憶、廣告態度、品牌態度、購買意願)之影響，共計發出300份問卷，以實驗法進行調查，於2010年9月至12月期間執行實驗設計。
　　研究結果發現，整體而言，網頁顏色與背景音樂搭配下，不一致設計之網頁廣告效果較一致性時佳，亦即不一致時，網頁廣告會有較佳之廣告記憶和廣告態度。本研究同時提出管理意涵與未來研究建議。

　　Many researches have demonstrated the effects of website advertising on con-sumers. However, so far, incongruity theory has not been applied to analyze the con-tribution of atmospherics like color and music to the advertising message. This research proposes that online tourism websites’ use of visual and musical atmospherics can positively influence advertising effectiveness. We use incongruity theory to explain this result.
　　This study conducted an experiment and recruited 242 sample participants. Our study incorporated experimentally designed color and music presentations into simu-lated online advertisements to examine the effects on the subjects’ responses, includ-ing their advertising memory, advertising attitude, brand attitude, and purchase inten-tion.
　　The results show that within the domain of tourism website advertising, the pre-dictions of the incongruity theory are statistically supported. This indicates that the incorporation of incongruous atmospheric content could strengthen the subjects’ recall of the advertising and improve their attitude towards it. The results of the research provide empirical support for the research design and suggest implications for con-sumer behavior and the development of effective ads.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．．．． ii
英文摘要　．．．．．．．．．．．．．．．．．．．．．．． iii
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．．． iv
內容目錄　．．．．．．．．．．．．．．．．．．．．．．． v
表目錄　　．．．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．．．． 1
　　第二節　　研究問題．．．．．．．．．．．．．．．．． 4
　　第三節　　研究目的．．．．．．．．．．．．．．．．． 9
第二章　　文獻探討．．．．．．．．．．．．．．．．．．． 11
　　第一節　　廣告文案．．．．．．．．．．．．．．．．． 11
　　第二節　　顏色．．．．．．．．．．．．．．．．．．． 18
　　第三節　　音樂．．．．．．．．．．．．．．．．．．． 25
　　第四節　　一致性理論．．．．．．．．．．．．．．．． 32
　　第五節　　廣告效果．．．．．．．．．．．．．．．．． 38
第三章　　研究方法．．．．．．．．．．．．．．．．．．． 41
　　第一節　　研究產業．．．．．．．．．．．．．．．．． 41
　　第二節　　研究架構．．．．．．．．．．．．．．．．． 42
　　第三節　　研究假設．．．．．．．．．．．．．．．．． 43
　　第四節　　研究設計．．．．．．．．．．．．．．．．． 48
　　第五節　　變數之操作性定義．．．．．．．．．．．．． 50
　　第六節　　資料收集方法．．．．．．．．．．．．．．． 52
　　第七節　　問卷設計．．．．．．．．．．．．．．．．． 53
　　第八節　　統計分析分法．．．．．．．．．．．．．．． 56
第四章　　資料分析．．．．．．．．．．．．．．．．．．． 58
　　第一節　　回收樣本統計資料．．．．．．．．．．．．． 58
　　第二節　　信度分析．．．．．．．．．．．．．．．．． 61
　　第三節　　網頁圖片類型對於消費者廣告效果之影響．．． 62
　　第四節　　背景音樂對於消費者廣告效果之影響分析．．． 66
　　第五節　　顏色與背景音樂對消費者廣告效果影響分析．． 72
第五章　　結論與建議．．．．．．．．．．．．．．．．．． 82
　　第一節　　研究結果及討論．．．．．．．．．．．．．． 82
　　第二節　　管理實務建議與意涵．．．．．．．．．．．． 89
　　第三節　　研究限制與未來研究方向．．．．．．．．．． 91
參考文獻　．．．．．．．．．．．．．．．．．．．．．．． 93
附錄A　　旅遊業調查問卷(1)．．．．．．．．．．．．．．． 114
附錄B　　旅遊業調查問卷(2)．．．．．．．．．．．．．．． 115
附錄C　　問卷．．．．．．．．．．．．．．．．．．．．．． 116



表目錄
表 2-1　廣告文案定義彙整．．．．．．．．．．．．．．．． 12
表 2-2　平面廣告文案的廣告效果．．．．．．．．．．．．． 15
表 2-3　成功廣告標準．．．．．．．．．．．．．．．．．． 15
表 2-4　廣告文案相關文獻列表．．．．．．．．．．．．．． 17
表 2-5　西方學者對顏色的聯想．．．．．．．．．．．．．． 22
表 2-6　顏色相關文獻列表．．．．．．．．．．．．．．．． 24
表 2-7　音樂相關文獻列表．．．．．．．．．．．．．．．． 30
表 2-8　一致性相關文獻列表．．．．．．．．．．．．．．． 36
表 3-1　實驗設計．．．．．．．．．．．．．．．．．．．． 48
表 3-2　廣告音樂與訊息不一致衡量量表．．．．．．．．．． 52
表 3-3　各變項之衡量問項及文獻出處．．．．．．．．．．． 55
表 4-1　實驗組別之樣本回收．．．．．．．．．．．．．．． 59
表 4-2　樣本性別分佈資料表．．．．．．．．．．．．．．． 59
表 4-3　樣本年齡分佈資料表．．．．．．．．．．．．．．． 60
表 4-4　樣本教育程度分佈資料表．．．．．．．．．．．．． 60
表 4-5　樣本出國經驗分佈資料表．．．．．．．．．．．．． 60
表 4-6　樣本出國次數分佈資料表．．．．．．．．．．．．． 61
表 4-7　廣告效果信度構面分析結果．．．．．．．．．．．． 61
表 4-8　自變數對於廣告效果四構面之檢定分析結果．．．．． 62
表 4-9　網頁顏色類型對消費者廣告記憶之均數比較表．．．． 63
表 4-10　網頁顏色類型對消費者廣告記憶之 t 檢定表．．．．． 63
表 4-11　網頁顏色類型對消費者廣告態度之均數比較表．．．． 64
表 4-12　網頁顏色類型對消費者廣告態度之 t 檢定表．．．．． 64
表 4-13　網頁顏色類型對消費者品牌態度之均數比較表．．．． 65
表 4-14　網頁顏色類型對消費者品牌態度之 t 檢定表．．．．． 65
表 4-15　網頁顏色類型對消費者購買意願之均數比較表．．．． 66
表 4-16　網頁顏色類型對消費者購買意願之 t 檢定表．．．．． 66
表 4-17　背景音樂型態對消費者廣告記憶之均數比較表．．．． 67
表 4-18　背景音樂型態對消費者廣告記憶之變異數分析．．．． 68
表 4-19　背景音樂型態對消費者廣告態度之均數比較表．．．． 68
表 4-20　背景音樂型態對消費者廣告態度之變異數分析．．．． 69
表 4-21　背景音樂型態對消費者品牌態度之均數比較表．．．． 70
表 4-22　背景音樂型態對消費者品牌態度之變異數分析．．．． 70
表 4-23　背景音樂型態對消費者購買意願之均數比較表．．．． 71
表 4-24　背景音樂型態對消費者購買意願之變異數分析．．．． 72
表 4-25　顏色與背景音樂對消費者廣告記憶之敘述統計．．．． 73
表 4-26　顏色與背景音樂型態對消費者廣告記憶之變異數分析． 74
表 4-27　組別1和組別2之t檢定表 ．．．．．．．．．．．．． 74
表 4-28　顏色與背景音樂型態對消費者廣告態度之敘述統計．． 75
表 4-29　顏色與背景音樂型態對消費者廣告態度之變異數分析． 76
表 4-30　組別1和組別2之t檢定表 ．．．．．．．．．．．．． 76
表 4-31　顏色與背景音樂型態對消費者品牌態度之敘述統計．． 77
表 4-32　顏色與背景音樂型態對消費者品牌態度之變異數分析． 78
表 4-33　組別1和組別2之t檢定表 ．．．．．．．．．．．．． 78
表 4-34　顏色與背景音樂型態對消費者購買意願之敘述統計．． 79
表 4-35　顏色與背景音樂型態對消費者購買意願之變異數分析． 80
表 4-36　組別1和組別2之t檢定表 ．．．．．．．．．．．．． 80
表 5-1　假設1-1、1-2、1-3、1-4檢定結果彙整表．．．．．． 82
表 5-2　假設2-1a、2-1b、2-2a、2-2b、2-3a、2-3b、
　　　　2-4a、2-4b檢定結果彙整表 ．．．．．．．．．．．． 84
表 5-3　假設3-1、3-2、3-3、3-4檢定結果彙整表．．．．．． 87



圖目錄
圖 3-1　研究架構．．．．．．．．．．．．．．．．．．．． 42

一、中文部分

台灣網路資訊中心(2010)，2010年台灣寬頻網路使用狀況調查[線上資料]，來源: http://www.twnic.net.tw/download/200307/1001b.pdf [2010, January 3]。

財團法人國家實驗研究院科技政策研究與資訊中心STPI (2009)，2009年美國電子商務市場首次下跌[線上資料]，來源: http://cdnet.stpi.org.tw/techroom/market/eetelecomm/2009/eetelecomm_09_001.htm [2009, March 9]。

雄獅旅遊(2010)，2010年企業網站排名[線上資料]，來源: http://www.alexa.com, 02/06//2010 [2010, February 6]。

觀光局(2009)，2009年國人旅遊狀況調查[線上資料]，來源: http://admin.taiwan.net.tw/statistics/market.aspx?no=133 [2009, December 31]。

二、英文部分

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