臺灣博碩士論文加值系統

雙語廣告紙包含有優勢語言及次級語言的廣告，而這樣的雙語廣告越來越常出現在生活當中，這樣的廣告產生出code-switching的效果(Jonston et al. 1990) ，所謂code-switching，指的就是在一個句子中加入一個外國文字或是外文片語，造成一個混合語言的訊息(Grosjean 1982) ，雙語廣告最主要的目的就是要吸引消費者的目光並創造出不一樣的廣告效果。
本研究是以五因子採實驗設計，分別是2（語言數量：母語 / 外語）× 2（語言數量：單一語言 / 多語言）× 2（視聽覺呈現：視覺 / 聽覺）× 2（外國語言偏好：高 / 低）× 2（外國語言能力：高 / 低）。
本研究主要有下列五個結論：
1. 在廣告中使用外語會比在廣告中使用母語產生比較好的品牌態度、廣告態度和購買意願。
2. 多語言的廣告會比單一語言的廣告產生更好的品牌記憶、品牌態度、廣告態度和購買意願。
3. 語言類別、語言數量和呈現視聽覺之間有交互作用。
4. 外國語言能力會調和語言類別效果和語言數量效果。
5. 法文能產生最好的廣告效果。

Bilingual Advertisements are those advertisements which contain both the dominant and the nondominant languages. Bilingual advertisements are highly visible on television now. There exists Code-Switching Effect (Jonston et al. 1990) in those bilingual advertisements. Code-switching refers to the insertion of a foreign word or expression into a sentence, resulting in a mixed language message (Grosjean 1982). Bilingual advertisement acts as a cue to attract consumers’ attention and forms different advertisement effectiveness.
Five-way experiment design is taken to test hypotheses in this research. It is a 2 (language type: native language/ foreign language) by 2 (number of language: monolingual/ multilingual) by 2 (modality: visual/ audio) by 2 (language proficiency: high/ low) by 2 (evaluation of language: high/ low) analysis.
The main conclusions of this research are listed as below:
1. Using foreign language can cause better brand attitude, advertisement attitude, and purchase intention than using native language in the advertisement.
2. Multilingual advertisement can cause better brand memory, brand attitude, advertisement attitude, and purchase intention than monolingual advertisement.
3. There are an interaction effects among language type, number of language, and modality.
4. Foreign language proficiency will moderate the language type effect and number of language effect.
5. French performs the best in advertisement effectiveness.

Chapter 1 Introduction 1
Research Background 1
Research Motivations 3
Research Questions 4
Research Objectives 5
Research Procedure 5
Chapter 2 Literature Review 8
Code-switching between Native Language and Foreign Language 9
Two-factor Theory 15
Information Process Fluency and Interruption 19
Cognitive Resource Theory 23
Language and Modality 26
Visual Dominance 29
Congruity Theory 31
Schema Theory 33
Bilingual Interactive Activation (BIA) 36
Elaboration Likelihood Model (ELM) 39
Country of Origin Effect 41
Language Attitude 44
Advertisement Effectiveness 45
Hypothesis Inference 50
Chapter 3 Methodology 66
Research Framework 66
Research Hypotheses 69
Experiment Design and Data Collection 73
Operational Definition and Variables Measurements 77
Pilot Study 82
Questionnaire Design and Experiment Procedure 85
Methodology 91
Chapter 4 Statistical Analysis and Results 93
Data Collection and Personal Information Analysis 93
Reliability Analysis 97
Hypotheses Testing 103
Discussion 237
Chapter 5 Conclusions 271
General Conclusions 271
Contribution and Implications 276
Limitations and Suggestions for Future Research 281
References 288
Chinese Literature 288
English Literature 289
Appendix 1: Questionnaire of Pilot Study 293
Appendix 2: Questionnaire 295
Appendix 3: Descriptive Statistics of Language Scenarios by Foreign Language Preference by Foreign Language Proficiency 301














Lists of Tables
Table 2 1 Definitions of Country-of-Origin Effect 41
Table 2 2 Definitions of Attitude 46
Table 3 1 Main Effects (H1~H3) 69
Table 3 2 Interaction Effects (H4~H6) 70
Table 3 3 Interaction Effect (H7) 70
Table 3 4 Moderating Effect (H8) 71
Table 3 5 Moderating Effects (H9, H10) 71
Table 3 6 Moderating Effects (H11, H12) 71
Table 3 7 Moderating Effect (H13, H14) 72
Table 3 8 Moderating Effect (H15) 72
Table 3 9 All Combinations of the research 73
Table 3 10 Matrix of the research 75
Table 3 11 Percentage of Gender 83
Table 3 12 Percentage of Age 83
Table 3 13 Percentage of Education 83
Table 3 14 Percentage of Background 83
Table 3 15 Mean of Advertisement Evaluation 84
Table 3 16 Advertisement chosen for this research 85
Table 3 17 Questions for Brand Memory 86
Table 3 18 Questions for Advertisement Memory 87
Table 3 19 Questions for Brand Attitude 87
Table 3 20 Questions for Advertisement Attitude 88
Table 3 21 Questions for Purchase Intention 89
Table 3 22 Questions for Foreign Language Preference 89
Table 3 23 Questions for Foreign Language Proficiency 90
Table 4 1 Collected Questionnaires 94
Table 4 2 Percentage of Gender 95
Table 4 3 Percentage of Age 95
Table 4 4 Percentage of Education 95
Table 4 5 Percentage of Background 96
Table 4 6 Reliability of Brand Attitude 98
Table 4 7 Reliability of Advertisement Attitude 98
Table 4 8 Reliability of Purchase Intention 99
Table 4 9 Reliability of Language Preference 99
Table 4 10 Descriptive statistics of Foreign Language Preference 99
Table 4 11 T-Test of Foreign Language Preference 100
Table 4 12 Reliability of Language Proficiency 101
Table 4 13 Descriptive Statistics of Foreign Language Proficiency 101
Table 4 14 T-Test Foreign Language Proficiency 101
Table 4 15 Descriptive Statistics of Language Type Effect 104
Table 4 16 Language Type Effect (with L2 vs. without L2): One-way ANOVA 104
Table 4 17 Descriptive Statistics of Language Scenarios 107
Table 4 18 Language Scenarios vs. Contrast Set on Brand Memory: Tukey HSD 109
Table 4 19 Language Scenarios vs. Contrast Set on Advertisement Memory: Tukey HSD 110
Table 4 20 Language Scenarios vs. Contrast Set on Brand Attitude: Tukey HSD 110
Table 4 21 Language Scenarios vs. Contrast Set on Advertisement Attitude: Tukey HSD 111
Table 4 22 Language Scenarios vs. Contrast Set on Purchase Intention: Tukey HSD 112
Table 4 23 Descriptive Statistics of Number of Language Effect 114
Table 4 24 Number of Language Effect (Monolingual vs. Multilingual): One-way ANOVA 114
Table 4 25 Descriptive Statistics of Modality Effect 118
Table 4 26 Modality Effect (Read L1&L2 vs. Read L2 vs. Read L1): One-way ANOVA 119
Table 4 27 Descriptive Statistics of Modality Effect 122
Table 4 28 Modality Effect (Read L1&L2 vs. Read L1): One-way ANOVA 123
Table 4 29 Descriptive Statistics of Modality Effect 125
Table 4 30 Modality Effect (Hear L1&L2 vs. Hear L2): One-way ANOVA 125
Table 4 31 Descriptive Statistics of Modality Effect 128
Table 4 32 Modality Effect (Hear L1&L2 vs. Hear L2): One-way ANOVA 128
Table 4 33 Descriptive Statistics of Language Type by Number of Language 132
Table 4 34 Language Type by Number of Language: One-way ANOVA 132
Table 4 35 Language Type by Number of Language on Brand Memory: Tukey HSD 135
Table 4 36 Language Type by Number of Language on Brand Attitude: Tukey HSD 136
Table 4 37 Language Type by Number of Language on Advertisement Attitude: Tukey HSD 136
Table 4 38 Language Type by Number of Language on Purchase Intention: Tukey HSD 136
Table 4 39 Descriptive Statistics of Number of Language by Modality 137
Table 4 40 Number of Language by Modality: One-way ANOVA 138
Table 4 41 Number of Language by Modality on Brand Memory: Tukey HSD 139
Table 4 42 Number of Language by Modality on Advertisement Memory: Tukey HSD 140
Table 4 43 Number of Language by Modality on Brand Attitude: Tukey HSD 141
Table 4 44 Number of Language by Modality on Advertisement Attitude: Tukey HSD 142
Table 4 45 Number of Language by Modality on Purchase Intention: Tukey HSD 143
Table 4 46 Descriptive Statistics of Language Type by Modality 146
Table 4 47 Language Type by Modality: One-way ANOVA 146
Table 4 48 Language Type by Modality on Advertisement Memory: Tukey HSD 147
Table 4 49 Language Type by Modality on Brand Attitude: Tukey HSD 148
Table 4 50 Language Type by Modality on Advertisement Attitude: Tukey HSD 148
Table 4 51 Language Type by Modality on Purchase Intention: Tukey HSD 148
Table 4 52 Descriptive Statistics of Combination 1 151
Table 4 53 Combination 1: One-way ANOVA 152
Table 4 54 Descriptive Statistics of Combination 2 152
Table 4 55 Combination 2: One-way ANOVA 153
Table 4 56 Descriptive Statistics of Combination 4 154
Table 4 57 Combination 4: One-way ANOVA 154
Table 4 58 Descriptive Statistics of Combination 5 155
Table 4 59 Combination 4: One-way ANOVA 155
Table 4 60 Descriptive Statistics of Language Type by Number of Language by Modality 156
Table 4 61 Language Type by Number of Language by Modality: One-way ANOVA 157
Table 4 62 Language Type by Number of Language by Modality on Brand Memory: Tukey HSD 158
Table 4 63 Language Type by Number of Language by Modality on Advertisement Memory: Tukey HSD 159
Table 4 64 Language Type by Number of Language by Modality on Brand Attitude: Tukey HSD 160
Table 4 65 Language Type by Number of Language by Modality on Advertisement Attitude: Tukey HSD 161
Table 4 66 Language Type by Number of Language by Modality on Purchase Intention: Tukey HSD 163
Table 4 67 Descriptive Statistics of Language Type by Number of Language by Modality 165
Table 4 68 Language Type by Number of Language by Modality: One-way ANOVA 167
Table 4 69 Language Type by Number of Language by Modality on Brand Memory: Tukey HSD 167
Table 4 70 Language Type by Number of Language by Modality on Advertisement Memory: Tukey HSD 170
Table 4 71 Language Type by Number of Language by Modality on Brand Attitude: Tukey HSD 172
Table 4 72 Language Type by Number of Language by Modality on Advertisement Attitude: Tukey HSD 174
Table 4 73 Language Type by Number of Language by Modality on Purchase Intention: Tukey HSD 176
Table 4 74 Descriptive Statistics of Language Type by Foreign Language Preference 181
Table 4 75 Language Type by Foreign Language Preference: Two-way ANOVA 182
Table 4 76 Descriptive Statistics of Language Type by Foreign Language Proficiency 184
Table 4 77 Language Type by Foreign Language Proficiency: One-way ANOVA 184
Table 4 78 Language Type by Foreign Language Proficiency on Brand Attitude: Tukey HSD 185
Table 4 79 Language Type by Foreign Language Proficiency on Advertisement Attitude: Tukey HSD 186
Table 4 80 Language Type by Foreign Language Proficiency on Purchase Intention: Tukey HSD 187
Table 4 81 Descriptive Statistics of Number of Language by Foreign Language Proficiency 188
Table 4 82 Number of Language by Foreign Language Proficiency: Two-way ANOVA 189
Table 4 83 Descriptive Statistics of Number of Language by Foreign Language Proficiency 192
Table 4 84 Number of Language by Foreign Language Proficiency: Two-way ANOVA 193
Table 4 85 Descriptive Statistics of Language Type by Modality by Foreign Language Proficiency 196
Table 4 86 Language Type by Modality by Foreign Language Proficiency: Two-way ANOVA 197
Table 4 87 Descriptive Statistics of Number of Language by Modality by Foreign Language Proficiency 200
Table 4 88 Number of Language by Modality by Foreign Language Proficiency: Two-way ANOVA 202
Table 4 89 Number of Language by Modality by Foreign Language Proficiency on Brand Memory: Tukey HSD 203
Table 4 90 Number of Language by Modality by Foreign Language Proficiency on Advertisement Memory: Tukey HSD 205
Table 4 91 Number of Language by Modality by Foreign Language Proficiency on Brand Attitude: Tukey HSD 207
Table 4 92 Number of Language by Modality by Foreign Language Proficiency on Advertisement Attitude: Tukey HSD 210
Table 4 93 Descriptive Statistics Advertisement Combinations by Foreign Language Preference 212
Table 4 94 Advertisement Combinations by Foreign Language Preference: Two-way ANOVA 214
Table 4 95 Descriptive Statistics of Advertisement Combinations by Foreign Language Proficiency 215
Table 4 96 Advertisement Combinations by Foreign Language Proficiency: Two-way ANOVA 217
Table 4 97 Descriptive Statistics of Advertisement Combinations by Foreign Language Preference by Foreign Language Proficiency 220
Table 4 98 Advertisement Combinations by Foreign Language Preference by Foreign Language Proficiency: Three-way ANOVA 224
Table 4 99 Language Scenarios by Foreign Language Preference by Foreign Language Proficiency: Three-way ANOVA 225
Table 4 100 Descriptive Statistics of Language Differences 232
Table 4 101 Language Differences: One-way ANOVA 233
Table 4 102 Language Differences on Brand Memory: Tukey HSD 233
Table 4 103 Language Differences on Brand Attitude: Tukey HSD 234
Table 4 104 Language Differences on Advertisement Attitude: Tukey HSD 235
Table 4 105 Language Differences on Purchase Intention: Tukey HSD 236
Table 4 106 Results of H1~H3 237
Table 4 107 Results of H4~H6 241
Table 4 108 Results of H7 244
Table 4 109 Results of H8~H10 245
Table 4 110 Results of H11, H12 247
Table 4 111 Results of H13, H14 248
Table 4 112 Results of H15 249










Lists of Figures
Figure1 1 Media Reach of Taiwan 2
Figure 1 2 The Research Process of This Study 7
Figure2 1 Lexical Links in Human''s Mind 10
Figure2 2 U-Shape of Easy Message 16
Figure2 3 Inversed U-Shape of Moderate Message 17
Figure2 4 Line of Difficult Message 17
Figure2 5 Model of Information Processing Procedure 21
Figure2 6 Category of Language System 27
Figure2 7 Percentage of Sensory Organs Used 29
Figure2 8 Processing Procedure of Congruent Elements 31
Figure2 9 Processing Procedure of Incongruent Elements 32
Figure2 10 Category of Stimuli 33
Figure2 11 Processing Procedure of Consistent Stimuli 34
Figure2 12 Processing Procedure of Inconsistent Stimuli 34
Figure2 13 The Connection between L1 & L2 37
Figure2 14 The Relationship between Prior Knowledge and Evaluation 39
Figure2 15 Process of Ad Stimulus Affecting Purchase Intention 45
Figure2 16 Factors of Attitude 48
Figure3 1 Research Framework 67
Figure 4 1 Mean Plot of Language Type Main Effect (Brand Attitude) 105
Figure 4 2 Mean Plot of Language Type Main Effect (Advertisement Attitude) 105
Figure 4 3 Mean Plot of Language Type Main Effect (Purchase Intention) 106
Figure4 4 Mean Plot of Number of Language Main Effect (Brand Memory) 115
Figure4 5 Mean Plot of Number of Language Main Effect (Brand Attitude) 116
Figure4 6 Mean Plot of Number of Language Main Effect (Advertisement Attitude) 116
Figure4 7 Mean Plot of Number of Language Main Effect (Purchase Intention) 117
Figure4 8 Mean Plot of Modality Main Effect (Brand Memory) 120
Figure4 9 Mean Plot of Modality Main Effect (Brand Attitude) 120
Figure4 10 Mean Plot of Modality Main Effect (Advertisement Attitude) 121
Figure4 11 Mean Plot of Modality Main Effect (Purchase Intention) 121
Figure4 12 Mean Plot of Modality Main Effect (Brand Memory) 123
Figure4 13 Mean Plot of Modality Main Effect (Advertisement Memory) 124
Figure4 14 Mean Plot of Modality Main Effect (Brand Memory) 126
Figure4 15 Mean Plot of Modality Main Effect (Brand Attitude) 127
Figure4 16 Mean Plot of Modality Main Effect (Brand Attitude) 129
Figure4 17 Mean Plot of Modality Main Effect (Advertisement Attitude) 130
Figure4 18 Mean Plot of Modality Main Effect (Purchase Intention) 130
Figure4 19 Mean Plot of Language Type by Number of Language (Brand Memory) 133
Figure4 20 Mean Plot of Language Type by Number of Language (Brand Attitude) 134
Figure4 21 Mean Plot of Language Type by Number of Language (Advertisement Attitude) 134
Figure4 22 Mean Plot of Language Type by Number of Language (Purchase Intention) 135
Figure4 23 Mean Plot of Number of Language by Modality (Brand Memory) 139
Figure4 24 Mean Plot of Number of Language by Modality (Advertisement Memory) 140
Figure4 25 Mean Plot of Number of Language by Modality (Brand Attitude) 142
Figure4 26 Mean Plot of Number of Language by Modality (Advertisement Attitude) 143
Figure4 27 Mean Plot of Number of Language by Modality (Purchase Intention) 144
Figure4 28 Mean Plot of Language Type by Modality (Advertisement Memory) 148
Figure4 29 Mean Plot of Language Type by Modality (Brand Attitude) 149
Figure4 30 Mean Plot of Language Type by Modality (Advertisement Attitude) 150
Figure4 31 Mean Plot of Language Type by Modality (Purchase Intention) 150
Figure4 32 Language Type by Number of Language by Modality (Brand Memory) 158
Figure4 33 Language Type by Number of Language by Modality (Advertisement Memory) 159
Figure4 34 Language Type by Number of Language by Modality (Brand Attitude) 160
Figure4 35 Language Type by Number of Language by Modality (Advertisement Attitude) 162
Figure4 36 Language Type by Number of Language by Modality (Purchase Intention) 164
Figure4 37 Language Type by Number of Language by Modality (Brand Memory) 169
Figure4 38 Language Type by Number of Language by Modality (Advertisement Memory) 171
Figure4 39 Mean Plot of Language Type by Number of Language by Modality (Brand Attitude) 173
Figure4 40 Mean Plot of Language Type by Number of Language by Modality (Advertisement Attitude) 175
Figure4 41 Mean Plot of Language Type by Number of Language by Modality (Purchase Intention) 179
Figure4 42 Mean Plot of Language Type by Language Proficiency (Brand Attitude) 185
Figure4 43 Mean Plot of Language Type by Language Proficiency (Advertisement Attitude) 186
Figure4 44 Mean Plot of Language Type by Language Proficiency (Purchase Intention) 187
Figure4 45 Mean Plot of Number of Language by Language Proficiency (Brand Memory) 190
Figure4 46 Mean Plot of Number of Language by Language Proficiency (Advertisement Memory) 190
Figure4 47 Mean Plot of Number of Language by Language Proficiency (Brand Attitude) 194
Figure4 48 Mean Plot of Number of Language by Language Proficiency (Advertisement Attitude) 194
Figure4 49 Mean Plot of Language Type by Modality by Language Proficiency (Brand Attitude) 199
Figure4 50 Mean Plot of Language Type by Modality by Language Proficiency (Brand Memory) 204
Figure4 51 Mean Plot of Language Type by Modality by Language Proficiency (Advertisement Memory) 206
Figure4 52 Mean Plot of Language Type by Modality by Language Proficiency (Brand Attitude) 209
Figure4 53 Mean Plot of Language Type by Modality by Language Proficiency (Advertisement Attitude) 211
Figure4 54 Mean Plot of Advertisement Combinations by Language Proficiency (Advertisement Memory) 218
Figure4 55 Mean Plot of Language Scenarios by Language Preference (Brand Memory) 228
Figure4 56 Mean Plot of Language Scenarios by Language Proficiency (Brand Memory) 229
Figure4 57 Mean Plot of Language Scenarios by Language Preference at Low Language Proficiency (Brand Memory) 230
Figure4 58 Mean Plot of Language Scenarios by Language Preference at High Language Proficiency (Brand Memory) 231
Figure4 59 Mean Plot of Different Languages (Brand Memory) 234
Figure4 60 Mean Plot of Different Languages (Brand Attitude) 235
Figure4 61 Mean Plot of Different Languages (Advertisement Attitude) 236
Figure4 62 Mean Plot of Different Languages (Purchase Intention) 237

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