臺灣博碩士論文加值系統

有鑑於廣告對消費者產生品牌相關的反應是具備影響力的，越來越多的品牌廠商希望透過廣告傳遞品牌相關資訊並與消費者產生連結。此外，回顧探討廣告類型與效果的文獻發現，敘事結構能創造出一個能夠充分表達資訊且強而有力的模式。因此，本研究運用敘事觀點中的情境連續性、訊息感官價值以及移情理論，結合品牌體驗的觀點，發展出一個試驗性研究與兩個實驗以檢視消費者對敘事性廣告的反應。試驗性研究主要在初探與比較不同類型的廣告對消費者品牌體驗的影響。結果顯示，敘事性相對於論述性廣告能讓消費者產生較高的品牌體驗。實驗一主要在於探討情境連續性中因果、時間與空間的連續性是否會影響消費者對敘事性廣告的主觀了解進而影響移情與品牌體驗。結果顯示，消費者對廣告的主觀了解的確受到因果關連性與時間連續性的影響；而敘事性廣告的因果關連性以及時間連續性對消費者品牌體驗的影響是受到廣告的主觀了解與移情所中介。實驗二則延伸探討敘事性廣告的情境連續性與訊息感官價值對消費者品牌體驗的影響。結果顯示，消費者對廣告的主觀了解、感官處理程度與評價受到訊息感官價值的影響；而敘事性廣告的訊息感官價值與消費者品牌體驗間的關係亦受到廣告的主觀了解與移情的部分中介。最後，本研究根據研究結果提出對實務的建議為品牌商在拍攝敘事性影音廣告時，除了以故事展現消費者可以如何與品牌及產品互動外，同時需注意廣告拍攝的影音效果，才能讓消費者透過觀看由品牌商製作的敘事性廣告產生品牌體驗。

In view of the impact of advertisement on consumers’ response and purchasing behavior toward brands, more and more brand managers hope to communicate brand-related information and build up the connections with consumers through various advertisements. Based on reviewing the literature of the types and effects of advertisements, this study combines the view of situational continuity, message sensation value and transportation theory to investigate the effects of narrative advertisement on consumers’ brand experience. This study conducts one pilot study and two experiments to examine consmers’respones while viewing a new brand’s narrative film advertisement with different combinations of situational continuity and message sensation value factors. The results of pilot study show that, compare to the argumentive advertisement, narrative advertisements can lead to higher level of consumers’ brand experience. Subsequently, the first experiment tests the effect of different situational continuity factors on consumers’ brand experience. The results show that consumers’ subjective comprehension of narrative advertisement is affected by the casual and time continuity of narrative advertisements. Moreover, the effect of casual and time continuity of the narrative advertisement on consumers’ brand experience is mediated by their subjective comprehension and transportation. The second experiment tests the effect of situational continuity and message sensation value on consumers’ brand experience. The results show that consumers’ subjective comprehension of narrative advertisement, sensory processing amount and valence are affected by the message sensation value of the narrative advertisement. Moreover, the effect of message sensation value of the narrative advertisement on consumers’ brand experience is partially mediated by their subjective comprehension and transportation. Finally, the implications of the research findings for brand managers to further understand consumers’ brand experience are included in the study.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 6
第三節 研究情境 7
第四節 論文結構 7
第貳章 文獻探討 9
第一節 敘事性廣告 9
第二節 情境連續性(Situational Continuity) 11
第三節 分析性-整體性消費者思考模式 12
第四節 訊息感官價值 13
第五節 廣告的主觀了解程度 14
第六節 感官處理程度與評價 15
第七節 移情理論(Transportation Theory) 15
第八節 品牌體驗 17
第叁章 研究假設 19
第一節 敘事性廣告對品牌體驗的影響 19
第二節 情境連續性對廣告主觀了解的影響 21
第三節 消費者思考模式對廣告主觀了解的影響 22
第四節 情境連續性影響消費者品牌體驗的中介機制 23
第五節 訊息感官價值對廣告主觀了解與感官處理的影響 24
第六節 情境連續性與訊息感官價值影響消費者品牌體驗的中介機制 25
第肆章 研究方法 27
第一節 前測與實驗素材設計 27
第二節 實驗設計 29
第三節 廣告素材前測 30
第四節 實驗流程 34
第五節 實驗參與者 34
第六節 變數操弄與衡量 36
第伍章 資料分析與討論 42
第一節 試驗性研究 42
第二節 實驗一 44
第三節 實驗二 60
第陸章 結論 85
第一節 研究發現摘要 85
第二節 理論意涵 86
第三節 管理意涵 87
第四節 研究限制與未來研究方向 88
參考文獻 89
附錄一-廣告劇本 99
附錄二-廣告分鏡圖 100
附錄三-試驗性研究前測問卷 104
附錄四-試驗性研究正式問卷 106
附錄五-實驗一正式問卷 109
附錄六-實驗二正式問卷 112

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