臺灣博碩士論文加值系統

「科技專業屬性」為科技創新擴散運用下的結晶，消費者並不瞭解其屬性內涵。其代表實用性功能的提升，可與不同科技專業背景蘊孕而生之產品屬性彙整於單一產品，彼此獨力運作而不互斥，是產品的核心價值，故成為廣告訴求重點之一，不斷推陳出新。
本研究目的為：
一、探討科技性術語之各種廣告型態對廣告溝通效果的影響。
二、探討FCB模型之產品類別對廣告溝通效果的影響。
三、探討科技性術語之各種廣告型態與FCB模型之產品類別交互作用對廣告溝通效果的影響。
本研究利用書面問卷，以長庚大學商學院研究所及大學部學生為抽樣對象，選定翻譯機、牛仔褲、洗髮精、咖啡為實驗產品，進行資料蒐集，回收率達83%，經統計分析評估後，產生下列影響：
一、技術性術語的使用在廣告態度上，只能在「資訊性」一項，獲得較高的評價，唯「娛樂性」、「干擾性」仍有待改進。
二、若能針對科技性術語所代表之產品屬性內涵加以說明，可有效提升廣告態度。
三、採中文科技性術語可於理智型產品(翻譯機)之廣告態度上獲得最佳評價。

Technology-based attributes of a product are achievements of technological innovation, which connotations consumers cannot comprehend entirely. Those attributes coming from different scientific domains express a great improvement on practical function and are mutual noninterference. Because being the core value of a product, those attributes turn into the focus of the advertising appeal.
The purposes of this thesis are shown below:
First, are the use and explanations in connection with the technology-based terminology standing for technology-based attributes advantageous to advertising communication effect?
Second, do four product classifications according to FCB model result in different advertising communication effect?
Third, analyze the interaction between three advertising forms of technology-based terminology and four product classifications according to FCB model in advertising communication effect.
The questionnaires in written form are used to gather the data. Sampling objects are students at Department of Business Administration in Chang Gung University. Experimental products are blue jeans, shampoo and coffee. The receive rate of questionnaires is more than 83%. After the statistic analysis and evaluation, we get some important results shown below:
First, the use of technology-based terminology only makes for “informativeness” of advertising attitude. “Entertainment” and “Irritation” are required to ameliorate and enhance.
Second, detailed descriptions about the connotation of the technology-based terminology in static advertisements are helpful to advertising attitude.
Third, technology-based terminology written in Chinese leads to the best grade for “rational product.”

第一章 緒論
1.1 研究背景與動機………………………………………………………1
1.2 研究目的………………………………………………………………2
1.3 研究架構與方法………………………………………………………2
1.3.1 研究架構………………………………………………………… 2
1.3.2 研究方法………………………………………………………….3
1.4 研究範圍與限制………………………………………………………4
1.4.1 研究範圍………………………………………………………….4
1.4.2 研究限制………………………………………………………….4
1.5 研究流程………………………………………………………………4
第二章 文獻探討
2.1 科技專業屬性…………………………………………………………7
2.1.1 科技專業屬性之定義…………………………………………….7
2.1.2 科技專業屬性之各種廣告型態…………………………………12
2.2 FCB模式與相關理論的整合……………………………………… 14
2.2.1 涉入理論…………………………………………………………14
2.2.2 腦測化理論………………………………………………………19
2.2.3 FCB模型………………………………………………………… 20
2.3 廣告效果…………………………………………………………… 27
第三章 研究方法
3.1 研究架構…………………………………………………………… 31
3.2 研究假說…………………………………………………………… 32
3.3 變數的定義………………………………………………………… 36
3.4 研究設計…………………………………………………………… 38
3.4.1 實驗設計…………………………………………………………38
3.4.2 廣告設計…………………………………………………………38
3.4.3 問卷設計…………………………………………………………41
3.5 問卷收集過程……………………………………………………… 46
3.5.1 研究對象…………………………………………………………46
3.5.2 預先測試…………………………………………………………46
3.5.3 抽樣方法與過程…………………………………………………46
3.5.4 問卷回收…………………………………………………………46
3.6 資料分析方法……………………………………………………… 47
3.6.1 因素分析…………………………………………………………48
3.6.2 信度分析…………………………………………………………49
3.6.3 二因子變異數分析………………………………………………51
第四章 資料分析
4.1 問卷量表分析……………………………………………………… 52
4.1.1 涉入量表資料分析………………………………………………52
4.1.2 購買動機量表資料分析…………………………………………54
4.2 FCB模型之產品類型分析……………………………………………57
4.3 廣告溝通效果檢定………………………………………………… 59
4.3.1 科技性術語使用與否之廣告溝通效果檢定……………………59
4.3.2 科技性術語解釋與否之廣告溝通效果檢定……………………60
4.3.3 科技性術語語文形式之廣告溝通效果檢定……………………61
4.4 廣告態度檢定……………………………………………………… 62
4.4.1 科技性術語使用與否之廣告態度檢定…………………………62
4.4.2 科技性術語解釋與否之廣告態度檢定…………………………63
4.4.3 科技性術語語文形式之廣告態度檢定…………………………65
4.5 產品態度檢定……………………………………………………… 67
4.5.1 科技性術語使用與否之產品態度檢定…………………………67
4.5.2 科技性術語解釋與否之產品態度檢定…………………………69
4.5.3 科技性術語語文形式之產品態度檢定…………………………71
4.6 購買意願檢定……………………………………………………… 73
4.6.1 科技性術語使用與否之購買意願檢定…………………………73
4.6.2 科技性術語解釋與否之購買意願檢定…………………………74
4.6.3 科技性術語語文形式之購買意願檢定…………………………76
第五章 結論與建議
5.1 研究結論…………………………………………………………… 78
5.2 行銷上之意涵……………………………………………………… 81
5.3 後續研究建議……………………………………………………… 82
參考文獻……………………………………………………………………83
附錄…………………………………………………………………………87

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