臺灣博碩士論文加值系統

橫幅廣告一直以來都是網路上最常使用的廣告方式，而過去便陸續有學者提出消費者在瀏覽網頁時，會產生廣告避免行為，對於消費者而言，網頁的架構已經在他們腦內形成基模，使他們能輕易避開不重要的資訊，如何讓他們再次觀看橫幅廣告、提升橫幅廣告的效果是現在網路發達的社會中必須考慮的問題。本研究主要研究目的有兩個，第一，當橫幅廣告形狀改變時，是否會透過基模不一致性對喚起與注意的影響，進而獲得較高的廣告凝視行為，第二，由於基模的建構會隨時間、經驗和學習累積，我們好奇廣告形式的改變是否會隨著曝光時間增加而降低消費者的橫幅廣告凝視行為
本研究使用實驗設計法，實驗一，操弄橫幅廣告形狀與消費者基模的一致性，透過眼動儀測量眼球凝視橫幅廣告的次數與時間；實驗二，在實驗一結束後，使觀看橫幅廣告與消費者基模不一致的受試者，重複觀看形狀與消費者基模不一致之橫幅廣告，再測量眼球凝視橫幅廣告的次數與時間，比較前後兩者的差異。
透過本次研究，證實透過改變消費者基模能獲取目光，增加橫幅廣告效果，但橫幅廣告形式必須不斷的變化，否則最終，廣告效果還是會漸漸削弱。

Banner is the most common way to advertise on the Internet. Previous studies suggested that consumers seem to avoid looking at banners when they visit the website. For consumers, the frame of website has already become a schema in their brain and made them ignore unimportant information in their visual field. Nowadays, in the advanced networking, we need to consider that the problem: how to make them look at the banner again and increase the internet advertising effect.There are two purposes in the present study. Firstly, do participants get higher gaze behavior on the banner through the effect to arousal and attention on schema incongruity when the shape of banner changed? Secondly, due to the construction of schema was accumulating by time, experiences and learning, we are curious about the question that do the change of banner decrease consumer`s gaze behavior by increasing the exposure.
In this thesis, we use the experimental design. In the experiment one, we examined eyes movements, including number and duration of fixations based on manipulating the consistency of the consumer’s schema and the shapes of the advertising banner and schema. In experiment two, we’ll make the participants who had viewed the banners that incongruity of consumer schema to review the banner that the incongruity of consumers schema again, then, examine the number and the duration of gaze behavior after experiment one. We’ll compare what is the difference between the first time while watching the banners and the last time.
Through this thesis, we can affirm that it is possible to retain the explosion, increase the effect of banners by changing the consumers’ schema. However, the banners must change constantly or the effect of the advertisement still will decrease eventually.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第二章　　文獻回顧．．．．．．．．．．．．．．．．． 3
　　第一節　　橫幅廣告．．．．．．．．．．．．．．． 3
　　第二節　　基模一致性理論．．．．．．．．．．．． 4
第三節 基模形成之歷程．．．．．．．．．．．．7
第三章　　研究方法．．．．．．．．．．．．．．．．． 9
　　第一節　　實驗一．．．．．．．．．．．．．．．． 9
　　第二節　　實驗二．．．．．．．．．．．．．．．． 12
　　第三節　　受試者招募．．．．．．．．．．．．．． 15
第四章　　實證結果．．．．．．．．．．．．．．．．． 16
　　第一節　　受試者描述性統計．．．．．．．．．．． 16
　　第二節　　假說檢定－實驗一．．．．．．．．．．． 16
　　第三節　　假說檢定－實驗二．．．．．．．．．．． 17
第五章　　結論．．．．．．．．．．．．．．．．．．． 20
　　第一節　　研究結果說明．．．．．．．．．．．．． 20
　　第二節　　理論與實務意涵．．．．．．．．．．．． 21
參考文獻　．．．．．．．．．．．．．．．．．．．．． 22

一、中文部分
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