臺灣博碩士論文加值系統

在傳統的廣告媒體中，廣告主常使用廣告及直接經驗(direct experienct/DE)將產品訊息傳遞給消費者。其中，當廣告應用在以搜尋屬性為主要特徵的產品上時，會獲致較好的廣告效果；而當產品是以經驗屬性為主要特徵時，應以直接經驗為廣告手法會獲得較好的廣告效果。
網際網路是新興的廣告媒體。將上述兩項廣告手法應用在網際網路上時，直接經驗的傳遞將會受到網路科技的限制而無法將產品的經驗屬性完全地傳播給網路使用者。而將產品的經驗屬性以數位化的方式在網路上傳遞—此種方式稱為虛擬直接經驗(vitrual direct experience/VDE)—這點也是虛擬直接經驗與直接經驗最大的不同處；然而虛擬直接經驗是否能在其廣告媒體上獲致如同直接經驗的廣告效果仍有疑異。另外，產品品牌知名度也是影響網路使用者制定決策的重要影響因素之一。因此本研究以網路廣告效果為主題探討下列問題：虛擬直接經驗是否對網路廣告效果有影響?在提供虛擬直接經驗的前提下，廣告產品的經驗屬性數位化程度及品牌知名度是否對網路廣告效果有影響?此三因子間是否存有交互作用?
本研究是採用2(有、無虛擬直接經驗)×2(經驗屬性高、低數位化程度)×2(高、低知名度品牌)三因子實驗設計。在經過三階段的前測，選出適合進行實驗之實驗商品—電影及牛仔褲，與實驗工具—電影預告片、牛仔褲廣告片後，以敘述性統計，Spearman相關分析，t檢定，一因子、二因子、三因子ANOVA及三因子MANOVA檢測研究假設；實驗的有效樣本共240人。
研究結果顯示，有提供虛擬直接經驗之廣告效果較沒有提供者較佳；另外，在有提供虛擬直接經驗的前提下，產品經驗的數位化程度及品牌知名度對網路廣告效果皆有部分顯著影響；而此三因子對廣告效果的交互作用是不存在的。

In traditional physical advertising channel, firms use advertising massages and direct experienct(DE) as two common sources of information to communicate with consumers about products. Advertisng has been found to be superior at communicating search attribute beliefs and DE has been found to be superior at fostering experiential attribute beliefs.
The Internet has created a new communication environment for advertising campaigns. If we use these two ways that mention above to commuiate with Internet users about products, one of these two ways—DE will be somewhat limited, particularly in relation to experience products. But the Internet technology offers firms to digitalize experiential attributes in multimedia formats that we called vitrual direct experience(VDE) and that’s one of the key advantages of on-line advertising over traditional advertising. However, there are still questions about whether VDE can provide similar ad message effectiveness an DE. In addition, brand awareness is another important factor affecting Internet user’s decision. Consequently, this study takes the on-line AD message effectiveness as main object to explore the subjects as follows: Will VDE affects on-line AD message effectiveness? In VDE based, whether degree of digitalization of experiential attributes and brane awareness affect on-line ad message effectiveness? Does there exist interaction effects between the three factors?
The subjects are randomly assigned to one of each experimental manipulation in a 2 (VDE vs. no—VDE )×2 (high vs. low degree of digitalization of experiential attributes)×2 (high vs. low brane awareness) factorial design. After three times of pretest to choose appropriate experiment products the descriptive statistics, Spearman relation analysis, regression analysis , T-test, one-way ANOVA, two-way ANOVA, three-way ANOVA, and three-way MANOVA are used to testify the proposed hypotheses. The vaid samples are 240.
Results support that on-line ads employing VDE are more effective than on-line ad alone. Furthermore, the results indicate that there are part of differences between the on-line ad message effects of VDE based upon the proportion of digitizable of experiential attributes and brane awareness. But there do not exist interaction effects between the three factors.

謝　　辭 I
論文提要內容： II
ABSTRACT III
目 錄 V
圖 次 VII
表 次 VIII
第一章 緖論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 網路廣告特性 5
第二節 產品屬性 15
第三節 虛擬直接經驗 19
第四節 品牌 22
第三章 研究設計 24
第一節 研究架構與假設 24
第二節 變數之操作性定義 28
第三節 研究設計 30
第四節 正式施測與實驗操作 39
第五節 信度與效度檢測 42
第四章 實証分析 45
第一節 敘述性統計 45
第二節 網路廣告效果分析 47
第三節 虛擬直接經驗之網路廣告效果 47
第四節 虛擬直接經驗在不同產品經驗屬性數位化程度下之效果 48
第五節 品牌知名度的干擾效果檢測 55
第六節 三因子實驗設計驗證 59
第五章 結論與建議 63
第一節 研究結果 63
第二節 研究貢獻 68
第三節 研究限制與建議 71
參考文獻 73
一、中文部份 73
二、英文部份 73
附錄一 第一階段前測問卷 78
附錄二 第二階段前測問卷 80
附錄三 第三階段前測---牛仔褲 82
附錄四 第三階段前測---電影 84
附件五 正式問卷---牛仔褲 86
附件六 正式問卷---電影 89
附件七 實驗網路廣告內容 92

一、中文部份
1.王瑞之(1995年7月)，平面媒體入侵WWW，網路通訊，200，68-72。
2.吳泓哲(2001)，直接經驗與廣告對消費者認知、情感及行為意向之影響—以台灣國產品牌水果為個案研究，國立中興大學行銷研究所碩士論文。
3.周文賢(2004)，多變量統計分析—SAS/STAT使用方法，台北：智勝。
4.林建瑋(2004)，廣告代言人、事實訊息線索與知識結構對廣告訊息理解效果之影響，國立嘉義大學管理研究所碩士論文。
5.邱皓政(2005)，社會與行為科學的量化研究與統計分析—SPSS中文視窗版資料分析範例解析，台北：五南。
6.洪賢智(2002)，廣告原理與實務，台北：五南。
7.陳曉莉(2005年1月21日)，臺灣MSN去年廣告營收成長9成，iThome電腦報。
8.黃馨瑤(1999)，內容網站型態與橫幅廣告表現方式對廣告效果之影響，國立政治大學資訊管理研究所碩士論文。
9.褚國廷(2004)，網頁廣告初探性研究—以台灣網頁廣告為例，國立臺北大學企業管理研究所碩士論文。
10.2004台灣網路使用調查。蕃薯藤網路調查。檢索日期：94年3月16日，取自：http://survey.yam.com/survey2004/index.html
二、英文部份
1.Aaker, David A.(1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.
2.Alba, L. W.,and J. W. Hutchinson (1987) “Dimensions Of Consumer Expertise.” Journal of Consumer Research, Vol.13, no.4, PP.411-454.
3.Andersen, Esben Sloth(1994), “The Evolution of Credence Goods: A Transaction Approach to Product Specification and Quality Control.” MAPP Working Paper, No. 21, Aarhus School of Business, Denmark.
4.Baker, Michale J., and Gilbert A. Churchill Jr. (1977), “The Impact of Physically Attractive Models on Advertising Evalustions”, Journal of Marketing Research, Vol.14, no.4, PP.538-555.
5.Bauer, Raymond A. (1960), “Consumer Behavior as Risk Taking” in R. S. Hancock(ed.), Dynamic Marketing for a Changing World, Chicago: AMA, PP. 389-398.
6.Beltramini, Richard F., and Kenneth R. Evans (1985), “Rerceived Believability of Research Results Information in Advertising” Journal of Advertising, Vol. 14, no.3, PP. 18-31.
7.Bem, D. J. (1972), “Self –Perception Theory” in L. Berkowitz (Ed.). Advances in Experimental Social Psychology, Vol. 6, New York: Academic Press, PP.1-62.
8.Biswas, Abhijit , and Scot Burton (1993), “Consumer Perceptions of Tensile Price Claims in Advertisements: An Assessment of Claim Types Across Different Discount Levels” Journal of the Academy of Marketing Science, Vol.21, Summer, PP. 217-229.
9.Brucks, M. (1985) “The Effect of Product Class Knowledge on Information Search Behavior ” Journal of Consumer Research, Vol.12, no.1, PP.1-16.
10.Dick, Alan; Dipankar Chakravarti; and Gabriel Biehal (1990), “Memory-Based Inferences During Choice,” Journal of Consumer Research, Vol. 17 , no. 1, PP. 82-93.
11.Dodds, William B.; Kent B. Monroe; and Dhurv Grewal (1991), “The Effects of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, Auguest, PP. 307-319.
12.Ducoffe, R. H. (1996), “Advertising Value and Adverting on the Web.” Journal of Advertising Research, PP. 21-35.
13.Ernst & Young (1999). Global online retailing: A special report, Retrieved.
14.Fazio, R. H. , and M. P. Zanna (1981), “Direct Experience And Attitude-Behavior Consitency.” in L. Berkowitz (ed.), Advances in Experimental Social Psychology , Vol. 14, NY: Academic Press, PP. 161-202.
15.Franke, George R.;Bruce A. Huhmann; and David L. Mothersbaugh(2004), “Information Content and Consumer Readership of Print Ads: A Comparison of Search and Experience Products.” Academy of Marketing Science, Vol.32, no.1, PP.20-31
16.Griffith, David A. and Qimei Chen (2004), “The Influence of Virtual Direct Experience (VDE) on On-line AD Message Effectiveness.” Journal of Adverising , Vol.33, no.1, PP.55-68.
17.Heeler, R. M. (1972), “The Effect of Mixed Media, Multiple Copy, Repetition, and Competition in Advertising: A Laboratory Investigation” Ph.D. dissertation, Stanford University, Graduate School of Business.
18.Hoffman, D. L. and T. P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Model” Journal of Marketing, Vol.60, no.3, PP. 50-68.
19.Holbrook, M. B. and J. A. Howard (1977), “Frequently Purchased Nondurable Goods and Services, in Selected Aspects of Consumer Behavior,” in Robert Ferber (ed.), Washington DC: National Science Foundation, PP. 189-222.
20.IAB (2004), “IAB Internet Advertising Revenue Report 2003 Full-Year and Fourth Quarter Results,” http://www.iab.com/resources/ad_revenue.asp
21.IAB (2004), “Q3 2004 Internet Advertising Revenues Total Over $2.4 Billion Fourth Record-Setting Quarter,” http://www.iab.net/news/pr_2004_11_15.asp
22.Jacoby, J. and Kaplan L. B. (1972), “The Components of Perceived Risk,” in M Venkatesan (ed.),Advances in Consumer Research , Chicago, PP. 382-383.
23.Kassarjian, Harold H.(1981), “In Memoriam,” Journal of Consumer Research, Vol. 8, no.3, PP. 230-232.
24.Kempf, Deanna S. and Robert E. Smith (1998), “Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach.” Journal of Marketing Research, Vol.31, no.3, PP.325-338.
25.Kempf, DeAnna S. and Russell N. Laczniak (2001) “Advertising's Influence on Subsequent Product Trial Processing” Journal of Advertising ,Vol. 30, no. 3, PP. 27-39.
26.Kotler, Philip (1996), Marketing management：An Asian perspective, Singapore：Prentice Hall.
27.Kotler, Philip; Ang. S. H.; Leong S. M.and T. C.Tan (1999), Marketing management：An Asian perspective, 2nd ed., Prentice Hall Inc.
28.Krugman, Herbert E. (1965), “The Impact of Television Advertising: Learning Without Involvement” Public Opinion Quarterly, Vol.29, no.3 , PP. 349-356.
29.Kuchinskas, S. (2000), “The End of Marketing” Regis McKenna , November 14, PP. 134-139.
30.LANDS’ END, http://www.landsend.com/
31.Lavidge, Robert J. and Gary A. Steiner (1961), “A Model for Predictive Measurements of Advertising Effectiveness” Journal of Marketing, Vol. 25, October, PP. 59-62.
32.Luthans, F.(1998), Organizational Behavior, Singapore: Mcgraw-Hill.
33.Machleit, K. A. and R. D. Wilson (1988), “Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familarity and Repetition,” Journal of Advertising, Vo. 17, no.3, PP.27-35.
34.Marks, Lawrence J. and Michael A. Kamins(1988), “The Use of Product Sampling and Advertising: Effect of Sequence of Exposure and Degrdd of Advertising Claim Exaggeration on Consumers’ Belief Strength, Belief Confidence and Attitudes,” Journal of Marketing Research, Vol. 25, no. 3, PP. 266-282.
35.Meeker, M. (1996), The Internet Advertising Report, New York: Morgan Stanley and Co..
36.Meeker, M.(1997), The Internet Advertising Report, New York: Harper Business.
37.Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing Research, Vol.18, August , PP.318-332.
38.Mixon, Franklin G.. Jr. (1999)“Customer Return Policies for Experience Goods: The Impact of Product Price and Consumer Search Costs on Seller-Provided Informational Cues.” Applied Economics, Vol.31, March, PP.331-336.
39.Munch, James M.; Gregory W. Boller, and John L. Swasy (1993), “The Effects of Argument Structure and Affective Tagging of Product Attitude Formation”, Journal of Consumer Research.,Vol.20, no.2, PP.294-302.
40.Murray, Keith B. (1991), “A Test of Services Marketing Theory: Consumer Information Acquisition Activities.” Journal of Marketing , Vol.55, no.1, PP.10-25.
41.Murray, Keith B.and John L. Schlaccter (1990), “The Impact of Services Versus Goods on Consumers’ Assessment of Perceived Risk and Variability”, Journal of the Academy of Marketing Science, Vol.18, no.1, PP. 51-65.
42.Nelson, Phillip. (1970), “Information and Consumer Behavior.” Journal of Political Economy, Vol.78, March/April, PP.311-329.
43.Nelson, Phillip. (1974), “Advertising as Information.” Journal of Political Economy, Vol.82, July/August, PP.729-754.
44.Norton, Seth W. and Will Norton Jr.(1988) “An Economic Perspective on the Information Content of Magazine Advertisements,” International Journal of Advertising, Vol.7, PP.138-148.
45.Novak, Thomas P.; Donna L. Hoffman; and Yiu-Fai Yung (2000), “Measuring the Customer Experience in Online Environments: A Structural Modeling Approach,” Marketing Science, Vol. 19, no. 1, PP. 22-42.
46.Peterson, Robert A.; S. Balasubramanian; and B. J. Bronnenberg(1997), “Exploring the Implications of the Internet for Consumer Marketing,” Journal of the Academy of Marketing Science, Vol. 25, no. 4, PP. 329-346.
47.Petty, Richard E.; John T. Cacioppo and David Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research.,Vol.10, no.2, PP. 135-146.
48.Rao, A. R. and K. B. (1988) “Monroe The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations”, Journal of Consumer Research.,Vol.15, no.2, PP.253-264.
49.Ray, Michael L.(1973), “Marketing Communications and the Hierarchy-of-Effects,” in P. Clarke (ed.), New Models for Mass Communication Research, Beverly Hills, CA: Sage Publishing, PP. 147-176.
50.Rothschild, M. L. (1974),“The Effect of Political Advertising on the Voting Behavior of a Low-Involvement Electorate” Ph.D. dissertation, Stanford University, Graduate School of Business.
51.Sawyer, Alan G.(1971), “A Laboratory Experimental Investigation of the Effects of Repetition of Advertising” unpublished Ph.D. dissertation, Stanford University.
52.Singh, Mandeep; Siva K. Balasubramanian and Goutam Chakraborty (2000), “A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience.” Journal of Advertising, Vol.29, no.4, PP.59-75.
53.Smith, Robert E (1993) ,“Integrating Information from Advertising and Product Trial: Processes and Effects on Consumer Response to Product Information.” Journal of Marketing Research ,Vol.30, no.2, PP.204-219.
54.Smith, Robert E. and William R. Swinyard (1982), “Information Response Models: An Integrated Approach.” Journal of Marketing, Vol.46, no.4 , PP.81-93.
55.Smith, William K and Robert E. (1993) “Advertising Claim Objectivity: Antecedents and Effects Darley” Journal of Marketing, Vol. 57, no. 4, PP. 100-113.
56.Ward, R. Michael and J. Michael Lee (2000), “Internet Shopping, Consumer Search and Product Branding”Journal of Product and Brand Management, Vol. 9, No. 1, PP. 6.
57.Wright, Alice A. and John G. Lynch Jr. (1995) “Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present.” Journal of Consumer Research, Vol.21, no.4, PP.708-718.
58.Zaichkowsky, J.L. (1985), “Measuring the involvement construct”, Journal of Consumer Research.,Vol.12, PP.341-52.
59.Zeff, R. and A.Brad (1999), Advertising on the Internet Second Edition, New York: John Wiley and Sons.