臺灣博碩士論文加值系統

在這資訊爆炸的時代，廠商如何讓消費者在短時間或是大量的資訊裡，就能對商品有較強的注意力與回憶，迅速增加消費者對產品、品牌的印象？有效的運用資訊就成為一項重要的課題，科技性術語的概念就由此而生。所謂的科技性術語，所代表的就是最不熟悉，卻也最有專業感受的詞彙，利用這些簡短且特殊的詞彙，得以讓廠商與消費者之間，建立一種溝通訊息的管道。但由於過去針對科技性術語的研究相當缺乏，因此本研究率先探討科技性術語使用個數、解釋程度與產品類別的交互作用下，會對廣告效果造成何種影響。
本研究採用問卷收集方式，以翻譯機、牛仔褲、咖啡、洗髮精為實驗材料，發現在不使用任何科技性術語的情況下，受測者表現出較高的購買意願，使用兩個科技性術語並解釋其原因與用途時，卻可以帶給受測者較高的知覺品質；而對理性購買動機商品的廣告來說，若使用科技性術語之下並解說其用途與原因，會比只解說用途或都不解說帶來較高的廣告態度、產品態度與知覺品質；對感性購買動機商品的廣告上，若不解說所使用之科技性術語的用途與原因，會比解說其用途與原因或只解說用途導致較高的產品態度、購買意願與知覺品質。

In this ear of information explosion, how manufacturers impress customers and improve the brand image in a short time? How to effectively use information to communicate with customers becomes an important subject, and the concept of the technological terminology originated. Technological terminology represents the most unfamiliar but professional term. Using simple and special terms with high-tech image, firms can set up an information communication channel between manufactures and customers. Few previous researches addressed technological terminology, so this study initiates to discuss how the interaction between the number and explanation of technological terminology and product categories influence advertising effects.
This study uses questionnaires and takes the electronic dictionary, blue jeans, coffee and shampoo as stimuli. It’s found that without using the technological terminology, subjects report a higher purchase intention. When two technological terminologies are presented with explanations on their effects and reasoning, subjects perceive a higher quality. When ‘rational’ goods are advertised, explanations in detail on effects and reasoning of technological terminologies result in better attitudes toward ads and products and perceived quality. On the other hand, when ‘emotional’ goods are advertised, avoiding to use technological terminology can trigger better attitudes toward products, purchase intention and perceived quality.

指導教授推薦書…………………………………………………………
口試委員會審定書………………………………………………………
長庚大學博碩士紙本論文著作授權書…………………………………
誌謝……………………………………………………………………...iv
中文摘要…………………………………………………...….…….…...v
英文摘要………………………………………………………………...vi
目錄………………...…………………………………………….….….vii
第一章 研究動機………………………………………………..……..1
第二章 研究架構與假說…………………………….………….….….4
第三章 研究設計…………………………….……….………………..7
3.1 實驗設計……………………………….……………….…..…...7
3.2 廣告設計……………………………….…………………...….12
3.3 問卷設計……………………………….…………………...….15
第四章 資料分析……………………….……………………….…....18
第五章 結論與建議…………………………………………….….....23
參考文獻…………………………………..………………………..…..26
附錄…………………………………………..……………………..…..31
圖表目錄…………...…………………………………………………...ix
圖表目錄
圖1-1 研究流程………………………………………………………..3
圖2-1 概念架構圖……………………………………………………..4
圖3-1 實驗廣告………………………………………………………14
表3-1 問卷回收統計…………………………………………………..7
表3-2 人口統計變數表………………………………………………..8
表3-3 實驗設計………………………………………………………..9
表3-4 各實驗材料前測之科技性術語………………………………10
表3-5 各實驗材料所選擇之科技性術語結果………………………10
表3-6 各實驗材料之科技性術語……………………………………13
表3-7 一個科技性術語分組…………………………………………11
表3-8 一個科技性術語分組驗證結果………………………………11
表3-9 構念之相關係數平方…………………………………………15
表3-10 信效度分析…………………………………………………..17
表4-1 主效果與交互效果……………………………………………18
表4-2 假說一檢定結果彙整…………………………………………19
表4-3 假說二檢定結果彙整…………………………………………20
表 4-4 不使用科技性術語與使用科技性術語但不解釋之檢驗………………………………………………………..………………21
表 4-5 假說三檢定結果彙整………………………………………...21

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