臺灣博碩士論文加值系統

在現有的文獻中，大多主張且證明功能性商品適合採用理性廣告來向消費者介紹產品功能與優點 (Geuens, Pelsmacker, & Faseur, 2011)，但因現代消費者已經不再單純是商品、服務的需求者，除功能性外，消費者更重視心靈的感動，希望透過消費展現個人特色、主張、彰顯自我價值，因此現代企業的行銷模式越來越重視感性行銷，我們也可以發現市面上許多功能性商品開始在廣告中使用感性訴求的元素。
近年來台日交流互動頻繁，廉價航空興起更帶動國人至日本旅遊的風潮，因此台灣消費者可說是零時差的接收來自日本的廣告及商品訊息，因此本研究選擇台日兩地的廣告做比較與探究。而由於3C產品已經是現代人生活中不可或缺的工具，網路廣告也因此成為各企業及品牌的兵家必爭之地，為使研究結果更具比較意義，本研究選擇同為台日兩國規模最大且均為美國YAHOO!網路公司旗下之入口網站「YAHOO!奇摩」及「YAHOO!JAPAN」首頁上的橫幅廣告作為研究及比較之對象。
本研究將透過案例收集及內容分析了解
(一) 廣告中使用感性元素之功能性商品類別
(二) 功能性商品廣告使用感性元素之執行手法
(三) 台灣及日本兩地在感性廣告設計概念上的相異之處及其特色

Per the existing literature (Geuens, Pelsmacker, & Faseur, 2011), utilitarian goods are more suitable for rational appeals. But consumers are not just need the goods' function or services now. They pay more attention to the moving, want to show their personal characteristics, advocate and highlight the value of self-expression via shopping. Therefore, the modern marketing strategy is more and more attention to emotional marketing. We also can find many of the functional products star to use the emotional appeal in the advertisement.
Now, computer, communication and consumer electronics are indispensable tools in modern life. Internet advertising has also played an important role for every enterprise. In recent years, communication between Taiwan and Japan is more and more frequently. We can say Taiwan's consumers receive advertising and merchandise messages from Japan without any time difference. Therefore, this study selected the banner ads on YAHOO!TAIWAN and YAHOO!JAPAN as a study sample.
This study will be use content analysis to realize:
1. The category for functional goods that use emotional appeals in advertisement.
2. The emotional elements in functional goods' advertisement.
3. The differences between Taiwan and Japan's emotional appeals.

第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討
第一節 產品屬性與分類 5
第二節 廣告訴求 10
第三節 理性與感性訴求之適用性 13
第四節 感性訴求之情緒元素 15
第三章 研究方法
第一節 研究方法 17
第二節 研究設計 20
第四章 結果分析
第一節 數據整理與分析 22
第二節 樣本內容分析 27
第三節 歸納整理與比較 51
第四節 日本企業與品牌偏好使用感性訴求廣告之探究 61
第五章 研究結論與建議
第一節 研究發現與結論 65
第二節 研究建議 67
參考文獻 69

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