臺灣博碩士論文加值系統

廣告頻率效果與消費者觀看完所留記憶程度的多寡，一直是廣告主間的疑問，如何在有限的預算下，利用不同方式提升廣告效果，是學術界與實務界皆欲探討的重點。而廣告訴求大致可分為理性及感性，所造成的說服及溝通效果也有不同，一則好的廣告必須針對產品特性及消費者特徵，設計正確的訴求，以達最佳的溝通效果，為能設計有效的廣告，必須對廣告訴求的效果進行釐清，本研究主要目的為探討理性訴求、感性訴求的廣告效果；以及探討目標產品的廣告撥放的同檔時段出現競爭者時，此一變化對於消費者的影響；最後是廣告涉入程度的高低與記憶效果對於消費者在廣告態度、品牌態度以及購買意願上所產生的影響。
本文採用實驗法進行，探討廣告策略在電視廣告上的影響。廣告策略包含了廣告訴求、廣告播放的頻率、競爭者的有無等三種，因此本研究操弄的變數即為「廣告訴求」、「廣告播放的頻率」、「競爭者的有無」等三個，採用2（訴求：理性、感性）×2（頻率：單一、多重）×2（競爭者：有、無）之組間實驗設計，一共收集了397份有效樣本，希望藉著變數的操弄，瞭解廣告類型適用的時機，並對學術及實務上提供一些建議， 經由實證分析後，結論如下﹕
頻率效果若運用在廣告中可以增加消費者對品牌態度、廣告態度的影響；而競爭效果若出現在廣告中則會導致消費者的廣告態度與品牌態度產生負面的變化；廣告的涉入程度高低也確實影響消費者的觀感，最後導致購買意願的變化。本研究試圖用記憶的角度來看廣告對於消費者的廣告態度與品牌態度的影響，最後得到不論在理性訴求或是感性訴求的廣告下，記憶效果對於品牌態度、廣告態度皆有正向影響的結論。
根據研究結果建議行銷人員不應只著重廣告所發揮的短期效果，對於廣告持續的投入，在長期時，一點一滴改變消費者態度，使得廣告在長期經營下，能發揮其潛移默化的效果。因此，廠商若能規劃長期的廣告投入，可使廣告記憶效果即將消失之際，減緩消費者被其他新進廣告吸引而對原本廣告記憶消退的速度。再者，新進品牌愈來愈多，而新興媒體替代了部分傳統媒體，企業在面臨競爭者不斷地進入市場時，還得思考新興媒體所帶來的更多的不確定性，建議行銷人員應時時檢視自己與競爭者之間的相對地位，才能確保品牌競爭力。

TV advertising has been risen and developed for many years. Businesses all compete with using the mode for raising brand awareness. However, how to achieve better advertising effect within limited budget is the tough work for scholar and marketers.
The study is proceeded in experiment method; three factors “advertising appeals”(rational / emotional), “ads exposure”(single / multiple),“Competitors' ads”(none / single), and are used to compose a 2×2×2 factorial design experiment, furthermore, adopting memory effects like recognition and recall as the independ variables of this study, discussing the variation between different conditions. There are 397 effective questionnaires in the research, and the result showed that advertising frequence effect raised consumers' brand attitude and ads attitude; advertising competition effect lowered consumers' brand attitude and ads attitude. In addition, under high advertising involvement condition, regardless of advertising appeals, consumers induced more positive brand attitudes and ads attitude.
All in all, summary of above results, marketers should not only focus on short run advantages, but also long run advertising investment. Through day-to-day advertising exposure to change or transform consumers' brand attitude. Therefore, the business could plan a long run advertising exposure schedule to lessen the speed of consumers' advertising attenuation. Suggesting the marketers should build up their brand equity and identify the position among competitors to survive in the uncontrolled environment.

目錄
摘要 I
Abstract II
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究對象及限制 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 記憶相關理論 6
第二節 廣告的競爭效果與頻率效果 11
第三節 廣告訴求分類與定義 12
第四節 廣告態度、品牌態度與購買意願的關聯 14
第五節 涉入程度探討 16
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 變數定義與衡量 40
第四節 實驗方法之選擇 41
第五節 實驗設計 41
第六節 實驗流程 44
第七節 問卷設計 45
第八節 資料處理與分析方法 51
第四章 研究結果 53
第一節 實驗前測 53
第二節 信度分析 54
第三節 假說之檢定 55
第五章 結論與建議 69
第一節 結論 69
第二節 管理意涵 70
第三節 研究限制與未來研究建議 72
參考文獻 73
附錄一 前測問卷（感性訴求） 82
附錄一 前測問卷（理性訴求） 84
附錄二 正式問卷（感性訴求） 86
附錄二 正式問卷（理性訴求） 88











表目錄
表2- 1 廣告態度中介模式.............................................................................................................15
表2- 2 涉入定義整理.....................................................................................................................18
表2- 3 涉入分類整理.....................................................................................................................22
表2- 4 涉入衡量方式及構面彙總表.............................................................................................26
表2- 5 產品涉入之相關文獻整合表.............................................................................................27
表2- 6 高、低涉入水準的行為差異.............................................................................................30
表2- 7 涉入程度、品牌差異與產品採用模式 ............................................................................32
表2- 8 不同涉入程度行為比較 ....................................................................................................32
表3- 1 本研究假設彙整.................................................................................................................39
表3- 2 各組實驗人數.....................................................................................................................44
表3- 3 廣告涉入水準之問項.........................................................................................................48
表3- 4 廣告態度之問項.................................................................................................................49
表3- 5 品牌態度之問項 ............................................................................................................50
表3- 6 購買意願之問項.................................................................................................................51
表4- 1 前測─品牌廣告訴求.........................................................................................................53
表4- 2 樣本輪廓.............................................................................................................................54
表4- 3 本研究問卷量表信度.........................................................................................................54
表4- 4 受試者性別影響的檢定.....................................................................................................55
表4- 5 頻率效果與廣告訴求對廣告態度的影響.........................................................................56
表4- 6 頻率效果與廣告訴求對品牌態度的影響.........................................................................56
表4- 7 頻率效果對於廣告態度、品牌態度的敘述統計...............................................................57
表4- 8 假設檢定結果.....................................................................................................................58
表4- 9 競爭效果與廣告訴求對廣告態度的影響.........................................................................59
表4- 10 競爭效果與廣告訴求對品牌態度的影響.........................................................................59
表4- 11 競爭效果對於廣告態度、品牌態度的敘述統計...............................................................60
表4- 12 假設檢定結果...................................................................................................................61
表4- 13 涉入程度與廣告策略對於廣告態度、品牌態度的影響.................................................62
表4- 14 涉入程度分類...................................................................................................................62
表4- 15 廣告涉入程度對於廣告態度、品牌態度的變異數分析.................................................63
表4- 16 假設檢定結果...................................................................................................................63
表4- 17 記憶程度分類...................................................................................................................63
表4- 18 記憶與廣告策略對於廣告態度、品牌態度的影響.........................................................64
表4- 19 記憶效果對於廣告態度、品牌態度的變異數分析.........................................................64
表4- 20 假設檢定結果...................................................................................................................65
表4- 21 廣告態度對於品牌態度的迴歸分析...............................................................................65
表4- 22 廣告態度與品牌態度對於購買意願的多元迴歸分析...................................................66
表4- 23 假設檢定結果...................................................................................................................66
表4- 24 研究假設與研究結果彙整...............................................................................................67

圖目錄
圖1- 1 研究流程圖...........................................................................................................................5
圖2- 1 二階段記憶理論...................................................................................................................7
圖2- 2 三階段儲存記憶模式...........................................................................................................7
圖2- 3 涉入的互動關係.................................................................................................................20
圖2- 4 涉入建構圖.........................................................................................................................24
圖3- 1 本研究觀念性架構圖.........................................................................................................34
圖3- 2 情感轉移理論.....................................................................................................................38
圖3- 3 研究實驗設計圖.................................................................................................................42
圖4- 1 頻率效果與廣告訴求對於廣告態度交互作用圖.............................................................57
圖4- 2 頻率效果與廣告訴求對於品牌態度交互作用圖.............................................................58
圖4- 3 競爭效果與廣告訴求對於廣告態度交互作用圖.............................................................60
圖4- 4 競爭效果與廣告訴求對於品牌態度交互作用圖.............................................................61

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