臺灣博碩士論文加值系統

近年來台灣教育普及的程度日益提升，資訊的流通迅速且內容多元，因此消費者也比以往更能接受一些新的事物及訊息。在這樣的情況下我們可以發現，越來越多的廣告會採用技術性術語，企圖使消費者能對該廣告產生好感（廣告態度），並對廣告中的品牌產生正面的偏好（品牌態度），更重要的是，進而提升消費者購買該產品的可能性（購買意向）。
所謂的技術性術語是指一項針對產品功能本身以科技為基礎的廣告訊息，但消費者不見得能完全了解技術性術語的含意。例如常見含技術性術語的廣告有手機的GPRS系統、飛柔洗髮精的ZPT去頭皮屑成份、SK II化妝品的PITERA以及汽車的ABS系統等等，使用的層面相當廣泛，本研究將以產品的創新性為基礎，分別探討當產品創新性不同時，技術性術語的使用是否會產生不同的廣告效果。
究的目的在於針對以下幾點能有更清晰的認識與了解：（1）技術性術語的使用是否能產生較佳的廣告效果；（2）技術性術語採用的方式不同，會對廣告效果產生何種影響，以及（3）技術性術語用於創新性不同的產品時，會產生何種效果。針對以上各點，本研究最後所獲得之實驗結果如下：（1）在廣告中採用技術性術語確實能提升廣告效果；（2）技術性術語採用的形式在不同情況下會產生不同的廣告效果，以及（3）產品創新性的高低會影響技術性術語在不同使用情況下的廣告效果。

Recent years, people have been educated well and absorbed new knowledge increasingly. Knowledge and new information are delivered fast and more. Thus, the consumers of nowadays can receive some new information and events easily.
Under this circumstance, we can find out that there are more and more terminology, another word for technical terms, using in the advertisements. That makes consumers interesting well to those advertisements (attitude toward the advertising; Aad). Also, the influences of the advertisements will give them some impressions positively for products（attitude toward the brand; Ab）. More importantly, the influents can push the consumers up to buy those products by any chance（purchase intention）.
Regarding the topic of this document, terminology is a perspective of understanding about a product, which is base on scientific specification or technology in an advertisement. However, consumers might wander what is the meaning of that product’s technical term. For example, the most terminology words of a product in advertisements are about the GPRS system of a cell phone, the ZPT ingrediention for dandruff in shampoo of pert plus, the PITERA of SK II makeup product, and the ABS system of an automobile, etc. Those usage levels are quiet broad in terms. This research document will organize some product innovation as foundation, and discuss about its differences of innovation and of its terminology in usage to determine the results of the advertisement effect.
The purpose of this research document is aiming on three major points to understand and to know clearly:
1. Are there best effects in commercial advertisements for using some certain terminology words?
2. How is difference of effects in commercial advertisements for using different terminology words?
3. How is difference of effects in different products that have innovation of using terminology words?
Therefore, for those points of questions above, this research document will represent the results of those examinations that has listed in the following at last:
1. It does raise the effect when the certain terminology for a product is being used in the commercial advertisement.
2. It does show the differences of the effects from the commercial advertisement when the terminology is being used in a certain different status.
3. In different status of using the certain terminology in its effective of commercial advertisement, the product innovation will be affected by the certain usage of the terminology.

目錄
第壹章、緒論………………………………………………………..1
一、研究背景與動機………………………………………………..1
二、研究目的……………………………………………………….2
三、研究範圍及研究對象…………………………………………..3
四、研究流程………………………………………………………..4
第貳章、文獻探討. …………………………………………...…….6
一、創新性產品……………………………………………………..6
二、技術性術語……………………………………………………12
三、消費者態度…………………………………………..………..23
第參章、研究架構與方法………………………………………41
一、研究架構………………………………………………………41
二、變數的操作型定義與衡量…………………………...……….41
三、實驗設計………………………………..………………...…. 44
四、研究假說……………………………………………..……….47
五、實驗方式……………………………………………………....53
第肆章、研究分析與結果………………………………………54
一、樣本描述………………………………………………………54
二、信度與效度分析………………………………………………55
三、技術性術語使用與否之檢定…..……………………………..57
四、技術性術語解釋與否之檢定…………………………......…. 61
五、技術性術語的中英文形式之檢定...………………………….65
六、技術性術語的使用數量之檢定………………………………69
七、產品創新性高低之廣告效果檢定……………………………73
第伍章、結論與建議…………………………………………….75
一、研究結果之推論與解釋………………………………………75
二、研究建議….…………………………………………………...88
三、研究限制………………………………………………………92
文獻探討…………………………………………………………..…94
附錄一：實驗廣告………..………………………………………103
圖目錄
圖1-4-1本文之研究流程……………………………………………..…5
圖2-1-1三個層級效果模式……………………………………………10
圖2-3-1態度的三個組成因素…………………………………………25
圖2-3-2信念、情感、態度、行為意向與行為間之關係………………27
圖2-3-3廣告態度模式中各組成份的關係架構圖……………………29
圖2-3-4情感轉移假說…………………………………………………34
圖2-3-5雙重中介假說…………………………………………………35
圖2-3-6相互中介假說…………………………………………………36
圖2-3-7獨立影響說……………………………………………………36
圖3-1-1本文之研究架構………………………………………………41
圖3-3-1本研究實驗設計之觀念架構…………………………………44
圖5-1-1產品創新性不同時，技術性術語使用與否對廣告態度之影響………………………………………………………………………..85
圖5-1-2產品創新性不同時，技術性術語使用與否對品牌態度之影響………………………………………………………………………..86
圖5-1-3產品創新性不同時，技術性術語使用與否對購買意向之影響………………………………………………………………………..86
表目錄
表2-3-1消費者資訊處理層級模式……………………………………31
表2-3-2廣告態度量表…………………………………………………40
表2-3-3品牌態度量表…………………………………………………40
表3-2-1自變數之操作型定義與衡量…………………………………42
表3-2-2因變數之操作型定義與衡量…………………………………43
表3-3-1實驗廣告的設計………………………………………………45
表3-3-2行動電話廣告的技術性術語…………………………………47
表3-3-3洗髮精廣告的技術性術語……………………………………47
表3-4-1技術性術語的使用與否之檢定項目…………………………48
表3-4-2技術性術語的解釋與否之檢定項目…………………………49
表3-4-3技術性術語的中英文形式之檢定項目………………………50
表3-4-4技術性術語的數量之檢定項目………………………………51
表3-4-5產品創新性高低之檢定項目…………………………………52
表4-1-1樣本資料描述…………………………………………………54
表4-2-1信效度檢定表…………………………………………………55
表4-2-2本研究信度檢驗之結果………………………………………56
表4-3-1技術性術語使用與否之廣告態度T檢定……………………58
表4-3-2技術性術語使用與否之品牌態度T檢定……………………59
表4-3-3技術性術語使用與否之購買意向T檢定……………………60
表4-3-4技術性術語使用與否之檢定結果彙總………………………61
表4-4-1技術性術語解釋與否之廣告態度T檢定……………………62
表4-4-2技術性術語解釋與否之品牌態度T檢定……………………63
表4-4-3技術性術語解釋與否之購買意向T檢定……………………64
表4-4-4技術性術語解釋與否之檢定結果彙總………………………65
表4-5-1技術性術語中英文形式之廣告態度T檢定…………………66
表4-5-2技術性術語中英文形式之品牌態度T檢定…………………67
表4-5-3技術性術語中英文形式之購買意向T檢定…………………68
表4-5-7技術性術語中英文形式之檢定結果彙總……………………69
表4-6-1技術性術語數量之廣告態度T檢定……………….…………70
表4-6-2技術性術語數量之品牌態度T檢定……………….…………71
表4-6-3技術性術語數量之購買意向T檢定……………….…………72
表4-6-4技術性術語的數量之檢定結果彙總…………………………73
表4-7-1產品創新性高低之廣告效果檢定結果………………………74

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