本研究嘗試分析在不同的廣告訴求（正向訴求、負向訴求、高情感性訴求、低情感性訴求）對廣告效果（廣告態度、品牌態度、購買意願）的影響並以市場成熟度（成熟市場與新興市場）及產品知識（高產品知識與低產品知識）為干擾變數。因為過去研究學者Chandy et al.(2001)尚未將消費者對於產品知識的高低納入探討，故本研究納入此因子之後，可望修正過去研究的結論，以提供管理者參考。
本研究經過統計分析結果，得到如下之結論：
1. 在新興市場與高產品知識之下，正向訴求比負向訴求的廣告態度效果大。
2. 在新興市場與高產品知識之下，高情感性訴求比低情感性訴求的廣告態度效果大。
3. 正向訴求的廣告在新興市場之下，對品牌態度造成的影響大於在成熟市場之下。
4. 在新興市場之下，無論消費者是屬於高產品知識或低產品知識以
高情感性訴求對品牌態度之效果較大。
5. 在新興市場之下，無論消費者是屬於高產品知識或低產品知識以正向訴求的購買意願效果較大。
6. 在新興市場之下，無論消費者是屬於高產品知識或低產品知識以高情感性訴求對購買意願之效果較大。
本研究的貢獻在於多了一個新的變數—產品知識，來加以探討，且研究材料為真實性廣告，可增進實驗之真實性，並針對與前人結論歧異之處提出解釋。

This research attempts to analyze the main and interaction effects of three factors, namely, market maturity, product knowledge, and advertising appeals on advertising effects. The former research, Chandy et al.(2001) did not include the product knowledge factor. This research argues that this factor may play an important role and may change the conclusions made by Chandy et al.(2001). Managerial implications are then drawn.
Analyzing the data with statistical method, we made the following conclusions:
1. In terms of high product knowledge and emerging market, ad attitude of positive appeal is more effective than negative appeal.
2. In terms of emerging market and high product knowledge, ad attitude of high emotion appeal is more effective than low emotion appeal.
3. In terms of positive appeal, the effect of brand attitude in emerging market is higher than in mature market.
4. In the emerging market, brand attitude in high emotion appeal is more effective regardless of high product knowledge or low knowledge.
5. In the emerging market, purchase intention in positive appeal is more effective regardless of high product knowledge or low product knowledge.
6. In the emerging market, purchase intention in high emotion appeal is more effective regardless of high product knowledge or low product knowledge.
The contribution of my essay is adding a new variable, product
knowledge, to study. Moreover, the study material is real ads. It can increase the reality of experiment and explain the differences from previous conclusion.

目 錄
中文摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．i
英文摘要．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．ii
第一章 緒論
1.1研究動機．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1
1.2研究目的．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1
1.3研究範圍．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2
1.4研究限制．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2
1.5研究流程．．．．．．．．．．．．．．．．．．．．．．．．．．．．．3
第二章 文獻回顧
2.1廣告．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．4
2.1.1廣告的定義．．．．．．．．．．．．．．．．．．．．．．．．．．4
2.2廣告效果．．．．．．．．．．．．．．．．．．．．．．．．．．．．．8
2.2.1廣告溝通過程．．．．．．．．．．．．．．．．．．．．．．．．．8
2.2.2廣告效果的衡量．．．．．．．．．．．．．．．．．．．．．．．．9
A.廣告的層級效果．．．．．．．．．．．．．．．．．．．．．．．．10
2.3廣告訴求．．．．．．．．．．．．．．．．．．．．．．．．．．．．15
2.4產品知識．．．．．．．．．．．．．．．．．．．．．．．．．．．．18
2.4.1產品知識之定義．．．．．．．．．．．．．．．．．．．．．．． 18
2.4.2產品知識的衡量．．．．．．．．．．．．．．．．．．．．．．． 19
2.5市場成熟度．．．．．．．．．．．．．．．．．．．．．．．．．．．21
第三章 研究方法
3.1研究架構．．．．．．．．．．．．．．．．．．．．．．．．．．．．23
3.2變數定義．．．．．．．．．．．．．．．．．．．．．．．．．．．．24
3.3研究假說．．．．．．．．．．．．．．．．．．．．．．．．．．．．25
3.4研究設計．．．．．．．．．．．．．．．．．．．．．．．．．．．．27
3.4.1研究材料．．．．．．．．．．．．．．．．．．．．．．．．．． 27
3.4.2研究材料之選取．．．．．．．．．．．．．．．．．．．．．．． 27
3.5問卷設計．．．．．．．．．．．．．．．．．．．．．．．．．．．．32
3.5.1問卷之參考文獻．．．．．．．．．．．．．．．．．．．．．．． 32
3.5.2問卷之專家效度問卷．．．．．．．．．．．．．．．．．．．．． 33
A.專家問卷之進行方法．．．．．．．．．．．．．．．．．．．．．． 33
B.專家問卷之內容效度指標．．．．．．．．．．．．．．．．．．．．34
3.6資料收集．．．．．．．．．．．．．．．．．．．．．．．．．．．．38
3.6.1前測及前測後之修改．．．．．．．．．．．．．．．．．．．．． 38
3.6.2研究程序．．．．．．．．．．．．．．．．．．．．．．．．．． 38
3.6.3研究對象．．．．．．．．．．．．．．．．．．．．．．．．．． 39
3.7資料分析方法．．．．．．．．．．．．．．．．．．．．．．．．．．40
第四章 分析與討論
4.1廣告態度之分析．．．．．．．．．．．．．．．．．．．．．．．．．44
4.1.1正負向訴求之廣告態度效果．．．．．．．．．．．．．．．．．． 44
4.1.2高低情感性訴求之廣告態度效果．．．．．．．．．．．．．．．． 46
4.2品牌態度之分析．．．．．．．．．．．．．．．．．．．．．．．．． 48
4.2.1正負向訴求之品牌態度效果．．．．．．．．．．．．．．．．．． 48
4.2.2高低情感性訴求之品牌態度效果．．．．．．．．．．．．．．．． 50
4.3購買意願之分析．．．．．．．．．．．．．．．．．．．．．．．．．52
4.3.1正負向訴求之購買意願效果．．．．．．．．．．．．．．．．．． 52
4.3.2高低情感性訴求之購買意願效果．．．．．．．．．．．．．．．． 54
第五章 結論與建議
5.1結論．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．56
5.1.1廣告態度．．．．．．．．．．．．．．．．．．．．．．．．．． 56
5.1.2品牌態度．．．．．．．．．．．．．．．．．．．．．．．．．． 56
5.1.3購買意願．．．．．．．．．．．．．．．．．．．．．．．．．． 56
5.2管理意涵．．．．．．．．．．．．．．．．．．．．．．．．．．．．57
5.2.1廣告態度．．．．．．．．．．．．．．．．．．．．．．．．．． 57
5.2.2品牌態度．．．．．．．．．．．．．．．．．．．．．．．．．． 58
5.2.3購買意願．．．．．．．．．．．．．．．．．．．．．．．．．． 58
5.3後續研究建議．．．．．．．．．．．．．．．．．．．．．．．．．．59
參考文獻
附錄



































圖 目 錄
圖1-1研究流程圖．．．．．．．．．．．．．．．．．．．．．．．．．．3
圖2-1 廣告溝通過程．．．．．．．．．．．．．．．．．．．．．．．．．8
圖2-2溝通說服過程．．．．．．．．．．．．．．．．．．．．．．．．．10
圖2-3層級效果模式與態度之對應圖．．．．．．．．．．．．．．．．．．14
圖2-4廣告理性訴求與理性訴求之比較．．．．．．．．．．．．．．．．．16
圖3-1本研究之研究架構圖．．．．．．．．．．．．．．．．．．．．．．23














表 目 錄
表2-1廣告的定義．．．．．．．．．．．．．．．．．．．．．．．．．．4
表2-2層級效果模式．．．．．．．．．．．．．．．．．．．．．．．．．11
表2-3廣告溝通效果整理．．．．．．．．．．．．．．．．．．．．．．．14
表2-4廣告訊息訴求的類型．．．．．．．．．．．．．．．．．．．．．．16
表2-5主觀知識與客觀知識之比較．．．．．．．．．．．．．．．．．．．19
表2-6產品知識之定義．．．．．．．．．．．．．．．．．．．．．．．．20
表3-1變數之定義．．．．．．．．．．．．．．．．．．．．．．．．．．24
表3-2經專家篩選後，統計值之表．．．．．．．．．．．．．．．．．．．28
表3-3經專家篩選後，兩類訴求其一達到顯著之廣告短片．．．．．．．．．30
表3-4本研究實驗用之廣告短片．．．．．．．．．．．．．．．．．．．．31
表3-5本研究問卷之問題內容之參考文獻．．．．．．．．．．．．．．．．32
表3-6專家之整體內容效度．．．．．．．．．．．．．．．．．．．．．．34
表3-7專家之內容效度之平均．．．．．．．．．．．．．．．．．．．．．35
表3-8問卷中各題之CVI值．．．．．．．．．．．．．．．．．．．．． 35
表3-9本研究問卷內容整理．．．．．．．．．．．．．．．．．．．．．．37
表3-10樣本性別分佈．．．．．．．．．．．．．．．．．．．．．．．． 39
表3-11樣本系所別分佈．．．．．．．．．．．．．．．．．．．．．．． 39
表3-12樣本就讀年級分佈．．．．．．．．．．．．．．．．．．．．．． 40
表3-13樣本每月可支配所得分佈．．．．．．．．．．．．．．．．．．． 40
表4-1本研究變數之命名表．．．．．．．．．．．．．．．．．．．．．．43
表4-2正負向訴求之樣本數．．．．．．．．．．．．．．．．．．．．．．43
表4-3高低情感性訴求之樣本數．．．．．．．．．．．．．．．．．．．．44
表4-4正負向訴求對廣告態度之影響．．．．．．．．．．．．．．．．．．44
表4-5高低情感性訴求對廣告態度之影響．．．．．．．．．．．．．．．．46

表4-6正負向訴求對品牌態度的影響．．．．．．．．．．．．．．．．．．48
表4-7高低情感性訴求對品牌態度之影響．．．．．．．．．．．．．．．．50
表4-8正負向訴求對購買意願之影響．．．．．．．．．．．．．．．．．．52
表4-9高低情感性訴求對購買意願之影響．．．．．．．．．．．．．．．．54

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