臺灣博碩士論文加值系統

隨著新興網路媒體的發展，網路媒體將成為頗具潛力之行銷溝通管道，意味傳統媒體的市場因網路的加入而有新的氣象。在實務上，企業已多元化的運用傳統與網路媒體在行銷溝通與推廣上，但是在學術上，缺乏一個有效的比較與整合，來探討媒體在行銷溝通上的個別效果與綜效。因此，本研究首先分別比較網路與傳統媒體在行銷溝通上的效果，並進一步探討多重媒體聯合在一起的綜效。
研究結果發現，(1)產品涉入程度與媒體類型的交互效果在行銷溝通效果上並無顯著差異。(2)產品涉入的高低的確會影響在行銷溝通上之效果。(3)單一媒體類型在情感回應和行為意圖回應有顯著影響，但在認知回應上無差異。(4)聯合體類型在情感回應上有顯著影響，但在認知回應和行為意圖回應上無顯著差異。(5)單一／聯合媒體類型在認知回應、情感回應和行為意圖回應上都有顯著影響。
本研究價值，對消費者而言，透過不同媒體對感官的影響，來協助消費者學習並增進學習效果；對企業界而言，了解以何種媒體傳遞訊息給予消費者所產生之溝通效果較高，並進而提高隨之而來的銷售利益。

Due to the Internet developing, it becomes more potential in marketing communication campaigns. Business has combined traditional media and the Internet in marketing communication campaigns, but little research has been done to assess the effectiveness of the Internet compared to traditional media. According to the background, this research goal is to explore the effect of single- and multiple-media campaigns in marketing communication using television, print media, and the Internet.
The results show that, (1) Product involvement and media type are interactive in marketing communication that the results are not significant. (2) Product involvement indeed influences the effect of marketing communication. (3) Affective and conative responses do significantly differ between the single-medium campaigns, but cognitive don’t. (4) Affective do significantly differ between the multiple-media campaigns, but cognitive and conative don’t. (5) Single-medium campaigns compared to multiple-media are significant in cognitive, affective and conative.
This research expects that different sensory of media can help consumer to learn and facilitate the effect of learning. It also expects that using different media can evoke more effect of communication and raise more benefit of sale further

目錄
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究對象與範圍 3
1.4 研究限制 3
第二章 文獻探討 7
2.1媒體特性 7
2.1.1傳統媒體廣告 7
2.1.2 網際網路廣告 8
2.1.3 媒體特性與效果之比較 11
2.2 行銷溝通模式 15
2.3 行銷溝通效果 16
2.3.1 網際網路廣告之行銷溝通效果衡量 16
2.3.2 傳統廣告之行銷溝通效果衡量 17
2.4 涉入度 26
2.4.1涉入的定義 26
2.4.2涉入型態的分類 27
2.4.3 涉入對廣告效果的影響 29
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.3 變數操作化定義與衡量 35
3.4 研究設計 39
3.5 分析方法 44
第四章 資料分析結果 48
4.1 樣本結構 48
4.2 信度與效度分析 49
4.3資料分析 50
4.3.1單一媒體研究分析結果 50
4.3.2聯合媒體研究分析結果 58
4.3.3單一媒體vs.聯合媒體之研究分析結果 65
4.3.4 本研究媒體類型的平均值與假說驗證之彙整 71
第五章 結論與建議 73
5.1研究結論 73
5.2 管理意涵 76
5.3 後續研究建議 78
附錄一 85
附錄二 88

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