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研究生:簡錦慧
研究生(外文):Chin-Hui Chien
論文名稱:數位電視互動廣告模式-以團體旅遊為例
論文名稱(外文):Interactive TV Advertising Format for Package Tour
指導教授:王國欽王國欽引用關係林彣珊林彣珊引用關係
指導教授(外文):Kuo-Ching WangWen-Shan Lin
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:管理學院碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:66
中文關鍵詞:團體旅遊數位電視互動廣告廣告效果
外文關鍵詞:Group package tourDigital TV interactive advertisingadvertising effect
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在2013年之前,台灣的無線及有線電視頻道將要全面數位化,這意味著數位電視(interactive TV)之互動廣告成為必然趨勢。互動廣告打破傳統電視限制,可以大量提供資訊;以往受限於廣告時間無法充份利用電視廣告的旅遊產品,將有新的廣告與銷售管道。
過往研究指出,網路資訊若以互動較高之方式呈現,較能提升消費者滿意度;在互動電視鏡面(interactive advertising format)上,不同的電腦圖像設計牽動觀眾收視喜好,而廣告格式對觀眾的廣告記憶亦有決定性的影響。由上可知,互動廣告之呈現方式決定它對觀眾之吸引力。以團體旅遊產品為例,何種互動電視之廣告模式設計能達到最佳效果是本研究之主要目的。
研究結果顯示,互動對於廣告態度、品牌態度及購買意願皆有影響。低度互動的數位電視廣告最有助於提升廣告效果。
TV in Taiwan is going to digitize by 2013. Digital TV (DTV) is no doubt the most effective media in near future. There is a tendency towards DTV Interactive advertisements. By whole new interactive form, TV Interactive advertisement can create experience in brain-new to audiences; it also can improve traditional TV Ads’ weakness of effects and raise advertisers’ ROI in TV media. Advertising success depends on giving them what they want. Digital television can be a win-win situation. This research investigates the advertising potential of the package tour products offered by digital television stations, and focus on what kind of formats will have a better advertising effectiveness.
The results showed that interactivity had an influence on attitude toward the advertising, attitude toward the brand, and purchase intention. Placing an advertisement on digital TV might enhance the effectiveness of advertisement if the advertisement has a low level of interactivity.
目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題 6
第三節 研究目的 9
第四節 研究流程 10
第二章 文獻探討 11
第一節 數位電視 11
第二節 互動廣告 14
第三節 互動設計 23
第四節團體套裝旅遊產品 29
第三章研究設計 32
第一節 研究架構 32
第二節 研究假設 34
第三節 變數之操作性定義 37
第四節 實驗設計 40
第五節 問卷設計 45
第六節 統計分析方法 47
第四章 資料處理與分析 48
第一節 回收樣本特性分析 48
第二節 廣告態度、品牌態度及購買意願之相關分析 53
第三節 受測者性別及旅遊經驗對廣告效果之影響 54
第四節 互動廣告模式與廣告效果分析 56
第五章 結論與建議 60
第一節 研究結論與建議 60
第二節 研究限制 64
第三節 後續研究建議 65
參考文獻 67
附錄 問卷 77
表目錄
表1-1 2006及2007年電視媒體廣告量......... 1
表1-2 出國人數統計................ 3
表3-1 實驗組設計................. 40
表3-2 各變項之衡量問項及文獻出處......... 46
表4-1 實驗組與控制組之樣本回收情形........ 49
表4-2 問卷之信度分析............... 49
表4-3 受測者基本資料分析............. 50
表4-4 受測者出國資料分析............. 52
表4-5 廣告效果三構面之相關分析表..........53
表4-6 性別對廣告效果之t-test結果......... 54
表4-7 日本旅遊經驗對廣告效果之t-test結果......55
表4-8 電視購物經對廣告效果之t-test結果.......55
表4-9 實驗組之廣告效果事後比較.......... 56



圖目錄
圖1-1 國人休閒遊憩參與使用網際網路時間...... 4
圖1-2 研究流程圖................ 10
圖2-1 英國民眾平均每日看電視時數......... 14
圖2-2 英國網路使用者上網瀏覽電視相關內容..... 18
圖2-3 葡萄牙互動鏡面設計............. 24
圖2-4 希臘互動鏡面設計...............25
圖2-5 互動節目對廣告影響之實驗設計........ 26
圖2-6 互動節目對廣告影響之實驗結果........ 27
圖3-1 研究架構.................. 32
圖3-2 研究假設1.................. 35
圖3-3 研究假設2.................. 36
圖3-4 互動設計...................37
圖3-5 子母視窗設計.................38
圖3-6 單一視窗設計................ 38
圖3-7 虛擬單牌設計................ 43
圖4-1 廣告效果之廣告態度..............57
圖4-2 廣告效果之品牌態度............. 58
圖4-3 廣告效果之購買意願..............59
圖5-1 英國金融時報.................61
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