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研究生:李崇禎
研究生(外文):Li, Chungchen
論文名稱:性訴求與恐懼廣告之眼動測量–以男性壯陽藥品為例
論文名稱(外文):The impacts of sexual and fear appeal on the advertising effectiveness: An eye-tracking approach - example for erection drug
指導教授:林耀南林耀南引用關係
指導教授(外文):Lin, Yaonan
口試委員:蔡東亦黃榮華林耀南
口試委員(外文):Tsai, TungiHuang, RonghwaLin, Yaonan
口試日期:2012-07-25
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:98
中文關鍵詞:性訴求恐懼訴求眼動儀男性壯陽藥品
外文關鍵詞:sexual appealfear appealeye trackingerectile drug
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本研究所探討的是性訴求廣告 (全裸/部份裸露/無裸露) 和恐懼訴求廣
告 (高度恐懼/低度恐懼) 之廣告對廣告效果之影響,以男性壯陽藥品作為商
品案例。並且利用眼球追蹤技術去衡量閱聽眾對訊息的注意力。參與研究
的人數共 60 位受試者,並且使用成對樣本t 檢定進行數據分析。本研究結
果如下:(1) 部份裸露之性訴求廣告比全裸之性訴求廣告有較高的凝視總時
間與總次數。但是全裸之性訴求廣告與部份裸露之性訴求廣告相比,瞳孔
放大程度並無顯著差異。而廣告效果方面,則是部份裸露之性訴求廣告較
佳;(2) 高度恐懼訴求之廣告與低度恐懼訴求廣告相比,凝視總時間與總次
數並無顯著差異,但在平均瞳孔放大程度中,高度恐懼訴求廣告大於低度
恐懼廣告,且低度恐懼訴求廣告的廣告效果較好;(3) 當高度恐懼訴求廣告
與性訴求廣告出現於同一廣告版面時,全裸之性訴求廣告的凝視總時間與
總次數大於部份裸露,而平均瞳孔擴大程度並不顯著;(4) 當低度恐懼訴求
廣告與性訴求廣告出現於同一廣告版面時,凝視總時間、總次數與平均瞳
孔大小皆不顯著。
The purpose of this study is to discuss the impacts of the sexual appeal
(entire nudity/partial nudity/non-nudity) and fear appeal (high/low) on the
advertising effectiveness. The technology of eye-tracking was applied to measure
decision makers’ attention. There was 60 respondents in this research. The
experimental method was used, and data was analyzed by performing pairedsample
t-test. There are some major findings in this study: (1) Partial nudity has
higher fixation count and dwell time than entire nudity. However, the average
pupil size has no differences in between the pictures of entire nudity, partial
nudity and non-nudity in the experiment; (2) High fear appeal ads has higher
average pupil size than low fear appeal ads but both the above messages has no
differences in dwell time and fixation count; (3) When the sexual appeal ads and
high fear appeal ads appear at the same time, there have no difference among the
three levels of nudity in average pupil size. However, the picture of entire nudity
have higher dwell time and fixation count than partial nudity ads. ; (4) When the
sexual appeal ads and low fear appeal ads appear at the same time, there are not
only no difference between the nudity in dwell time and fixation count, but
being in average pupil size also no difference.
目 錄
第 壹 章 緒論 -------------------------------------------------------- 1
第 一 節 研究背景與動機 ------------------------------------- 1
第 二 節 研究目的 --------------------------------------------- 5
第 三 節 名詞解釋 --------------------------------------------- 6
第 貳 章 文獻探討 -------------------------------------------------- 8
第 一 節 男性壯陽藥品市場 ---------------------------------- 8
第 二 節 性訴求廣告之定義 --------------------------------- 10
第 三 節 恐懼訴求之定義 ------------------------------------ 17
第 四 節 眼動追蹤技術 --------------------------------------- 20
第 五 節 廣告效果 -------------------------------------------- 24
第 參 章 研究方法 ------------------------------------------------- 26
第 一 節 研究架構 -------------------------------------------- 26
第 二 節 研究假設 -------------------------------------------- 27
第 三 節 實驗設計 -------------------------------------------- 39
第 肆 章 研究結果 ------------------------------------------------- 45
第 一 節 信度分析 -------------------------------------------- 45
第 二 節 研究一 ----------------------------------------------- 45
第 三 節 研究二 ----------------------------------------------- 53
第 伍 章 研究結論與未來展望 ----------------------------------- 58
第 一 節 討論與結論 ----------------------------------------- 58
第 二 節 管理實務建議 --------------------------------------- 68
第 三 節 研究限制 -------------------------------------------- 69
第 四 節 未來研究建議 --------------------------------------- 70
參考文獻 ---------------------------------------------------------------- 72
附錄一、問卷 ---------------------------------------------------------- 82
附錄二、實驗圖片 ----------------------------------------------------- 87
附錄三、正式問卷 ----------------------------------------------------- 94

表 目 錄
表 1-2-1 學者對性訴求廣告之定義 ------------------------------------ 12
表 2-2-1 恐懼訴求定義文獻整理 --------------------------------------- 19
表 3-3-1 裸露程度之變異數分析 --------------------------------------- 40
表 3-3-2 恐懼程度之變異數分析 --------------------------------------- 41
表 4-1-1 廣告效果量表之信度分析表 ---------------------------------- 45
表 4-2-1 不同裸露程度之性訴求圖片對凝視總時間與總次數之影響 -- 46
表 4-2-2 不同裸露程度之性訴求圖片對平均瞳孔放大程度之影響 ---- 47
表 4-2-3 不同裸露程度之性訴求廣告類型對廣告效果之影響 --------- 48
表 4-2-4 不同恐懼訴求廣告對凝視總時間與總次數之影響 ----------- 49
表 4-2-5 不同恐懼訴求廣告對瞳孔放大程度之影響 ------------------- 49
表 4-2-6 恐懼訴求廣告對廣告效果之影響 ----------------------------- 50
表 4-3-1 不同廣告類型對首次凝視點之影響 -------------------------- 50
表 4-3-2 不同廣告類型對凝視總時間與次數之影響 ------------------- 51
表 4-3-3 性訴求與恐懼訴求廣告對凝視時間與次數之交互作用影響 -- 51
表 4-3-4 不同廣告類型對瞳孔擴張大小之影響 ------------------------ 52
表 4-3-5 高度恐懼下性訴求圖片對凝視總時間與次數程度之影響 ---- 53
表 4-3-6 高度恐懼下性訴求圖片對瞳孔放大程度之影響 -------------- 54
表 4-3-7 高度恐懼下性訴求圖片對廣告效果之影響 ------------------- 55
表 4-3-8 低度恐懼下性訴求圖片對凝視總時間與次數程度之影響 ---- 56
表 4-3-9 低度恐懼下性訴求圖片對瞳孔放大程度之影響 -------------- 57
表 4-3-10 低度恐懼下性訴求圖片對廣告效果之影響 ------------------- 57
表 5-1-1 假設驗證結果彙整表 ----------------------------------------- 58

圖 目 錄
圖 2-2-1 恐懼訴求、威脅、恐懼三者關係圖 -------------------------- 20
圖 3-1-1 本研究架構圖 ------------------------------------------------ 26
圖 3-2-1 性訴求之全裸圖片 ------------------------------------------- 27
圖 3-2-2 性訴求之部份裸露圖片 --------------------------------------- 28
圖 3-2-3 無裸露圖片 --------------------------------------------------- 28
圖 3-2-4 高度恐懼訴求之圖片 ----------------------------------------- 31
圖 3-2-5 低度恐懼訴求之圖片 ----------------------------------------- 31
圖 3-2-6 性訴求廣告與恐懼訴求廣告範例圖片 ------------------------ 33
圖 3-3-1 眼動儀設備圖 ------------------------------------------------ 41
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1.寰孙藥品資料管理股份有限公司,http://16083364.aloha.com.tw/。
2.Price, H., (2002). Sex and advertising: An organic experience.
http://serendip.brynmawr.edu/.
3.Bumler, J. (1999). Sex appeal in advertising.
http://www.people.virginia.edu/.
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