本研究採用消費者認知角度，比較敘事型廣告、論述型廣告兩種廣告，經由不同的自我參照路徑，所引發的品牌信任效果。本研究以敘事型廣告與論述型廣告為例，探討消費者接觸廣告後，對品牌信任的變化為何。企圖描繪廣告與信任關係之間的輪廓，提供廣告及行銷人員未來針對台灣地區發展廣告的策略方向。
研究結果顯示：敘事型廣告透過其引發的敘事型自我參照，可以增加消費者對品牌的情感型信任，增進消費者對品牌情感之連結。而論述型廣告可經由分析型自我參照，增加消費者對品牌的認知型信任，增進消費者對品牌以理性評估。不同類型廣告，會引發不同的信任關係。
此外，對於新進市場的品牌或產品，由於消費者的品牌或產品知識背景較低，建議可依循敘事型廣告的脈絡，先取得消費者的情感認同，以柔性訴求讓消費者產生品牌好感。至於已進入市場一段時間的品牌或產品，消費者對於品牌或產品的知識背景較高，則可透過論述型廣告的策略運用，建立品牌的專業形象。以獲取消費者的認同為目標，發展深遠且緊密的品牌關係。
整體而言，時下市場競爭激烈。如何開創競爭力，創造與其他品牌的差異化，顯得愈發重要。當搜尋品紛紛祭出產品特色，吸引消費者目光，應可利用故事性描述方式，與消費者進行情感化交流，取得消費者情感型信任，以區隔市場，開創屬於品牌獨有的忠實客群。

The purpose of this study is to understand the relationships between advertising types and trust level by exploring the effects and influences on trust level, brought by the two types of advertising: Narrative Advertising and Argument Advertising. This study manages to describe the patterns of advertising and trust, in order to function as a strategic framework beneficial to the marketers.
The study indicates that different types of advertising induce different trust levels. The Narrative Advertising, through the path of Narrative Self-Referencing, is considered to be more persuasive and effective for the new brand strategy in Affect-Based Trust; consumers were connected to the brand through narrative thoughts. The Argument Advertising, through the path of Analytical Self-Referencing, is more superior to the new brand strategy in Cognition-Based Trust; consumers were connected to the brand through analytical thoughts.
Regarding to a new coming brand or product, considering the target consumers without sufficient knowledge, this study recommends following the path of Narrative Advertising -- get consumers emotionally attached to the brand and make good impressions before going down to the Product USP. For brands or products that have been pushed to the market for a certain period of time, following the path of Argument Advertising is more reasonable -- get consumers analytically attached to the brand by keeping on building a professional image unique in the market and gain widely acceptance by consumers.

目錄
誌謝 i
中文摘要 ii
Abstract iii
目錄 iv
表次 vi
圖次 vii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　研究範圍與對象 4
第四節　論文架構與流程 5
第二章　文獻探討 6
第一節　敘事型廣告與論述型廣告 (Narrative Advertising and Argument Advertising) 6
第二節　自我參照 (Self-Referencing) 6
第三節　敘事型自我參照 (Narrative Self-Referencing) 8
第四節　分析型自我參照 (Analytical Self-Referencing) 9
第五節　品牌關係 (Brand Relationship) 10
第六節　信任 (Trust) 11
一、情感型信任 (Affect-Based Trust) 12
二、認知型信任 (Cognition-Based Trust) 13
第三章　研究方法 15
第一節　研究架構與假說 15
第二節　研究變數之定義與衡量方式 16
一、自變項的操弄與檢定 16
二、依變項的操作型定義與衡量 18
第三節　問卷設計 19
第四節　實驗流程 20
第四章 資料分析 21
第一節　資料輪廓 21
第二節　衡量變數之適用性 21
一、廣告類型（敘事程度與論述程度）之信、效度分析 22
二、自我參照（敘事型自我參照與分析型自我參照）之信、效度分析 25
三、信任（情感型信任與認知型信任）之信度、效度分析 28
第三節　操弄檢定 31
一、敘事廣告操弄檢測 31
二、論述廣告操弄檢測 32
第四節　假設檢定 32
第五章　結論與建議 36
第一節　學理上的檢討與貢獻 36
第二節　實務上的檢討與貢獻 36
第三節　研究限制與未來研究 37
References 38

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