臺灣博碩士論文加值系統

同化對比作用在實體環境中廣泛被運用，業者運用消費者心理，讓其產品與腦海中特定商品比較時能夠勝出，而做足了努力。哪些情況下會產生同化效果，哪些情況下會產生對比效果，一直是學者不斷在探索的議題，並應用在行銷廣告領域。
而這股戰火隨著科技的發展而蔓延到網際網路，網路行銷已經是種普遍的概念，本研究欲將同化對比效果在網際網路環境做驗證，因此選定了相似性(similarity)與區辨性(Distinctiveness)在網路上做實驗，探討同樣的變數在網路環境中是否也能引起同樣的同化對比效果。

第一章、緒論 ……………………1
第二章、文獻探討 ……………………3
第一節 背景效果 ……………………3
第二節、促發物與目標的相似性 ……………7
第三節、促發物與目標的區辨性 ……………9
第四節、假說推導 ……………………11
第三章、研究方法 ……………………12
第一節─研究架構 ……………………12
第二節─操作定義與衡量 ……………………14
第三節、前測 ……………………19
第四節、研究設計 ……………………23
第四章、研究結果與分析 ……………………27
第一節、樣本分析 ……………………27
第二節、迴歸分析 ……………………27
第五章、結論 ……………………33
第一節、研究結果 ……………………33
第二節、學術與管理意涵 ……………………35
第三節、研究限制與建議 ……………………36
參考文獻 ……………………56

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