由於使用者不斷增加，使得全球資訊網快速成長且成為人性化的廣告媒介。線上廣告投資的快速成長與研究指出使用者出現「廣告視盲」的現象，兩者不一致的現象值得進一步探討。行銷研究亦指出不同情緒效價的字在捕捉注意中扮演著關鍵的角色。因此，本研究檢驗不同的任務需求程度是否對不同類型情緒字記憶造成影響，更探討在不同的網頁資訊型態下情緒字記憶是否有所不同。結果指出，圖片型態網頁的廣告標題記憶效果呈現正向情緒字優於負向情緒字，而情緒喚起部分無論文字型態或圖片型態網頁，皆呈現高喚起優於低喚起的結果。然而，當主任務需求增加時，僅在文字型態網頁發現正向與高喚起情緒字的記憶效果隨之提升。

　　Due to the increased Internet users, World Wide Web has become a fast-growing and user-friendly medium for advertising. Investment in online advertising is growing rapidly. However, recent studies have reported that users avoid looking at areas they consider to display advertising, termed “banner blindness”. The inconsistency between the investment and the phenomenon of “banner blindness” is worth further exploration. At the same time, marketing studies have also reported that words with different emotional valences play a critical role in capturing attention. Therefore, this present study not only examines the effects of task demand but also investigates the impacts of web information type on memory for different types of emotional words. The results showed that in both text-based and picture-based webpages, ad headlines featuring high arousal words was recognized more often than headlines featuring low arousal emotional words; but ad headlines featuring positive emotional words was recognized more often than headlines featuring negative emotional words what only showed in picture-based webpages. Increasing the resource demands of the primary task increases the recognition of ad headlines featuring positive (high arousal) emotional words, which was shown only in the text-based webpage, however.

封面 I
論文口試合格証明 II
論文指導教授推薦書 III
著作財產權同意書 IV
誌謝 V
中文摘要 VI
英文摘要 VII
目錄 IX
表目錄 XI
圖目錄 XII
第一章、 緒論 1
1-1. 研究背景與動機 1
1-2. 研究目的 2
第二章、 文獻探討 4
2-1. 情緒 4
2-2. 情緒刺激物與記憶 5
2-2-1. 情緒價向與記憶 7
2-2-2. 情緒喚起與記憶 9
2-3. 任務需求 11
2-4. 資訊型態 12
第三章、 研究方法 15
3-1. 實驗目的 15
3-2. 實驗設計 15
3-2-1. 實驗介紹 15
3-2-2. 實驗刺激物 16
3-2-3. 實驗流程 23
3-2-4. 自變項與依變項操作 27
3-2-5. 參與者樣本 29
第四章、 資料分析 30
4-1. 文字型態網頁－情緒性廣告標題記憶 30
4-1-1. 不同情緒類型的廣告標題記憶 30
4-1-2. 任務需求程度與情緒價向的廣告標題記憶 32
4-1-3. 任務需求程度與情緒喚起的廣告標題記憶 34
4-1-4. 小結 36
4-2. 圖片型態網頁－情緒性廣告標題記憶 37
4-2-1. 不同情緒類型的廣告標題記憶 37
4-2-2. 任務需求程度與情緒價向的廣告標題記憶 39
4-2-3. 任務需求程度與情緒喚起的廣告標題記憶 41
4-2-4. 小結 43
第五章、 研究結果與討論 44
5-1. 研究發現與討論 44
5-1-1. 不同情緒類型的廣告標題記憶 44
5-1-2. 任務需求程度與情緒價向的廣告標題記憶 45
5-1-3. 任務需求程度與情緒喚起的廣告標題記憶 46
5-1-4. 網頁資訊型態對情緒類型廣告標題記憶的影響 47
5-2. 研究貢獻與實務建議 48
5-2-1. 研究貢獻 48
5-2-2. 實務建議 50
第六章、 研究限制與未來研究 52
6-1. 研究限制 52
6-2. 未來研究 53
6-2-1. 實驗刺激物 53
6-2-2. 研究對象 53
參考文獻 54
中文文獻 54
外文文獻 56
附錄 59
附錄一、 實驗廣告一覽表 59
附錄二、 實驗文章與相搭配之填充廣告畫面一覽表 62
附錄三、 實驗圖片與相搭配之填充廣告畫面一覽表 67
附錄四、 情緒字前測畫面 72
附錄五、 旅遊文章任務需求高低前測畫面 75
附錄六、 實驗廣告標題記憶再認題 81
附錄七、 文字型態網頁-實驗參與者隱私權同意書 84
附錄八、 圖片型態網頁-實驗參與者隱私權同意書 85

中文文獻
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3. 吳書宜（2008）。新聞網頁不同廣告型式之注意力研究。中國文化大學新聞研究所，碩士論文。
4. 林淑菁（2011）。選擇性注意力與再認記憶的正向情緒效果。東吳大學心理學系，碩士論文。
5. 林詩玟、林純如（2011）。情緒打動我的心：以趨避理論 探討廣告情緒與產品涉入度之廣告效果。2011 年中華傳播學會年會學術研討會論文。
6. 邱宇民（2002）。以消費者觀點探討電子郵件廣告之適用性。國立成功大學工業管理研究所，碩士論文。
7. 徐喬涵（2011）。情緒內容對儲存程序的影響：資源配置與錯誤記憶的觀點。國立交通大學傳播研究所，碩士論文。
8. 張玉斌（2007）。一生要去的60 個地方。台北，德威國際文化事業有限公司。
9. 張崇仁（2011）。99 年圖書出版產業調查報告。台北，新聞局。取自http://www.moc.gov.tw/images/Yearbook/2010survey/index-2.html
10. 陶振超（2010）。認知取徑媒體研究：理論發展與未來展望。2010年中華傳播學會年會學術研討會論文。
11. 陶振超（2011）。情緒在媒介訊息處理中扮演的角色：認知取徑媒體研究之觀點。2011 年中華傳播學會年會學術研討會論文。
12. 翟治平（2010）。公益廣告圖像中的情緒訴求與運鏡構成對認知影響之研究。高應科大人文社會科學學報，7(1)，49-70。
13. 劉伯仲（2012）。情緒如何調節年長者與失智症年長者的記憶。輔仁大學心理學系，碩士論文。
14. 劉超群（2009）。雙重任務干擾與資訊處理模式研究。國立中央大學機械工程研究所，博士論文。
15. 蕭湘文（2005）。廣告傳播。台北，威仕曼文化。
16. 謝毓琛（2012）。網頁資訊型態對旗標式廣告注意力之影響。國立成功大學工業設計學系碩博士班，博士論文。
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