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研究生:黃孝淳
研究生(外文):SIAO-CHUN HUANG
論文名稱:以視覺追蹤分析菜單設計最佳化策略
論文名稱(外文):Using visual tracking to analyze optimal strategy of menu design
指導教授:曾盛恕曾盛恕引用關係
指導教授(外文):Seng-Su Tsang
口試委員:曾盛恕
口試委員(外文):Seng-Su Tsang
口試日期:2014-06-30
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2014
畢業學年度:102
語文別:中文
論文頁數:51
中文關鍵詞:菜單眼球追蹤廣告
外文關鍵詞:menueye trackingadvertising
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廣告想要有好的廣告效果,其廣告就必須要先被消費者所注意到,了解其訴求,進而引起購買慾望。本研究將以文字訊息的多寡與推薦方式的不同做為自變項,試著透過菜單觀看者本身的資訊處理過程,來評估廣告效果。研究者透過眼動儀來捕捉受測者視覺的注意時間,進而測試受測者對廣告的記憶程度、廣告後感覺涉入以及購買意願,以瞭解文字訊息多寡與推薦方式型態對於廣告溝通效果之影響。本實驗設計採用「二因子實驗設計」,進行「文字訊息多寡」與「推薦方式型態」兩個自變項的操控,來驗證研究之假設,正式實驗之有效樣本共123份,並以變異數分析做為對應變數之考驗方法。最後得到以下結果:
一、餐點資訊對餐點的注意力、廣告回憶、購買意願有顯著差異。
二、主廚推薦與人氣商品對餐點注意力、廣告回憶有顯著差異。
In order to achieve better advertising effects, a viewer needs to notice the advertisement first, then comprehend its advertising appeal, and finally make the purchase decision if he/she likes the message. This study evaluated advertising effects, taking menu information(many vs. little) and Recommendation method (Top-N approach vs. collaborative filtering approach) as independent variables, and an Eye-link 2000 eye-tracking device as the apparatus. The examining time on different visual spots, the recall of the advertisement message, felt involvement and the purchase intention were dependent variables. Subjects participated in the experiment, and only valid cases were available for the final analysis. The results are as follows.
1. More verbal information in menu will increase purchase intentions, visual spots and the recall of the advertisement message.
2. Collaborative filtering approach in menu will increase visual spots and the recall of the advertisement message.
中文摘要 i
ABSTRACT ii
目錄 iii
圖目錄 iv
表目錄 v
第一章、緒論 1
1.1研究背景與動機 1
1.2研究問題與目的 2
1.3研究範圍及對象 3
1.4研究流程 3
第二章、文獻與分析 5
2.1菜單的定義與設計 5
2.2廣告溝通效果 12
2.3推薦方式與廣告溝通效果之關係 16
2.4文字訊息多寡與廣告溝通效果之關係 17
2.5眼球運動與追蹤技術 18
第三章、研究方法 20
3.1研究架構 20
3.2研究變數與操作定義 21
3.3研究假說 22
3.4實驗方法 23
3.5問卷設計 30
3.6分析方法 30
第四章、資料分析 32
4.1受測者基本資料分析 32
4.2信效度分析(PCA) 32
4.3假說之檢定 34
第五章、結論與建議 40
5.1 研究結論 40
5.2管理意涵 44
5.3研究限制與未來方向 45
參考文獻 46
附錄 50
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