臺灣博碩士論文加值系統

再行銷廣告已廣泛被利用於現今的網路廣告中，不少研究指出再行銷的廣告效果高於一般網路廣告，然而，在再行銷廣告中，何種產品類型及訊息訴求方式較能提高廣告效果卻鮮少研究探討。本研究欲透過2x2x2 三因子實驗室設計法，來探討不同產品類型（高涉入-理性商品、低涉入-理性商品、高涉入-感性商品、低涉入-感性商品）及訊息訴求方式（理性訴求、感性訴求）對廣告效果（廣告態度、購買意願）之影響。本研究發現，產品涉入程度及訊息訴求方式確實對再行銷廣告效果有顯著之影響，而使用感性訴求於再行銷廣告中，具有較佳的廣告態度及購買意願。

Retargeting ads has been widely used in today's online ads. Many researches indicate that retargeting advertising effect is better than normal online advertising. However, for retargeting advertising, what type of product category and the kinds of advertising appeal will improve advertising effect are rarely discussed. For this study, we use three factors through the 2x2x2 laboratory design method to examine on different Product Types(FCB model) and Advertising Appeals. The study results show that the degree of product involvement and advertising appeals significantly influence the retargeting advertising effects. Moreover, our study also show that using emotional appeals in retargeting advertising significantly creates better advertising attitudes and higher purchase intention.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4

第二章 文獻探討 5
第一節 再行銷廣告 5
第二節 產品類型 11
第三節 訊息訴求方式 14
第四節 廣告效果 16

第三章 研究方法 19
第一節 研究架構 19
第二節 研究假說 20
第三節 變數定義與操作型定義 24
第四節 研究設計 26
第五節 研究對象與實驗程序 32
第六節 分析方法 34

第四章 資料分析 36
第一節 敘述性統計分析 36
第二節 信效度分析 41
第三節 操弄性檢定 42
第四節 假說驗證 43
第五節 各情境之多重比較 49

第五章 結論與建議 64
第一節 結論 64
第二節 研究貢獻 68
第三節 研究限制 70

參考文獻 71
中文部分 71
英文部分 71

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