臺灣博碩士論文加值系統

本研究旨在結合時間距離與整體優先效應，以了解時間距離對產品圖片整體優先效應對廣告效果(包含廣告態度、產品態度、興趣意願與廣告記憶)之調節作用，並探討兩者交互作用下的中介機制。
研究方法為一多因子組間實驗設計，2(時間距離：近期未來vs.遠期未來)x2(圖片整體性：局部vs.整體性圖片)x2(產品類別：電玩遊戲、汽車)，共八種不同實驗情境。研究假設有三個，假設一：整體性圖片較局部性圖片擁有較好的廣告效果；假設二：在配對適當的情境下(遠期未來搭配整體性圖片或近期未來搭配局部性圖片)，受試者擁有較好的廣告效果；假設三：在配對適當的情況下，兩自變數之交互作用由處理流暢度所中介。
研究結果顯示性別對廣告效果具主效果，因此對男、女受試者問卷分別分析。
而女性問卷中產品類別對廣告效果具主效果，因此將電玩遊戲、汽車問卷分開分析。研究結果顯示在女性問卷中，整體性電玩圖片對廣告態度與產品態度效果較好，因此假設一僅在女性電玩問卷中部分成立。此外女性汽車問卷中，近期未來與局部性圖片之組合情境僅在廣告態度、產品態度、廣告記憶構面擁有較好的效果，因此假設二僅在女性汽車問卷中部分成立。最後，處理流暢度僅在女性汽車問卷中對廣告態度、產品態度發揮中介效果，因此假設三僅在女性汽車問卷中部分成立。
本研究結果顯示整體優先效應確實會受時間距離之調節，影響消費者對廣告態度、產品態度之評價，而性別、產品使用頻率與品牌熟悉程度也會影響消費者的廣告效果。本研究為後續學者研究解釋水平理論在廣告產品圖片之應用，與實務界在設計新產品圖片之考量提出貢獻。
關鍵字：解釋水平理論、時間解釋理論、整體優先效應、產品圖片

口試委員會審定書 ...........................................................................................................#
誌謝 ....................................................................................................................................i
中文摘要.......................................................................................................................... ii
ABSTRACT .................................................................................................................... iii
目錄..................................................................................................................................iv
圖目錄............................................................................................................................ vii
表目錄........................................................................................................................... viii
第一章 緒論............................................................................................................1
第一節 研究動機....................................................................................................1
第二節 研究目的....................................................................................................3
第二章 文獻探討....................................................................................................4
第一節 整體優先效應(Global Precedence Effect) ................................................4
第二節 解釋水平理論(Construal Level Theory)...................................................8
第三節 時間解釋理論(Temporal Construal Theory).............................................9
第三章 研究方法..................................................................................................11
第一節 研究架構..................................................................................................11
第二節 研究設計..................................................................................................11
第三節 自變數......................................................................................................12
一、 時間距離.............................................................................................12
二、 圖片局部/整體性................................................................................12
第四節 衡量變數與操弄檢定問項......................................................................12
一、 廣告態度.............................................................................................12
二、 產品態度.............................................................................................13
三、 興趣意願.............................................................................................13
四、 廣告記憶.............................................................................................13
五、 訊息處理流暢度.................................................................................14
六、 心像流暢性.........................................................................................14
七、 品牌喜好程度.....................................................................................14
八、 產品使用頻率.....................................................................................15
九、 產品感興趣程度.................................................................................15
十、 品牌熟悉度.........................................................................................15
十一、 時間距離操弄檢定.............................................................................15
十二、 圖片操弄檢定.....................................................................................16
第五節 實驗流程..................................................................................................16
第四章 研究結果..................................................................................................18
第一節 樣本分布..................................................................................................18
第二節 操弄檢定..................................................................................................18
一、 時間距離之操弄檢定.........................................................................18
二、 圖片局部/整體性之操弄檢定............................................................18
第三節 男性受試者之假設檢驗..........................................................................20
第四節 女性受試者之假設檢驗..........................................................................22
一、 女性電玩問卷假設檢驗.....................................................................22
二、 女性汽車問卷假設檢驗.....................................................................23
第五節 小結..........................................................................................................27
第五章 結論與建議.............................................................................................29
第一節 主要發現與討論......................................................................................29
一、 性別對廣告效果具主效果.................................................................29
二、 圖片局部/整體性對廣告效果有主效果............................................29
三、 時間距離對廣告記憶有主效果.........................................................30
四、 時間距離與圖片局部/整體性對廣告效果有交互作用....................30
五、 處理流暢性為中介變項.....................................................................30
第二節 研究貢獻..................................................................................................31
一、 理論貢獻.............................................................................................31
二、 實務貢獻.............................................................................................31
第三節 研究限制與未來建議..............................................................................32
一、 實驗目標物之選擇.............................................................................32
二、 產品類別與圖片局部/整體性的呈現方式........................................32
三、 樣本範圍.............................................................................................32
第四節 總結..........................................................................................................33
參考文獻.........................................................................................................................34
一、 中文文獻.............................................................................................34
二、 英文文獻.............................................................................................34
附錄一正式電玩問卷(整體圖x 遠期未來).................................................................37
附錄二正式汽車問卷(整體圖x 遠期未來).................................................................41

一、 中文文獻
李雅淳 (2016)。「網路團購截團時間遠近與心理模擬對購買決策的影響─以嬰兒用品為例」。國立台灣大學管理學院商學研究所碩士論文。
董重麟 (2015)。「消費者視覺觀點與廣告訴求類型適配度肢體現模擬與溝通效果」。國立政治大學企業管理學系碩士論文。
二、 英文文獻
Antes, J. R., & Mann, S. W. (1984). Global-local precedence in picture processing. Psychological Research, 46(3), 247-259.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of consumer research, 11(2), 643-654.
Chae, B., & Hoegg, J. (2013). The future looks “right”: Effects of the horizontal location of advertising images on product attitude. Journal of Consumer Research, 40(2), 223-238.
Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal of consumer research, 10(1), 45-61.
Finn, A. (1988). Print ad recognition readership scores: An information processing perspective. Journal of Marketing Research, 168-177.
Fujita, K., Henderson, M. D., Eng, J., Trope, Y., & Liberman, N. (2006). Spatial distance and mental construal of social events. Psychological Science, 17(4),278-282.
Gardner, M. P. (1985). Does attitude toward the ad affect brand attitude under a brand evaluation set?. Journal of Marketing Research, 192-198.
Hirschman, E. C. (1986). The creation of product symbolism. NA-Advances in Consumer Research, 13.
Kinchla, R. A., & Wolfe, J. M. (1979). The order of visual processing:“Top-down,””bottom-up,” or “middle-out”. Perception & psychophysics, 25(3),225-231.
Kim, K., Zhang, M., & Li, X. (2008). Effects of temporal and social distance on consumer evaluations. Journal of Consumer Research, 35(4), 706-713.
Lagasse, L. L. (1993). Effects of good form and spatial frequency on global precedence. Perception & Psychophysics, 53(1), 89-105.
Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of personality and social psychology, 86(2), 205.
Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41(2), 151-165.
Martin, M. (1979). Local and global processing: The role of sparsity. Memory & Cognition, 7(6), 476-484.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1).
Norris, C. E., & Colman, A. M. (1992). Context effects on recall and recognition of magazine advertisements. Journal of Advertising, 21(3), 37-46.
Navon, D. (1977). Forest before trees: The precedence of global features in visual perception. Cognitive psychology, 9(3), 353-383.
Navon, D. (1981). The forest revisited: More on global precedence. Psychological research, 43(1), 1-32.
Percy, L., & Rossiter, J. R. (1983). Effects of picture size and color on brand attitude responses in print advertising. NA-Advances in Consumer Research, 10.
Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36-50.
Petrova, P. K., & Cialdini, R. B. (2005). Fluency of consumption imagery and the backfire effects of imagery appeals. Journal of Consumer Research, 32(3),442-452.
Trope, Y., & Liberman, N. (2000). Temporal construal and time-dependent changes in preference. Journal of personality and social psychology, 79(6), 876.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological review, 110(3), 403.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of consumer psychology, 17(2), 83-95.
Unnava, H. R., & Burnkrant, R. E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research, 226-231.
Ward, L. M. (1982). Determinants of attention to local and global features of visual forms. Journal of Experimental Psychology: Human Perception and Performance, 8(4), 562.
Wakslak, C. J., Trope, Y., Liberman, N., & Alony, R. (2006). Seeing the forest when entry is unlikely: probability and the mental representation of events. Journal of Experimental Psychology: General, 135(4), 641.
White, K., MacDonnell, R., & Dahl, D. W. (2011). It''s the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research, 48(3), 472-485.