近年來，敘事化逐漸的運用在廣告行銷領域當中，不同類別的品牌或是產品利用敘事化廣告來吸引消費者、降低傳統廣告所帶來的負面觀感。此篇研究以典型理論、分類理論、廣告不一致理論、基模觸發影響等等相關的理論基礎來定義敘事化廣告的典型性，並探究其對消費者行為所產生的影響。另外，在消費者認知風格方面本研究運用認知風格理論中的雙元認知風格來進一步探討理性認知風格與經驗性認知風格的消費者在接觸敘事化廣告的同時是否存在行為差異。
本研究採實驗設計法，以敘事化廣告來做為實驗刺激物，針對240位國立中央大學大學部學生做調查。本研究為二因子實驗設計，由敘事化廣告的類型(典型vs.非典型)與認知風格類型(理性vs.經驗性)兩自變數設計出四個不同的研究組別，針對品牌效益相關概念(廣告態度、品牌態度、購買意圖、品牌信任度與品牌黏著度)的影響作分析研究。
研究發現，不論是在典型或是非典型的敘事化廣告類別上，對於品牌相關概念效益基本都是經驗性認知風格的表現優於理性認知風格。理性認知風格只有在敘事化廣告是典型性時，品牌黏著度的表現才會優於非典型的敘事化廣告。本研究的理論貢獻是創立一套依據典型性對於敘事化廣告的分類概念以及其對消費者行為之影響。在實務上，研究結果建議必須先針對敘事化廣告的類別與消費者的認知風格類型做策略上的區別，以達到對於消費者的精準行銷。

In recent years, many worldwide brands and companies are using narrative advertisements to attract consumers and reduce negative impression in the marketing field. Building on theories such as typical theory, category theory, ad incongruence theory, and schema triggered affect theory, this study conceptualizes typicality of narrative ads and explores how such ads shape consumer behavior. To further evaluate consumers’ behavioral differences, the dual-process view in consumer cognitive is applied to compare the advertising effectiveness between rational cognitive or experience cognitive consumers.
A two-factor (narrative advertisement type: typicality vs. atypicality and cognitive style: rational vs. experience) between-subject experimental design method was employed to stimulate 240 National Central University students’ reactions including attitude toward the ad, attitude toward the brand, purchasing intention, brand trust, and brand attachment.
The results showed that both typical and atypical narrative ads were more effective for experience cognitive consumers than rational cognitive consumers in terms of the brand outcomes. The rational cognitive consumers only performed better than experience cognitive consumers on brand attachment in the condition of typical ads. Therefore, the research findings suggest that narrative ad type and cognitive style must be taken into consideration when designing efficient strategies to target consumer segments.

目錄
頁次
中文摘要 ..............................................i
英文摘要 ...............................................ii
目錄 ...............................................iii
圖目錄 ...............................................vi
表目錄 ..............................................vii
附錄目錄 .............................................ix
一、緒論 ..............................................1
1-1 背景資訊與研究動機 ................................1
1-2 研究預期貢獻 .....................................2
1-3 研究程序 .........................................4
二、文獻探討 ..........................................5
2-1 概論 ............................................5
2-2 敘事化廣告 (Narrative Advertising) ...............5
2-3 典型廣告與非典型廣告 ..............................7
2-4 沉浸性 (Transportation) ........................10
2-5 雙元認知風格 (The Dual-Process View) ............11
2-5-1 理性經驗性清單 [Rational-Experiential Inventory
(REI-40)] ...................................11
2-6 品牌信任度 (Brand Trust) ........................13
2-7 品牌黏著度 (Brand Attachment) ...............14
2-8 態度和行為意圖 (Attitude And Behavioral Intention) 15
2-8-1 廣告態度 (Attitude Toward The Ad) ............16
2-8-2 品牌態度 (Brand Attitude) ....................16
2-8-3 購買意圖 (Purchasing Intention) ..............17
2-9 敘事化廣告與消費者的態度關聯性 ....................17
2-9-1 敘事化廣告典型性 vs. 品牌相關態度 ..............18
2-9-2 個人的認知風格 vs. 品牌相關態度 ...............18
2-10 研究假說 ......................................20
三、研究方法 .........................................22
3-1 研究架構 ........................................22
3-2 研究對象與材料 ..................................23
3-3 研究變數定義與衡量方法 ...........................23
3-3-1 自變數之操作定義與衡量 ........................24
3-3-2 個人的認知風格：理性認知風格 vs. 經驗性認知風格 25
3-3-3 應變數之操作定義與衡量 ........................27
3-3-4 共同變異數之操作定義與衡量 ....................31
3-4 研究設計 ........................................32
3-4-1 實驗設計 .....................................32
3-4-2 廣告前測 .....................................33
3-5 正式問卷與抽樣 ..................................35
四、研究結果 .........................................37
4-1 資料分析 ........................................37
4-2 統計方法 ........................................37
4-3 樣本特性分析 ....................................37
4-4 主要變數信度分析 ................................39
4-5 自變數的操弄檢定 ................................40
4-5-1 敘事化廣告典型性 .............................40
4-5-2 個人的認知風格 ...............................40
4-6 品牌相關變數之變異數分析 .........................41
4-6-1 廣告效果變異數分析 ............................41
4-6-2 品牌信任度變異數分析 ..........................44
4-6-3 品牌黏著度變異數分析 ..........................44
4-7 研究結果 ........................................45
五、結論與建議 .......................................47
5-1 結論概述 ........................................47
5-2 不同的敘事化廣告典型性對廣告效果、品牌信任度與品牌黏著度
之影響 ..........................................47
5-3 不同認知風格對廣告效果、品牌信任度與品牌黏著度之影響 48
5-4 不同的敘事化廣告典型性搭配不同認知風格對廣告效果、品牌信
任度與品牌黏著度之影響 ...........................50
5-5 總結 ...........................................50
5-6 建議 ...........................................51
5-6-1 行銷策略 .....................................51
5-6-2 研究限制 .....................................52
六、參考文獻 .........................................53

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