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研究生:黃亭嘉
研究生(外文):HUANG,TING-CHIA
論文名稱:又來了-重複廣告的迴力鏢效應
論文名稱(外文):Here we go again! The Boomerang effect of advertising repetition
指導教授:方文昌方文昌引用關係
指導教授(外文):FANG, WEN-CHANG
口試委員:張秀惠林倩綺方文昌
口試委員(外文):CHANG, HSIU-HUILIN, CHIEN-CHIFANG, WEN-CHANG
口試日期:2020-06-05
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2020
畢業學年度:108
語文別:中文
論文頁數:60
中文關鍵詞:反抗心理廣告效果影音廣告曝光次數
外文關鍵詞:Psychological ReactanceAdvertising effectsVideo adsFrequency of Exposure
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近年來全球數位廣告市場投放數量大幅增加,企業投入大量行銷預算在影音廣告上,搶攻消費者眼球注意力,並且與具有影響力網紅合作,為其推廣產品或品牌增加吸引力,但廣告真的是越多越好嗎? 過多廣告刺激及重複曝光,會使消費者產生抗拒心理,如同迴力鏢一般,拋出去又會重新飛回原來的方向,形成反效果。本研究以迴力鏢效應為基礎,分別探討「影音廣告螢幕尺寸大小」、「單一廣告出現頻率高低」、「相同廣告同一時間重複次數多寡」對反抗心理及廣告效果的影響,以及探討上述三個因素是否具備迴力鏢效應。
本研究採用實驗法,依序設計三組實驗。分別探討影音廣告尺寸、廣告出現頻率高低、相同廣告同一時間重複次數,對反抗心理與廣告效果之影響。實驗設計流程為隨機指派受測者觀看約5分鐘之影片,影片中穿插實驗之廣告,隨後填答問卷,三組主影片分別為「郭董家開箱文」、「勇闖冰島倫敦ep.2」、「康熙來了:林志玲篇」,影音廣告選用網紅蔡阿嘎及阿滴英文所拍攝之廣告,總共回收321份有效問卷,並以單因子多變量變異數分析進行驗證。
研究結果發現影音廣告中,螢幕尺寸越小、廣告出現頻率次數越多,其反抗心理越高,且廣告效果越差,迴力鏢效果顯著,但相同廣告同一時間重複次數愈多的反抗心理越高,呈現顯著效果,但廣告效果雖然變差,則不具顯著結果。
本研究發現高頻率的投放重複廣告,未必會達到廣告效果。此結果可提供行銷人員及廣告企業主參考,如何在廣告投放預算有限時,進行有效率的廣告投放配置,降低消費者的抗拒心理,提高廣告效益。

In recent years, the number of digital advertising markets has increased significantly in the world. Enterprises have invested a lot of marketing budgets in video advertising to grab consumers’ attention and to cooperate with influential Internet celebrities to promote their products or increase attraction on the brands. Is it really better to have more advertisings? Too many advertisements and exposure them repeatedly would cause consumers to resist, which is like a boomerang, throwing it and flying back to the original direction that would cause negative effect. This study is based on the boomerang effect to discuss the reactance and advertising effects are by "the screen size of video advertisings", "the frequency of a single ad's appearance", "the number of repetitions on the same ad at the same time" and whether three factors have boomerang effect.

The experimental method was used to design three sets of experiments in sequence in this study. "The screen size of video advertisings", "the frequency of a single ad's appearance", and "the number of repetitions on the same ad at the same time" were discussed the effects on the reactance and the effectiveness of advertisements. The experiment design process is to randomly assign the subjects to watch a video for about 5 minutes, the experimental advertisement was interspersed in the video, and then the subjects were asked to fill in the questionnaire. The three main videos were "Unboxing review of chairman Guo’s home", "Breakthrough Iceland and London ep.2", and "Kangsi Coming: Lin Chi-Ling", and the video advertising were selected by two social media influencers , Tsai Aga and Adi English. A total of 321 valid questionnaires were collected and verified by one-way MANOVA.

The results of the study show that the smaller the screen size, the more advertisings appeared, and the higher of reactance. The worse the advertising effect, the boomerang effect significantly. However, the number of repetitions on the same ad at the same time is more, the higher of reactance, which effect significantly. Even the advertising effect gets worse, there are no significant results. This study shows that high frequency of repeated advertising may not necessarily achieve the advertising effect. This result can provide marketing and advertising business enterprises as a reference. How to carry out efficient advertising placement when the advertising budget is limited, reduce consumers’ reactance and improve advertising effectiveness.

謝 詞 I
論文提要 II
ABSTRACT III
目 錄 V
圖 次 VIII
表 次 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究架構流程 5
第二章 文獻探討 7
第一節 迴力鏢效應 7
第二節 影音廣告 9
第三節 曝光頻率 11
第四節 廣告重複 13
第五節 反抗心理 14
第六節 廣告效果 17
第七節 意見領袖 19
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假說 22
第三節 研究變數之操作型定義23
第四節 實驗設計 27
第五節 資料分析方法 34
第四章 資料分析與結果 35
第一節 樣本資料分析 35
第二節 信度分析 37
第三節 假說檢定驗證 37
第四節 資料分析結果 42
第五章 結論與建議 43
第一節 研究結果與討論 43
第二節 管理意涵 45
第三節 研究限制及建議 46
參考文獻 47
附錄一 問卷(實驗一) 55
附錄二 問卷(實驗二) 57
附錄三 問卷(實驗三) 59
著作權聲明 61


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