臺灣博碩士論文加值系統

WWW的興起為商業活動帶來了許多新的商業模式，就行銷而言它提供了一個新的溝通模式，讓廠商可以利用新興的科技發展出更有效的廣告。因而在WWW上廣告的數量連續幾年都是呈現大幅增加的情況，也引發了學術界投入WWW廣告的研究，在WWW廣告的研究中，互動性與生動性為主要的獨立變項。然而，互動性可能需要一定的生動性作為門檻，而高生動性，像3D的操作，需要與消費者互動才能達成效果，因此就實務面而言，生動與互動兩者的搭配是一個重要的議題。雖然生動性與互動性是相互獨立的構念，但兩者卻是形成遙距臨場感的重要變項。因此引發本研究之動機：WWW廣告的遙距臨場感程度應如何劃分？生動性與互動性要如何配合？
本研究將利用遙距臨場感相關理論以及個案分析推論出遙距臨場感程度的三個層次，第一層內容臨場感，第二層社會臨場感，第三層個人化臨場感。根據文獻推論，這三個層次的廣告效果會受到消費者本身想像力生動程度的差異，與不同的產品類型的干擾。
理論架構以4×2的實驗設計驗證，包括三個遙距臨場感層次，與一個不提供遙距臨場感效果的第0層；想像力生動程度的差異；與兩種產品類型，搜尋產品與經驗產品。研究樣本為北區的大專學生，以隨機方式分配至8組，實驗有效的分析樣本為152人。
經過檢驗後確認各遙距臨場感層次在遙距臨場感的效果有顯著的差異，產品類型經過前測確認為虛擬品牌ArchTimes手錶與HighPerformance筆記型電腦。
實驗結果顯示，遙距臨場感層次越高，其廣告效果也越好。想像力生動程度高低對遙距臨場感的廣告效果在再認上有顯著影響，產品類型會對遙距臨場感層次的廣告效果在回憶、再認上有顯著影響。

The study examines the dimensions of telepresence from literature review and case study. The Initial results show that there are three dimensions of telepresence and two important deteminates. We further group these dimensions and determinates into three levels of telepresence and show that these three types exhibit different degree of telepresence. They are, from lower to higher level, Content Presence, Sscial Presence and Personal Presence.
The study conducted experiment method, using three telepresence levels of WWW advertisement as experimental group and using vividness of visual imagery and product types as mediators to find the effects of telepresence on advertisement. As the result of the experiment, we found the higher the level of telepresence of a WWW advertisement, the more effectiveness of recall and recognition. This evidence supports the fundamental hypothesis: The higher the level of telepresence of a WWW advertisement, the more effectiveness of advertising. There exists a interaction among vividness of visual imagery and levels of telepresence on advertising effectiveness. The product types and levels of telepresence on advertising effectiveness also exits a interaction.

第一章 緒論 1
第一節 研究動背景及動機 1
第二節 研究問題與目的 2
第三節 研究步驟 3
第四節 研究範圍與研究限制 5
第二章 文獻探討與初步個案分析 6
第一節 WWW廣告的定義 6
第二節 生動性 7
第三節 互動性 10
第四節 遙距臨場感的探討 13
第五節 初步廣告個案分析 18
第六節 遙距臨場感的層次 23
第七節 想像力生動程度與產品類型對廣告效果的影響 29
第三章 理論架構與研究方法 33
第一節 理論架構 33
第二節 研究假說 37
第三節 實驗設計與變項定義 40
第四節 檢驗假說方法 52
第四章 研究結果 54
第一節 資料蒐集 54
第二節 操弄檢驗 56
第三節 遙距臨場感層次與廣告效果 59
第四節 想像力生動程度與遙距臨場感的交互作用 66
第五節 產品類型與遙距臨場感的交互作用 73
第六節 綜合討論 82
第五章 結論與建議 83
第一節 研究結論 83
第二節 理論與實務的涵意 87
第三節 後續研究建議 89
參考文獻 91
附錄一 — 前測問卷 99
附錄二 — 實驗問卷 101
附錄三-實驗廣告 110

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