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研究生： 王凱
Kai Wang
論文名稱： 超媒體電腦媒介環境中消費者涉入與廣告效果研究－廣告情境與導引策略的調節影響
指導教授： 范錚強
Cheng-Kiang Farn
口試委員:
學位類別： 博士
Doctor
系所名稱： 管理學院 - 資訊管理學系
Department of Information Management
畢業學年度： 89
語文別： 中文
論文頁數： 150
中文關鍵詞： 導引 、訊息訴求 、廣告變化 、廣告效果 、消費者涉入 、超媒體電腦媒介環境 、目標導向 、經驗性
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    • 在這樣的情境下，如何利用超媒體電腦媒介環境中的媒體特性達到最佳廣告效果，便成為值得深入探討且被實務界所關心的議題。本研究以涉入理論為基礎，針對線上廣告的主題，探討在超媒體電腦媒介環境中，消費者商品涉入程度、廣告情境、導引效果、以及其間交互作用對於廣告效果的影響。
    研究結果發現，在線上廣告情境中，消費者的商品涉入程度對於廣告效果並不具有主效果的影響關係。在廣告情境設計方面，不同的廣告變化對於消費者商品涉入程度對於廣告態度、再認、以及總體記憶的影響有差異。同時，不同的訊息訴求下，消費者商品涉入程度則對於提示品牌回憶的影響有差異。然而，關於導引策略的運用部份，導引效果的調節作用則未獲支持。
    儘管關於導引策略部份的調節效果未獲支持，但根據消費者網路瀏覽行為目的性不同（目標導向卅經驗性）而進行的操弄以及比較，則發現當消費者焦點著重於資訊「內容」時，較易受到與網頁中廣告相關的導引效果影響；而經驗性瀏覽的消費者將焦點置於「媒體」，較易受到廣告呈現情境中變化以及訴求運用的影響。另外，針對導引策略與廣告效果間主效果關係的探索性分析亦發現，導引策略的運用有其效果，但在兩種導引策略之間（認知性卅情感性）則未有顯著差異。以資料分析結果為基礎，本研究並提出實務上的意涵以及對後續研究方向的建議。

    1. 緒論1-3 1.1. 研究背景與動機1-3 1.2. 研究目的1-6 1.3. 研究範圍1-7 1.4. 研究進行程序1-8 2. 文獻探討2-1 2.1. 電腦媒介環境與溝通模型2-1 2.2. 廣告與消費者的資訊處理行為2-5 2.2.1. 廣告發生影響的過程2-5 2.2.2. 線上環境中消費者目的對於廣告資訊處理的影響2-9 2.3. 廣告情境(Ad Context)2-10 2.3.1 廣告的重複出現與變化2-12 2.3.2. 廣告的訊息訴求2-15 2.4. 消費者涉入2-17 2.4.1. 思考可能性模式(Elaboration Likelihood Model; ELM)2-19 2.5. 導引效果2-22 2.6. 廣告效果2-26 2.6.1. 記憶效果2-26 2.6.2. 廣告態度2-27 2.7. 網路廣告相關文獻2-29 2.8. 小結2-31 3. 研究模型與研究假說3-1 3.1. 研究假說3-3 3.1.1. 涉入的影響3-3 3.1.2. 廣告變化策略的調節效果3-5 3.1.3. 訊息訴求的調節效果3-8 3.1.4. 導引策略的調節效果3-11 3.2. 研究架構3-15 4. 研究方法4-1 4.1. 變項操作化4-1 4.1.1. 自變項定義與操作化4-1 4.1.2. 因變項定義與操作化4-4 4.2. 研究設計4-6 4.2.1. 實驗設計4-6 4.2.2. 前測1：廣告商品4-7 4.2.3. 前測2：訊息訴求以及導引效果4-8 4.2.4. 實驗進行程序4-11 4.3 資料分析方法4-13 5. 資料分析5-1 5.1. 樣本基本資料分析5-1 5.2. 信度與效度檢測5-5 5.2.1. 信度5-5 5.2.2. 構念效度檢測5-6 5.3. 變異數分析基本假設的檢定5-8 5.3.1. 所有的樣本都是隨機抽選而得，而且彼此獨立5-8 5.3.2. 各母體呈常態分配5-9 5.3.3. 各母體的變異數都相等5-11 5.4. 假說檢定5-11 5.4.1. 涉入的主效果影響5-12 5.4.2. 廣告變化策略的調節效果5-13 5.4.3. 訊息訴求的調節效果5-15 5.4.4. 導引策略的調節效果5-17 5.5. 消費者上網目的對於廣告資訊處理的影響5-18 5.6. 探索性分析：導引策略對於廣告效果的影響5-20 5.7. 小結5-22 6. 結論與建議6-1 6.1. 研究結果與討論6-1 6.2. 實務意涵6-3 6.3. 研究限制6-7 6.4. 未來研究方向6-8 參考文獻R-1 附錄1：實質性以及裝飾性變化操作化方式附-1 附錄2：認知性以及情感性導引的平面廣告附-5 附錄3：前測使用之個人涉入量表附-7 附錄4：美國安泰人壽台灣分公司元氣早安健康生活網(http://www.ohayo.com.tw/)轉載授權書附-10 附錄5：訊息訴求以及導引效果前測說明文件附-11 附錄6：常態性檢定Q-Q圖附-12 附錄7：經驗性與目標導向樣本變異數分析結果附-18

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