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題名 如何把目光抓回電視廣告？電視廣告背景音樂在媒介多工情境下的注意力轉換效果初探
作者 黃敏雄
Huang, Min-Syong
貢獻者 張郁敏
Chang, Yu-Miin
黃敏雄
Huang, Min-Syong
關鍵詞 媒介多工
媒體多工
廣告效果
資訊處理
工作記憶
廣告背景音樂熟悉度
廣告訊息處理干擾
廣告注意力
品牌態度
資訊處理模型
推敲可能性模型
日期 2020
上傳時間 2-Mar-2021 15:00:19 (UTC+8)
摘要 媒介多工至今仍然是傳播學門炙手可熱的課題，是有必要持續探討媒介多 工情境下，年輕消費者的廣告效果，以及找出與以往單一媒體情境時的差異， 進一步尋找出年輕消費者在媒介多工情境下，得以增加廣告效果的方法，本研究預期透過音樂的方式，提高年輕消費者在媒介多工情境時，接觸到目標電視廣告的「機會」，進而提高年輕消費者對目標電視廣告的品牌態度。

本研究整合資訊處理模型與推敲可能性模型，利用實驗法共招收 84 份有效 樣本。經分析結果顯示，媒體多工或單一媒體使用情境並不會影響電視廣告訊 息處理機會、電視廣告訊息處理機會也不會影響電視廣告注意力、電視廣告注意力也不會影響品牌態度;且廣告背景音樂熟悉度並不會調節不同媒體使用情境對電視廣告訊息之處理干擾，進而也不影響目標電視廣告注意力與品牌態度。因此，本研究歸納學術結論，認為無論在何種媒體情境下，廣告訊息處理干擾如果都偏低，可能推翻過往研究的結論；歸納實務結論，認為廣告音樂或許不必購買耳熟能詳而昂貴的音樂，符合品牌調性及匹配廣告整題呈現才或許是首要的挑選要旨。

建議未來研究可以將認知資源與資訊處理之相關研究套用在媒介多工情境中，或許能找到一個成功調節的因子，進而影響到廣告注意力與品牌態度，讓電視廣告得以重拾正處媒介多工情境下的消費者之目光。
參考文獻 中文部分 吳京一、童麗珠(2017)。〈簡介工作記憶及其腦內機制〉，《科學教育月刊》，
398:2-12。
林慧斐(2014)。〈聽覺與視覺置入一致性對行動廣告回憶與態度效果之探討〉，
《資料社會學研究》，27:58-89。
張郁敏(2015)。〈跨世代行動上網與電視並用行為與動機〉，《新聞學研究》，
124:83-116。
徐明佑(2016)。《完全媒體多工與非同時性綜效的比較》。國立政治大學廣告學
系碩士論文。
吳淑鶯、彭康達(2010)。〈消費者對航空公司的品牌知曉, 認知品質與知覺價
值在品牌態度及購買意願上之影響〉，《中華管理評論國際學報》，
13(2)。
鍾育明、黃樸生(2016)。〈品牌故事功能對顧客廣告態度與品牌態度之影響—
兼論品牌知名度之干擾角色〉，《北商學報》， (27-30):47-79。
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網路資料
臺灣傳播調查資料庫（2018）。【產業動態】有線電視收視戶銳減，今年超過10
萬戶剪線。http://www.crctaiwan.nctu.edu.tw/industrynews_detail.asp?I
N_ID=5556
動腦雜誌（2019）。Grow up 像你的樣 Mercedes-Benz 的創新盛宴。https://w
ww.brain.com.tw/news/articlecontent?ID=47441#i5GnWESy
國家通訊傳播委員會（2018）。107 年度電視使用行為及滿意度調查研究報
告。https://www.ncc.gov.tw/chinese/files/19052/4007_41451_190520_
1.pdf
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ww.ncc.gov.tw/chinese/files/17100/3500_36044_171006_1.pdf
資策會FIND（2017）。調查：七成民眾看電視+滑手機 男生愛打電玩、女生購
物。https://finance.ettoday.net/news/905714?redirect=1
科技新報（2019）。MOD 揮別 14 年虧損，中華電：2019 年全年可轉盈。htt
ps://technews.tw/2019/09/18/mod-could-turn-into-profit-for-the-whol
e-year/
凱洛媒體（2017）。專題報告： 2017 年廣告量報告。https://twncarat.wordpr
ess.com/2018/03/29/專題報告：-2017 年廣告量報告/
台灣數位媒體應用暨行銷協會（2019）。2019 台灣數位廣告量統計報告。http
s://www.wavenet.com.tw/news/dma2019-台灣數位廣告量統計報告/
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
106464029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106464029
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yu-Miinen_US
dc.contributor.author (Authors) 黃敏雄zh_TW
dc.contributor.author (Authors) Huang, Min-Syongen_US
dc.creator (作者) 黃敏雄zh_TW
dc.creator (作者) Huang, Min-Syongen_US
dc.date (日期) 2020en_US
dc.date.accessioned 2-Mar-2021 15:00:19 (UTC+8)-
dc.date.available 2-Mar-2021 15:00:19 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2021 15:00:19 (UTC+8)-
dc.identifier (Other Identifiers) G0106464029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/134219-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 106464029zh_TW
dc.description.abstract (摘要) 媒介多工至今仍然是傳播學門炙手可熱的課題，是有必要持續探討媒介多 工情境下，年輕消費者的廣告效果，以及找出與以往單一媒體情境時的差異， 進一步尋找出年輕消費者在媒介多工情境下，得以增加廣告效果的方法，本研究預期透過音樂的方式，提高年輕消費者在媒介多工情境時，接觸到目標電視廣告的「機會」，進而提高年輕消費者對目標電視廣告的品牌態度。

本研究整合資訊處理模型與推敲可能性模型，利用實驗法共招收 84 份有效 樣本。經分析結果顯示，媒體多工或單一媒體使用情境並不會影響電視廣告訊 息處理機會、電視廣告訊息處理機會也不會影響電視廣告注意力、電視廣告注意力也不會影響品牌態度;且廣告背景音樂熟悉度並不會調節不同媒體使用情境對電視廣告訊息之處理干擾，進而也不影響目標電視廣告注意力與品牌態度。因此，本研究歸納學術結論，認為無論在何種媒體情境下，廣告訊息處理干擾如果都偏低，可能推翻過往研究的結論；歸納實務結論，認為廣告音樂或許不必購買耳熟能詳而昂貴的音樂，符合品牌調性及匹配廣告整題呈現才或許是首要的挑選要旨。

建議未來研究可以將認知資源與資訊處理之相關研究套用在媒介多工情境中，或許能找到一個成功調節的因子，進而影響到廣告注意力與品牌態度，讓電視廣告得以重拾正處媒介多工情境下的消費者之目光。		zh_TW
dc.description.tableofcontents 第一章 緒論 p.7
第一節 研究背景 p.7
第二節 研究目的 p.10

第二章 文獻探討 p.12
第一節 資訊處理過程與工作記憶 p.12
第二節 資訊處理過程與推敲可能性模型 p.15
第三節 動機能力機會與媒介多工 p.19
第四節 媒體多工中音樂熟悉度的調節效果 p.22

第三章 研究方法 p.25
第一節 研究架構 p.25
第二節 實驗設計與變項操弄 p.25
第三節 實驗刺激物之前測 p.27
第四節 正式實驗 p.33

第四章 資料分析 p.44
第一節 樣本輪廓 p.44
第二節 研究假設檢驗 p.47

第五章 研究結果與討論 p.52
第一節 各變項討論 p.52
第二節 學術與實務貢獻 p.55
第三節 研究限制與未來建議 p.57

參考書目 p.61
網路資料 p.68
附錄一、前測音樂連結 p.69
附錄二、前測問卷 p.69
附錄三、正式實驗影片連結 p.69
附錄四、正式實驗問卷 p.69		zh_TW
dc.format.extent 25998148 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106464029en_US
dc.subject (關鍵詞) 媒介多工zh_TW
dc.subject (關鍵詞) 媒體多工zh_TW
dc.subject (關鍵詞) 廣告效果zh_TW
dc.subject (關鍵詞) 資訊處理zh_TW
dc.subject (關鍵詞) 工作記憶zh_TW
dc.subject (關鍵詞) 廣告背景音樂熟悉度zh_TW
dc.subject (關鍵詞) 廣告訊息處理干擾zh_TW
dc.subject (關鍵詞) 廣告注意力zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 資訊處理模型zh_TW
dc.subject (關鍵詞) 推敲可能性模型zh_TW
dc.title (題名) 如何把目光抓回電視廣告？電視廣告背景音樂在媒介多工情境下的注意力轉換效果初探zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分 吳京一、童麗珠(2017)。〈簡介工作記憶及其腦內機制〉，《科學教育月刊》，
398:2-12。
林慧斐(2014)。〈聽覺與視覺置入一致性對行動廣告回憶與態度效果之探討〉，
《資料社會學研究》，27:58-89。
張郁敏(2015)。〈跨世代行動上網與電視並用行為與動機〉，《新聞學研究》，
124:83-116。
徐明佑(2016)。《完全媒體多工與非同時性綜效的比較》。國立政治大學廣告學
系碩士論文。
吳淑鶯、彭康達(2010)。〈消費者對航空公司的品牌知曉, 認知品質與知覺價
值在品牌態度及購買意願上之影響〉，《中華管理評論國際學報》，
13(2)。
鍾育明、黃樸生(2016)。〈品牌故事功能對顧客廣告態度與品牌態度之影響—
兼論品牌知名度之干擾角色〉，《北商學報》， (27-30):47-79。
Alexomanolaki, M., Loveday, C., Kennett, C. J. M., Sound,, & Image, t. M. (2007). Music and memory in advertising: Music as a device of implicit learning and recall. 1(1), 51-71.
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dc.identifier.doi (DOI) 10.6814/NCCU202100339en_US