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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: 2021-03-02 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。
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    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
    DOI: 10.6814/NCCU202100339
    顯示於類別:[傳播學院傳播碩士學位學程] 學位論文

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