本文選定近期興起的行動直播為主要廣告分類以執行研究分析，並進一步
的將產品直播廣告細分為四種型態，依序為主題談話、開箱體驗、產品活動、
活動參與。透過網路問卷的發放，了解消費者對於觀賞完四種型態的產品直播
廣告後，對於廣告效果及購買意願與態度產生之影響。本研究目的為：
1. 探討不同產品直播廣告情境下，廣告效果偏好度及購買意願與態度之關
聯性
2. 探討不同產品直播廣告情境下，廣告效果知曉度及購買意願與態度之關
聯性
3. 探討不同產品直播廣告情境下，廣告效果知曉度及偏好度之關聯性
4. 探討廣告效果偏好度及知曉度對於購買意願與態度是否具有正面的影響
5. 不同產品直播廣告其所帶來的廣告效果知曉度、偏好度及購買意願與態
度之比較
上述經研究結果發現，不同產品直播廣告情境下，不論廣告效果偏好度或
知曉度皆與購買意願與態度產生關聯，且彼此也具顯著關聯。另外，進一步的
本研究發現廣告效果知曉度及偏好度對於購買意願皆產生顯著之正向影響。最
終，針對四種產品直播廣告進行變異數分析與事後檢定之比較，發現其在廣告
效果知曉度、偏好度、購買意願與態度，皆具有顯著差異。

This study selected the recent broadcast trend – live video as the main advertisement classification for the research and analysis. We divided the product live video advertisement into four types, including Topic Conversation, Unboxing Review, Product Activity and Activity Participation product live videos. Using online questionnaires to collect the data and understand consumer’s impact and attitude on advertising impact and purchase intention after watching product live videos. The purpose of this study is:

1. Explore the relationship between the preference of advertising impact and the purchase intention and attitude under different types of product live videos. 2. Explore the relationship between the awareness of advertising impact and the purchase intention and attitude under different types of product live videos. 3. Explore the relationship between advertising awareness and preference under different types of product live video. 4. Explore whether advertising impact of preference, awareness and purchase intention and attitude have a positive impact or not. 5. Compare advertising impact of awareness, preference and purchase intention and attitude under different types of product live videos.

The results of this study, found out that under different types of product live videos always have a significant correlation among advertising impact of preference or awareness and purchase intention and attitude. In addition, this study also discovered that the impact of advertising awareness and preference to purchase intention will have a significant positive impact. At last, using ANOVA and post-test, we found out that under four types of live videos, there are always have a significant difference in advertising impact of awareness, preference and purchase intention and attitude.

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