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Author: 賴忠和
Thesis Title: 電視牆媒體廣告效果之探索性研究
The Advertisement Effect of Video Wall – An Explorer Study
Advisor: 盧希鵬
Hsi-Peng Lu
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
Tain-Yi Luor
Sun-Jen Huang
Degree: 碩士
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2023
Graduation Academic Year: 111
Language: 中文
Pages: 50
Keywords (in Chinese): 電視牆廣告AIDMAAISAS廣告效果
Keywords (in other languages): Digital screens and billboards advertisement, AIDMA, AISAS, advertising effect
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  • 就廣告及行銷業者而言,傳統的電視牆廣告在傳統的行銷模式中,存在對潛在消費者的眼球吸引力,並可能造成其消費行為或資訊的傳播與分享。近期由於通訊的發達、行動裝置及人工智能的崛起,原本的消費行為及傳統商業模式都受到挑戰。可攜式裝置如手機等已成為民生必需品,且隨著行動通訊技術的提升,可攜式裝置功能更多樣化,簡訊可發送文字、傳送圖片、聲音和影像等多媒體的服務。對於在此多變的媒體環境下,傳統的電視牆廣告其原本的廣告效果-例如資訊分享及影響消費者的行為效果為何?
    本研究以廣告模型中之AIDMA及AISAS倆模型並採問卷調查之研究法探討電視牆廣告媒體訊息之效果。本研究中之廣告媒體訊息以倆類型進行調查-一為EMBA的招生廣告;另一為藝術性的活動-個人畫展的展出資訊。問卷發放對象為廣告業者、大學生及研究生等。共回收402 份問卷,經調查後,有效問卷為127 份,回收後資料並經統計及模型驗證。
    研究結果顯示:電視牆的廣告效果在EMBA的招生廣告上-招生廣告內容及記憶的兩項變數在次序比較上為前二名。 同樣的,在藝術性的活動-個人畫展的廣告上-個展廣告內容及記憶的兩項變數在次序比較上也為前二名。而在路徑模型檢定上,兩項類型在電視牆廣告,經檢定後,其結果均為: (1)、AE 廣告會正向影響興趣 (INTEREST); (2)、電視牆廣告結合對電視牆廣告認知有效性會正向影響興趣 (INTEREST); (3)、電視牆廣告結合廣告訊息接受者需求性會正向影響興趣 (INTEREST);(4)、興趣 (INTEREST)會正向影響慾望(DESIRE); (5)、慾望(DESIRE)會正向影響記憶(MEMORY);(6)、記憶(MEMORY)會正向影響意願(Intention to Action);(7)、記憶(MEMORY)會正向影響搜尋 (SEARCH);(8)、搜尋(SEARCH)會正向影響意願 (Intention to Action);(9)、搜尋(SEARCH)會正向影響分享(Intention to share information)及 (10)、意願 (Intention to Action) 會正向影響分享 (Intention to share information)。

    As far as the advertising and marketing industry is concerned, traditional digital screens and billboards advertisements are attractive to potential consumers in the traditional marketing campaign and may cause their consumption behavior or information dissemination and sharing. Recently, due to the development of communication, the emergence of mobile devices and artificial intelligence application, the consumer behavior and traditional business model have been challenged. Portable devices such as mobile phones have become necessities for people's livelihood. With the improvement of mobile communication technology, the functions of portable devices are more diversified. Social media and instant messenger application provide real-time context transmission including text, photos, audios, and videos. In this ever-changing media environment, what is the original advertising effect of traditional digital screens and billboards advertising - such as information sharing and influencing consumer behavior?
    In this study, the AIDMA and AISAS models in the advertising model are adopted, and the research method of questionnaire survey is used to explore the effect of the information delivery by digital screens and billboards. The information delivery of advertising media in this study is investigated in two types - one is EMBA admissions advertisements; the other is artistic activities - information of personal art exhibitions. The questionnaires are distributed to advertisers, college students and graduate students. A total of 402 questionnaires were recovered. After investigation, 127 valid questionnaires were collected. The recovered data were verified by statistics and models.
    The results of the research show that the two variables of advertising effect of EMBA admissions advertisement on digital screens and billboards, the admissions advertisement content and memory impressions are the top two in the order comparison. Similarly, for the
    artistic activities - personal art exhibition advertisements - the two variables of solo exhibition advertisement content and memory impressions are also the top two in terms of order comparison.
    In the path model verification, the two types of digital screens and billboards advertisements are verified. The results are: (1), AE advertisements will positively affect “INTEREST” (2), Digital screens and billboards advertisements combined with effectiveness of digital screens and billboards advertisements cognition will positively affect “INTEREST” (3), Digital screens and billboards advertisements combined with advertisement message receiver’s demand will positively affect “INTETEST”; (4), INTEREST will positively affect “DESIRE”; (5), DESIRE will positively affect “MEMORY” (6), MEMORY will positively affect Intention to Action; (7), INTEREST will positively affect SEARCH; (8), SEARCH will positively affect Intention to Action; (9), SEARCH search will positively affect Intention to information sharing and (10), Intention to Action will positively affect Intention to information sharing.
    The results of this study hope to provide a marketing strategy reference for media companies and to choose and match innovative multimedia messages as advertising media to achieve marketing goals and improve marketing results.

    摘 要 I Abstract III 誌 謝 V 目錄 VI 圖目錄 VII 表目錄 VIII 第一章、緒論 1 第一節、 研究背景 1 第二節、 研究動機 6 第三節、 研究目的 6 第二章、文獻探討 8 第一節、 廣告效果 8 第二節、 研究變數—廣告 11 第三章、研究方法 15 第一節、 研究模型與假說 15 第二節、 研究流程 19 第三節、 研究對象與抽樣方法 20 第四節、 研究資料分析 21 第四章、研究結果 22 第一節、 樣本結構分析 22 第二節、 信度分析 25 第三節、 相關分析 28 第四節、 假設驗證結果 31 第五章、結論 36 第一節、 研究結論 36 第二節、 研究限制及建議 37 參考文獻 38

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