練乃華臺灣大學:商學研究所李怡萱Lee, Yi-HsuanYi-HsuanLee2010-06-012018-06-292010-06-012018-06-292008U0001-0411200800373600http://ntur.lib.ntu.edu.tw//handle/246246/184515本研究之主要目的欲探討在不同能見度產品下，懷舊類型對廣告效果之影響。同時檢視懷舊傾向與性別兩變數之影響，以深入了解不同類型懷舊廣告效果。研究採3x2 實驗設計，控制懷舊類型(歷史懷舊、個人懷舊、非懷舊)與產品能見度(高能見度產品：牛仔褲、低能見度產品：印表機)。前測挑選出實驗產品後，以廣告文案達成不同懷舊類型之操弄。受試者隨機看到六則廣告中之一則後，填答問卷以衡量想法與廣告效果。究結果顯示，無論在何種能見度產品之下，歷史懷舊能引起較佳的廣告態度與產品態度。本研究推論，歷史懷舊鼓勵個人回想未曾經歷的過往，是一種對黃金時代的嚮往，因而引發的全為正面情感。相較於回想起個人實際經歷過的經驗，可能引發有正有負的情感，歷史懷舊引發的較多正面情感能移轉到廣告態度與產品態度上，因而有較佳之效果，且此效果並不因產品能見度高低而有所不同。在購買意願上，本研究發現，正面的廣告態度與產品態度並非能確立較高的購買意願。懷舊類型對購買意願的影響效果是透過廣告認知的中介。顯然消費者在做購買考量時，對於廣告中的產品資訊會較在意。因而於本研究中，資訊較豐富、說服力較高的廣告，皆能顯著引起較高的購買意願。個人差異變數上，本研究發現懷舊傾向及性別和懷舊類型、產品能見度之間皆無互動關係，顯示懷舊傾向與性別皆沒有顯著的干擾效果。但本研究發現，懷舊傾向較低者，其廣告態度顯著優於懷舊傾向高者。本研究推論，懷舊傾向高者對於過去的偏好較高、較易被喚起懷舊反應，因而看到廣告時更容易被引發今昔對照之感與不能返回過往的遺憾，因而使其廣告態度較差。在性別的懷舊反應上，本研究則發現，男性能感受到比女性更高的懷舊程度。研究對於歷史懷舊與個人懷舊廣告效果之探討是過去文獻未曾涉及的領域，因而於學術上能補足此一空缺，為未來不同類型之懷舊廣告研究提供一方向。於實務上，更可以有效的建議行銷者與廣告人員，根據廣告目的採用個人或歷史懷舊廣告主題，以達到最佳的廣告效果。The main objective of this study is to examine the influence of nostalgia types on advertising effects under different product visibility. Also, nostalgia proneness andender are considered as two moderators. Through the examination of these effects, the study provides deeper understanding of nostalgia advertisement.he study uses a 3x2 experimental design, controlling nostalgia type (historical nostalgia, personal nostalgia and non-nostalgia) and product visibility (high visibilityroduct: jeans, low visibility product: printer) as independent variables. After choosing the focal products, six print advertisements were designed using copy to manipulate nostalgia types. After viewing one of the six advertisements, viewers were asked to fill out a questionnaire measuring thoughts and advertising effect.he results have shown that, historical nostalgia can elicit better advertising attitude and product attitude across different product visibility. This may be becauseistorical nostalgia encourages individuals to think of the past they have never been.he longing for the past golden ages thus can elicit all positive feelings. On the other hand, personal nostalgia reminds them of actual past experiences which may elicitositive as well as negative feelings. Therefore, the all positive feelings historical nostalgia elicited can transfer to better advertising attitude and product attitude. The same effect is found across product with different visibility.owever, the study discovers that better advertising attitude and product attitude cannot guarantee higher purchase intention. The influence of nostalgia types onurchase intention is mediated by advertising thinking. It is obvious that when a consumer is considering purchase, he or she will focus on product information the advertisement provided. As a result, the more information abundant and more persuasive advertisements elicit higher purchase intention in this study.s for individual differences, results have shown that nostalgia proneness and gender have no moderating effects. However, people with lower nostalgia proneness have better advertising attitude than those with higher nostalgia proneness. This may be because people with higher nostalgia proneness prefer the past more. Their nostalgia responses are also more easily to be elicited. When they see nostalgiadvertisements, it is more likely for them to have the comparison of the present and the past. It is also more possible for them to have the regret of not being able to return to the past. The bittersweet feelings may lead to worse advertising attitude. For gender differences, the study found that men can feel higher level of nostalgia than women.he focus of historical nostalgia and personal nostalgia advertisement in this study is not covered in past literatures. Therefore, the results can complement past research results and provide new directions for future studies on nostalgia advertisements. Also,marketers and advertising agency can use the study as a reference, adopting either historical or personal nostalgia as themes to designing more effective advertisements.第一章 緒論 ........................................................................................................................ 1一節 研究背景與動機 ....................................................................................... 1二節 研究問題與目的 ....................................................................................... 2二章 文獻探討 ................................................................................................................ 4一節 懷舊的定義與分類 .................................................................................... 4二節 產品社會能見度 ....................................................................................... 8三節 懷舊傾向 ................................................................................................... 9三章 研究方法 .............................................................................................................. 13一節 研究架構 ................................................................................................. 13二節 研究變數定義 ......................................................................................... 14三節 實驗設計 ................................................................................................. 18四章 研究結果分析 ....................................................................................................... 25一節 樣本結構 ................................................................................................. 25二節 變數操弄檢定 ......................................................................................... 26三節 假設檢驗 ................................................................................................. 29四節 廣告認知與廣告情感的中介效果........................................................... 38五節 實驗假設之驗證 ..................................................................................... 43五章 結論與建議 ........................................................................................................... 44一節 結論 ......................................................................................................... 44二節 行銷意涵 ................................................................................................. 46三節 研究限制 ................................................................................................. 46四節 未來研究建議 ......................................................................................... 48考文獻 ............................................................................................................................ 49錄一：前測問卷錄二：實驗廣告錄三：正式問卷application/pdf1830130 bytesapplication/pdfen-US懷舊廣告個人懷舊歷史懷舊產品能見度懷舊傾向Nostalgia AdvertisementPersonal NostalgiaHistorical NostalgiaProduct VisibilityNostalgia Pronenessthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184515/1/ntu-97-R95741024-1.pdf