微電影採用拍攝電影的手法，加入代言人和故事劇情，向消費者傳達品牌理念或是產品性能，誘使消費者對微電影產生興趣，進而認識該品牌。雖然微電影的拍攝手法與電影相近，但電影屬於品牌／產品置入的形式，微電影則屬於廣告的形式。微電影利用故事劇情的手法，讓消費者融入劇情，對品牌／產品產生偏好。先前研究大多以廣告類型對消費者造成的廣告效果的研究居多，但尚未包含微電影，且微電影是目前熱門的傳播媒介之一。故本研究欲探討微電影中的代言人與品牌間的配置性與聯想網絡對消費者產生的廣告效果，期望找出微電影吸引消費者可採用之方式。
本研究將曾經在YouTube網站上觀看過微電影的淡江大學學生列為主要調查對象，採用紙本問卷與網路問卷─Google問卷網站收集資料，分別探討象徵性品牌與功能性品牌微電影中品牌與代言人配置性、聯想網絡對消費者產生的廣告效果，回收樣本共計323份。
回收樣本經迴歸分析結果顯示，品牌概念與品牌個性和代言人的形象與個性間的一致性將影響消費者對微電影的感受訊息強度、品牌辨識與品牌回憶等廣告效果，品牌與代言人間配置性若不一致，消費者無法將對代言人的形象和個性移轉至品牌，亦無法對品牌產生正確的品牌辨識與品牌回憶。聯想網絡即使讓消費者有感受訊息強度，受限於微電影的特性，不一定能提高品牌辨識與品牌回憶。研究結果可提供行銷企劃人員從事品牌宣傳時的參考。

Micro-movies surveys brand concept or properties of product that use techniques of making movies, including an endorser and stories, to attempt to make customers interested in Micro-movies and know the brand. Making Micro-movies is similar to making movies; however, movies are part of product-placement form, while Micro-movies are part of advertising. Micro-movies use stories to let customers blend into the plot of a play and pay attention to brand or products. The previous research mainly focuses on the type of advertising, but doesn’t include Micro-movies. Nowadays, Micro-movie is one kind of the popular mass media. The research of Micro-movies mainly focuses on how much the advertising effect is affected by the consistency between endorser and brand.
We select students of Tamkang University who have seen the Micro-movies on Youtube to be the samples of this study, and we use paper questionnaires and online Google surveys to get the data that this study needs. We explore advertising effect by the consistency between endorser and brand; and Micro-movie’s advertising effect by the associative networks in symbolic brands, and symbolic and function brand concept. The number of valid samples is 323.
The result shows that the advertising effect in Micro-movies will be affected by the consistency between brand concept and endorser image, and the consistency between brand personality and endorser personality. If endorser and brand was inconsistent, customers wouldn’t transform endorser image and endorser personality to brand; moreover, customers wouldn’t have correct brand recognition and brand recall. Since the limit of Micro-movies, even if associative networks intrigue the perception message intensity of customers, it doesn’t necessarily represent correct brand recognition and brand recall can be enhanced. The result of this study can provide suggestions for marketing staffs who engage in the brand promotion.

目錄	I
表目錄	II
圖目錄	III
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究流程	5
第二章 文獻探討	6
第一節 品牌與代言人配適性	6
第二節 聯想網絡	18
第三節 廣告效果	29
第三章 研究方法	35
第一節 研究架構	35
第二節 研究假說	36
第三節 研究變數之定義與衡量	39
第四節 研究設計	47
第五節 問卷設計	49
第六節 分析方法	50
第四章 資料分析	52
第一節 樣本結構分析	52
第二節 問卷效度與信度分析	54
第三節 各構面之相關分析	57
第四節 迴歸分析	58
第五節 變異數分析	67
第五章 結論與討論	84
第一節 研究結論與貢獻	84
第二節 管理意涵	87
第三節 研究限制與後續研究建議	88
參考文獻	90
附錄	99
附錄一 Cartier預試問卷	99
附錄二 Lativ預試問卷	101
附錄三 Cartier微電影中的品牌屬性前測結果	103
附錄四 Lativ微電影中的品牌屬性前測結果	104
附錄五 Cartier正式問卷	106
附錄六 Lativ正式問卷	109
表目錄
表2-1 三種溝通形式之屬性比較	19
表2-2 廣告類型之分類方法	23
表2-3 廣告、微電影與電影預告片三者之差異	23
表2-4 廣告層級效果模式構面比較	30
表2-5 品牌權益構面比較	34
表3-1 品牌概念之前測結果	39
表3-2 衡量品牌概念量表	40
表3-3 品牌個性構面	41
表3-4 品牌個性前測結果百分比統計表	41
表3-5 衡量品牌之品牌個性量表	42
表3-6 衡量代言人形象量表	42
表3-7 衡量代言人之品牌個性量表	43
表3-8 衡量品牌屬性明確程度量表	43
表3-9 衡量情節連結度量表	44
表3-10 衡量愉悅─喚起之量表	45
表3-11 衡量感受訊息強度之量表	46
表3-12 衡量品牌辨識之量表	46
表3-13 衡量品牌回憶之量表	47
表4-1 Cartier與Lativ樣本結構分析比較表	52
表4-2 Cartier與Lativ各構面探索性因素分析結果比較表	55
表4-3 Cartier各構面之相關分析	57
表4-4 Lativ各構面之相關分析	57
表4-5 迴歸分析結果	59
表4-6 迴歸分析結果	61
表4-7 模式係數的 Omnibus 檢定	62
表4-8 模式摘要	62
表4-9 Hosmer 和 Lemeshow 檢定	62
表4-10 分類表	63
表4-11 羅吉斯迴歸分析結果	63
表4-12 假說驗證結果	64
表4-12 性別對十構面之影響T檢定表	67
表4-13 年齡對十構面之影響ANOVA表	68
表4-14 教育程度對十構面之影響T檢定表	71
表4-15 個人月收入對十構面之影響ANOVA表	73
表4-16 個人月收入對十構面之影響ANOVA表	76
表4-17 每天平均上網時數對十構面之影響ANOVA表	80
表5-1 研究結論	84
圖目錄
圖1-1 研究流程圖	5
圖2-1 平衡理論示意圖	15
圖2-2 平衡理論延伸圖	16
圖2-3 廣告層級效果模式	30
圖2-4 品牌知名度金字塔(The Awareness Pyramid)	34
圖3-1 研究架構	35
圖3-2 個人上網率－依年齡區隔	48
圖3-3 個人上網普及率（2008-2011年）	48

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二、	中文部分
1.	王瀅惠（2003），資訊式廣告內容線索、廣告訊息涉入對衝動性購買行為之影響，國立高雄第一科技大學行銷與流通管理所碩士論文。
2.	余長晏（2011），產品與廣告代言人形象一致性效果探討─實驗設計法，成功大學企業管理學系碩士論文。
3.	吳若權（1990），相信我還是相信它。
4.	吳家州（2002），產品置入之行銷溝通效果研究，政治大學科技管理研究所碩士論文。
5.	周逸民（2010），電影、企業與國家：電影產業中的政府干預，清華大學社會學研究所碩士論文。
6.	林彥銘（2007），推薦式廣告代言人與品牌形象差異性對顧客購買意願影響之研究，成功大學企業管理學系碩士論文。
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