隨著科技的進步，廣告的傳遞愈來愈多樣，但如何才能有效增加消費者對廣告產品的了解呢？近年來，擴增時境的發展日星月異，已開始被廣告商做為廣告之傳遞媒介，特別是在其互動的部分，藉由擴增實境的傳遞，使消費者獲得與以往傳統廣告不同的體驗。此外，透過擴增實境的體驗後，了解對於消費者的廣告效果及認知失調的影響，以及了解消費者是否得到滿意的消費體驗及獲得充分的產品知識與品牌態度。由於這部分之研究鮮少有學者探討，因此，本研究欲探究擴增實境與廣告效果及認知失調之間的關係，並探討其中之關聯性。
本研究採用SPSS統計軟體作為分析工具，以便利抽樣之方式收集樣本，作為研究對象來進行實證分析。並以因素分析、信度分析、迴歸分析、ANOVA分析等方法進行分析。問卷發放期間為2017年4月，共計發放201份問卷，最終回收之有效問卷為200份。
這項研究的結果如下：
1. 擴增實境對廣告效果有顯著正向之影響。
2. 廣告效果對認知失調有部分顯著反向之影響。
3. 擴增實境對認知失調有部分顯著反向之影響。

With the advance of science and technology, the ways of advertising delivery are much variety than before. However, how should enterprises increase their product knowledge in advertising is worth thinking deeply about. Recently, augmented reality’s development change rapidly, some of the enterprises start to use augmented reality as their advertising delivery media. With one of augmented reality feature “interactive”, consumers can get unique experience which is so different from the traditional advertising. In addition, through the augmented reality, this thesis wants to understand about the influence on cognitive dissonance when consumers experienced the augmented reality. Furthermore, in this thesis, we want to find out consumer’s satisfaction after they get the product knowledge and brand attitude when they using the augmented reality.
This study used SPSS statistical software to analyze data. The samples were collected in Taiwan. This study used factor analysis, reliability analysis, simple linear regression analysis, ANOVA analysis during April 2017. A total of 201 questionnaires were issued, and eventually 200 were returned. The results of this study are as follows：
1. Augmented reality has a significant positive influence on advertising effectiveness.
2. Advertising effectiveness has a significant negative  influence on cognitive dissonance.
3. Augmented reality has a significant negative influence on cognitive dissonance.

目錄
目錄I
圖目錄II
表目錄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 研究範圍 與流程4
第二章 文獻探討6
第一節 擴增實境的發展及特性6
第二節 廣告效果13
第三節 認知失調20
第三章 研究方法27
第一節 研究架構27
第二節 研究假說28
第三節 研究變數定義與衡量32
第四節 研究設計36
第五節 問卷設計38
第六節 資料分析39
第四章 資料分析與研究結果40
第一節 敘述性統計40
第二節 因素分析42
第三節 信度分析46
第四節 迴歸分析47
第五節 T 檢定分析52
第六節 ANOVA 檢定分析54
第五章 結論與建議59
第一節 研究結論59
第二節 研究貢獻與管理意涵62
第三節 研究限制與未來建議63
參考文獻65
中文文獻65
英文文獻66
附錄：研究問卷76

圖目錄
圖1-1 研究流程圖5
圖2-1 虛擬連續性圖表7
圖2-2 擴增實境運用於現場體育賽事直播8
圖2-3 工程師與虛擬物件互動圖9
圖2-4 購買過程17
圖2-5 消費者購買過程21
圖3-1 研究架構27
圖3-2 Converse擴增實境應用程式示意圖37
圖3-3 各年齡層網路購物使用率37

表目錄
表3-1 臨場感問項32
表3-2 互動性問項33
表3-3 品牌態度問項34
表3-4 購買意願問項34
表3-5 情緒反應問項35
表3-6 選購智慧問項36
表3-7 交易疑慮問項36
表4-1 敘述性統計分析表41
表4-2 各變數之Bartlett球形檢定及 KMO 檢定43
表4-3 擴增實境互動廣告之特性構面之因素分析表44
表4-4 廣告效果構面之因素分析表45
表4-5 認知失調構面之因素分析表46
表4-6 各構面之信度分析表47
表4-7-1 擴增實境對於購買意願之迴歸分析47
表4-7-2 擴增實境對於品牌態度之迴歸分析48
表4-7-3 擴增實境對於廣告效果之迴歸分析48
表4-8-1 擴增實境與廣告效果對於情緒反應之迴歸分析49
表4-8-2 擴增實境與廣告效果對於選購智慧之迴歸分析49
表4-8-3 擴增實境與廣告效果對於交易疑慮之迴歸分析50
表4-9 迴歸分析假說驗證結果51
表4-10 各構面與性別之T檢定分析表53
表4-11 各構面與受測者是否體驗過擴增實境任何產品之T檢定分析表53
表4-12 各構面與受測者年齡之 ANOVA 檢定分析表54
表4-13 各構面與受測者就讀學院之 ANOVA 檢定分析表55
表4-14 各構面與受測者零用錢之ANOVA檢定分析表57

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