當前國內廣告著重於產品介紹，對於廣告音樂之運用並不普
遍，然而，妥適運用音樂廣告不但讓廣告更具生命力與親和力，而
且能提高消費者的購買率，進而發揮加乘產品益處的效能。廠商在
產品進行行銷方式時，其主要宗旨為驅使消費者得以產生購買意念
或意識，依靠廣告效果讓產品經由廣告媒體把產品的資訊、品牌理
念呈遞給消費者，並藉由潛在資訊的傳遞使消費者對產品的認知有
所變更和產生購買意願之效果。本研究主要探討音樂類型的廣告針
對不同傳播媒體的差異，以及音樂廣告是否因明確問題而影響此廣
告的廣告效果。
透過問卷調查和資料分析，得知在不同的傳播媒體上皆不會有
所變動，可是在明確及非明確這項變數上則有所差異，探討出在非
明確性音樂廣告，如飛柔洗髮精、美味星棒棒糖等，是需要加強產
品的出現率，而不是過度隱匿商品，使消費者錯認商品，而是要更
加清楚此廣告所傳遞之商品訊息。因此，本研究之旨趣在於提供廣
告商優質的廣告策略與相關之數據及建議，以提升消費者購買行動。

The current domestic advertising focuses on product introductions,
and the use of advertising music is not universal. However, the proper use
of music advertising not only makes the advertising more vitality and
affinity, but also increases the consumer's heart rate, thereby taking
advantage of the benefits of the product. efficacy. When a manufacturer’s
product marketing method, its main purpose is to drive consumers to
purchase ideas or awareness, relying on advertising effects to allow
products to deliver product information and brand concepts to consumers
through advertising media, and through the transmission of potential
information. Consumers’ perceptions of products have changed and the
effect of purchasing intentions. This research mainly discusses the
differences between music advertisements for different communication
media, and whether music advertisements affect the advertising effect of this advertisement due to clear problems.
Through questionnaire surveys and data analysis, it is known that
there will be no changes in different media, but there is a difference in the
variable of clear and non-clear. It is explored that the non-clear music
advertisements, such as Feirou washing Fajing, Meiweixing lollipops, etc.,
need to increase the appearance rate of products, instead of overly
concealing products and causing consumers to misidentify products, but
to be more aware of the product information conveyed by this
advertisement. Therefore, the purpose of this research is to provide
advertisers with high-quality advertising strategies and related data and
suggestions to enhance consumers' buying actions.

主目錄
主目錄	IV
表目錄	VI
圖目錄	VII
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	3
第二章	文獻探討	5
第一節	音樂廣告	5
第二節	媒體	9
第三節	廣告層級	10
第四節	涉入	11
第五節	廣告效果	15
第三章	研究方法	18
第一節	研究架構	18
第二節	研究假設	20
第三節	研究設計及問卷抽樣	23
第四節	研究設計與變數操作型定義	23
第五節	問卷前測	26
第四章	研究分析	27
第一節	問卷回收	27
第二節	信度分析	27
第三節	次數統計	28
第四節	資料分析	29
第五節	假設檢定結果	35
第六節	小結	36
第五章	結論與建議	38
第一節	研究結論與討論	38
第二節	管理意涵	39
第三節	研究限制與未來研究建議	40
參考文獻	41
附    錄	50

表目錄
表3-1 問卷設計與參考來源	26
表4-1 信度分析表	28
表4-2 次數統計表	29
表4-3音樂廣告與廣告效果之變異數分析	30
表4-4事後檢定Scheff法	30
表4-5音樂廣告在涉入對廣告效果變異數交互作用表	31
表4-6音樂廣告在涉入對廣告效果之購買意願變異數分析摘要表	32
表4-7音樂廣告在涉入對廣告效果之品牌態度變異數分析摘要表	32
表4-8音樂廣告在涉入對廣告效果之廣告態度變異數分析摘要表	32
表4-9音樂廣告在廣告層級對廣告效果變異數交互作用表	34
表4-10音樂廣告在廣告層級對廣告效果之購買意願變異數分析摘要表	34
表4-11音樂廣告在涉入對廣告效果之品牌態度變異數分析摘要表	34
表4-12音樂廣告在廣告層級對廣告效果之廣告態度變異數分析摘要表	35
表4-13研究假設之檢定結果摘要表	36
 
圖目錄
圖2-1廣告層級效果模式	11
圖3-1研究架構圖	19

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