在現今社會，許多國家將電影產業當作是一種行銷手段，透過一部部優秀的作品將各自國家的人文風情、本土文化藉著屏幕宣揚國際，向全世界展現國家所具備的軟實力。TechOrange科技報橘網站（2014）就曾經提到電影產業的發展將在未來產生鉅變，主要會由三大方向進行，即為電商化、視頻化及廣告化。
電影廣告化是近十年來出現的一種新興廣告行銷概念，其是利用電影媒體平台當作媒介，並在其中投放廣告的一種方式。陳思艷 、劉建國（2009）指出，藉由此種模式可以使廣告擁有不同於以往的市場效應與宣傳效果，廣告業與電影業故能相輔相成的進步與發展。
本研究旨在探討電影廣告化對於品牌回憶度與品牌態度的影響，並以享樂感作為本研究之調節變項，並透過實驗法與問卷調查法進行研究。本研究之實驗以大學生為對象進行分析。實驗採對照組模式將受試者分為兩個組別，分別觀看由電影《美國隊長2：酷寒戰士》剪輯出之片段，並在影片結束後要求受試者回答問卷，同時也在問卷中加入人口統計變項的調查以便了解受訪者的個人特徵是否會在相關研究結果產生差異。
本研究問卷共發放了417份，刪除漏答與之無效問卷後，實際採用之有效問卷為384份，有效問卷回收率為92.0%。針對有效樣本資料使用SPSS22版統計軟體進行資料分析，包括敘述性統計分析、信度分析、t檢定、變異數分析、項目分析、因素分析、相關分析、邏輯斯迴歸分析與階層迴歸分析。經實證分析和討論後，有以下重要發現：
1.電影廣告化對消費者品牌回憶度具有顯著正向影響。
2.電影廣告化對消費者品牌態度具有顯著正向影響。
3.享樂感在電影廣告化對消費者品牌回憶度之影響上不具有顯著調節作 
 用。
4.享樂感在電影廣告化對消費者品牌態度之影響上具有顯著調節作用。
5.部分不同人口統計變項在電影廣告化、品牌回憶度及品牌態度上具有 
 顯著差異。
最後，本研究根據了前述研究結果與驗證提出管理意涵，提供組織與企業作為相關參考，包括應強化電影廣告化之功能，如此可有效提升消費者之品牌回憶度與品牌態度；又如強化消費者之享樂感程度，亦可提升消費者之品牌態度。綜合而言，期望管理者善用電影廣告化與享樂感程度，以在電影產業市場上能締造佳績，擴大市場獲利。

In current society, many countries regard the film industry as the mean of marketing. Through a series of excellent works, the humanity and customs, as well as local culture of the respective countries can be publicized to the international through the screen and show the soft power of the country to the world. TechOrange Technology News Website (2014) once mentioned that the development of the film industry will undergo great changes in the future, mainly conducting towards three major directions, namely, e-commerce, video and advertising. 
Advermovie is a new concept of advertising marketing that has emerged in the past decade. It regards the movie media platform as a medium and putting advertisements on it. Chen Siyan and Liu Jianguo (2009) pointed out that with this model, advertisements can have different market influence and publicity effect than before, and the advertising industry and the film industry can complement each other, as well as making progress and development together.
The purpose of this study is aimed at exploring the impact of Advermovie on brand recall and brand attitude, and adopting enjoyment as the moderating variable of this study, and to conduct research through experimental method and questionnaire survey. The experiments in this study selects university students as the research samples. The experiment divides the subjects into two groups by using comparative group designing, and respectively watching the edited clips of the movie "Captain America: The Winter Soldier", and asking the subjects to answer relevant questions after the end of the movie. At the same time, a survey of demographic variables has also been added to the questionnaire to see whether the personal characteristics of the subjects would make a differences on some variables and final research results. 
A total of 417 questionnaires have been distributed in this study. After deleting the missing and invalid questionnaires, the actual valid samples are 384, and the recovery rate of valid questionnaire is 92.0%. Data analysis has been performed by using the statistical software of SPSS version 22 for valid sample data including the descriptive statistics analysis, item analysis, regression analysis, hierarchical regression analysis, t-test and ANOVA to verify each hypothesis. After empirical analysis and discussion, the following important findings have been found:
1. Advermovie has a significantly positive impact on consumers’ brand recollection.
2. Advermovie has a significantly positive impact on consumers’ brand attitude.
3. Enjoyment does not have a significant moderating effect on the impact of advermovie    
  on consumers’ brand recall.
4. Enjoyment has a significant moderating effect on the impact of advermovie on consumers’ brand 
  attitude.
5. Some different demographic variables have significant differences on the impact of advermovie to 
  brand recall and brand attitude.
Finally, this study proposes management implications based on the aforementioned research results and verification, and provides for organizations and enterprises as relevant references, including strengthening the function of advermovie, which can effectively enhance brand recall and brand attitude of consumers; as well as to enhance enjoyment of consumers and improve the brand attitude of consumers. Generally speaking, it is hoped that managers can make good use of the degree of advermovie and enjoyment to create excellent achievements in the film industry market and expand market profits.

目錄I
表目錄III
圖目錄V
第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題與目的10
第三節 研究流程11
第二章 文獻探討12
第一節 電影廣告化12
第二節 品牌回憶度22
第三節 品牌態度27
第四節 享樂感34
第五節 各變項間之關聯性研究38
第三章 研究方法41
第一節 研究架構41
第二節 研究假設43
第三節 研究設計與對象44
第四節 操作型定義與衡量48
第五節 資料分析與方法53
第四章 研究結果57
第一節 問卷回收與樣本資料分析57
第二節 項目分析與信度分析61
第三節 研究假設驗證67
第四節 不同人口統計變項在各變項之差異分析75
第五節 假設驗證與結果驗證83
第五章 結論、討論及建議84
第一節 研究結論與討論84
第二節 管理意涵89
第三節 研究限制及未來研究之建議91
參考文獻93
附錄－問卷104

表目錄
表1- 1 大陸電影市場現況6
表2- 1 置入性行銷之類型15
表3- 1 實驗對象結果之分類45
表3- 2 品牌態度之題項50
表3- 3 享樂感程度之題項51
表4- 1各情境之次數分配表58
表4- 2 基本資料之次數分配表59
表4- 3 各構面之項目分析表61
表4- 4 各構面之Cronbach’s 信度值 ................................................................. 62
表4- 5 各構面之KMO 值與BARTLETT 球形檢定 .................................... 64
表4- 6 品牌態度之因素分析與信度分析 .................................................... 65
表4- 7 享樂感之因素分析與信度分析 ......................................................... 66
表4- 8 各變項之相關分析 ................................................................................ 68
表4- 9 電影廣告化對品牌回憶度之迴歸分析 ........................................... 69
表4- 10 電影廣告化對品牌態度之迴歸分析 .............................................. 70
表4- 11 享樂感在電影廣告化對品牌回憶度影響上調節作用之階層迴歸 .... 72
IV
表4- 12 享樂感在電影廣告化對品牌態度影響上調節作用之階層迴歸 .... 74
表4- 13 不同性別者在各變項之差異分析 .................................................. 76
表4- 14 不同年齡者在各變項之差異分析 .................................................. 77
表4- 15 不同情感狀態者在各變項之差異分析 ......................................... 78
表4- 16 每月娛樂之出佔總之出之比例在各變項之差異分析 .............. 79
表4- 17 對於不同電影喜好程度者在各變項之差異分析 ....................... 80
表4- 18 平均每月看電影次數在各變項之差異分析 ................................ 81
表4- 19 最愛之電影類型在各變項之差異分析 ......................................... 82
表4- 20 假設驗證結果彙整表 ......................................................................... 83

圖目錄
圖1- 1 《悲情城市》電影海報 ............................................................... 3
圖1- 2 研究流程圖 ................................................................................. 11
圖2- 1 品牌資產五元素 ......................................................................... 23
圖2- 2 品牌知名度金字塔 ..................................................................... 24
圖3- 1 研究架構圖 ................................................................................. 42
圖3- 2 實驗片段（一）（實驗組） ..................................................... 46
圖3- 3 實驗片段（一）（對照組） ..................................................... 46
圖3- 4 實驗片段（二）（實驗組） ..................................................... 47
圖3- 5 實驗片段（二）（對照組） ..................................................... 47

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