近年來，快閃店成為品牌方與消費者間互動的主要手段之一。根據 2018 年快閃行業研究報告數據顯示，消費者透過社群媒體瞭解活動相關資訊成為其主要途徑之一，由此可知如何編撰活動廣告進而吸引消費者前來參與之意願成為品牌方需要思考的重點之一。本研究以此作為主要之研究方向進而探討不同訊息框架、廣告訴求對廣告效果之影響。同時亦關注訊息框架與產品類型是否對廣告效果具有交互作用。 
   本研究利用便利抽樣，共回收 247 份有效問卷，利用 SPSS22.0 針對回收之樣本進行分析。在信度分析的基礎上，利用獨立樣本 T 檢定進行實驗設計之操弄檢定，並利用三因子共變異數分析及迴歸分析進行更加深入之檢定。 
   本研究發現，在快閃店社群廣告背景下，廣告效果並不會受到訊息框架及廣告訴求之影響，同時產品類型與訊息框架間並無交互作用。而影響消費者閱讀廣告之因素在於消費者自身對快閃店之偏好程度、對品牌之熟悉度、廣告中圖片之吸引力及過往參與快閃活動之經驗。本研究進而在此基礎之上提出可參考之行銷建議

In recent years, pop-up store has become one of the most useful way for brands to use to interact with the consumers. According to the data of 2018 pop-up industry report, social media has become the main way for consumers to use to collect the information about the activities. Thus, it can be seen that how to compile advertisements to attract consumers' willingness to participate has become one of the key points that brands needs to consider. This research takes this as the main research direction. The main focus of the research is to explore the effects of different message framings and advertising appeals on advertising results .Furthermore, this research pay attention to the interaction of the message framing and the product types as well.
   247 valid questionnaires were collected by convenience sampling in this research for further analysis. SPSS 22.0 was used to analyze the result. On the basis of the reliability analysis, the independent sample T test was used to conduct the operational test of the experimental design, and the three-way covariance analysis and regression analysis were used for further verification.
   This research found that in the context of pop-up store advertising, the advertising effect was not affected by the message framing and advertising appeal, and there was no interaction between the product type and the message frame. It was truly affected by the consumers' preference for pop-up store, familiarity with the brands, the attractiveness of the pictures in advertisements and previous experience of participating in the pop-up activities. Then based on the result, it conducted further research and suitable market recommendation.

目錄
目錄	I
圖目錄	II
表目錄	III
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	5
第三節 研究流程	6
第貳章 文獻回顧	7
第一節 快閃店	7
第二節 訊息框架	13
第三節 廣告訴求	23
第四節 廣告效果	33
第五節 變數之間的關係	37
第參章 研究方法	46
第一節 研究架構與假設	46
第二節 變數之操作型定義及衡量方式	48
第三節 前測	54
第四節 實驗設計	61
第五節 資料分析方法	62
第四章 資料分析	64
第一節 信度分析	64
第二節 敘述性分析	65
第三節 操弄檢定	68
第四節 共變異數分析(ANCOVA)	70
第五節 迴歸分析	77
第五章 結論與建議	87
第一節 研究結論	87
第二節 行銷建議	92
第三節 研究限制及未來研究方向	94
參考文獻	97
附錄	113


 
圖目錄
圖1-1 1快閃店未來發展趨勢	2
圖1-3 1研究流程圖	6
圖2-2 1屬性框架典範	16
圖2-2 2風險選擇框架典範	17
圖2-2 3目標框架典範	18
圖3 1-1研究架構圖	46
圖3-3-1廣告設計格式	57

 
表目錄
表2-1-1快閃店相關研究彙整表	13
表2-2 1訊息框架定義	14
表2-2 2三種訊息框架類型之比較	19
表2-3 1廣告訴求的定義	24
表2-3 2廣告訴求分類方式	27
表2-3 3理性訴求定義	29
表2-3 4感性訴求定義	31
表2-3 5理性廣告訴求與感性廣告訴求的比較	32
表2-3 6理性廣告訴求與感性廣告訴求的比較	33
表3-2 1快閃店偏好之衡量問項	48
表3-2 2廣告訴求之衡量問項	50
表3-2 3廣告態度之衡量問項	51
表3-2 4品牌態度之衡量問項	52
表3-2 5購買意願之衡量問項	53
表3-2 6品牌熟悉度之衡量問項	53
表3-3 1產品分類結果	54
表3-3 2品牌熟悉度	56
表3-3 3訊息框架	60
表3-3 4廣告訴求	60
表4-1-1各構面信度分析結果	64
表4-2-1基本資料樣本結構分析	65
表4-2-2敘述統計量：快閃店偏好程度、品牌熟悉度	66
表4-2-3敘述統計量：情境一廣告效果(正*理*功)	66
表4-2-4敘述統計量：情境二廣告效果(負*理*功)	66
表4-2-5敘述統計量：情境三廣告效果(正*感*功)	67
表4-2-6敘述統計量：情境四廣告效果(負*感*功)	67
表4-2-7敘述統計量：情境五廣告效果(正*理*享)	67
表4-2-8敘述統計量：情境六廣告效果(負*理*享)	67
表4-2-9敘述統計量：情境七廣告效果(正*感*享)	67
表4-2-10敘述統計量：情境八廣告效果(負*感*享)	68
表4-3-1產品類型之操弄檢定	68
表4-3-2訊息框架之操弄檢定	69
表4-3-3廣告訴求之操弄檢定	69
表4-3-4圖片吸引力之操弄檢定	70
表4-4-1廣告態度三因數共變異數分析	71
表4-4-2品牌態度三因數共變異數分析	73
表4-4-3參與意願三因數共變異數分析	74
表4-4- 4廣告效果三因數共變異數分析	76
表4-5-1快閃店偏好、品牌熟悉度、圖片吸引力對廣告態度的影響(整體)	78
表4-5-2快閃店偏好、品牌熟悉度、圖片吸引力對廣告態度的影響(有經驗)	78
表4-5- 3快閃店偏好、品牌熟悉度、圖片吸引力對廣告態度的影響(無經驗)	79
表4-5-4快閃店偏好、品牌熟悉度、圖片吸引力對品牌態度的影響(整體)	80
表4-5-5快閃店偏好、品牌熟悉度、圖片吸引力對品牌態度的影響(有經驗)	81
表4-5-6快閃店偏好、品牌熟悉度、圖片吸引力對品牌態度的影響(無經驗)	81
表4-5-7快閃店偏好、品牌熟悉度、圖片吸引力對參與意願的影響(整體)	82
表4-5-8閃店偏好、品牌熟悉度、圖片吸引力對參與意願的影響(有經驗)	83
表4-5-9快閃店偏好、品牌熟悉度、圖片吸引力對參與意願的影響(無經驗)	84
表4-5-10快閃店偏好、品牌熟悉度、圖片吸引力對廣告效果的影響(整體)	85
表4-5-11快閃店偏好、品牌熟悉度、圖片吸引力對廣告效果的影響(有經驗)	85
表4-5-12快閃店偏好、品牌熟悉度、圖片吸引力對廣告效果的影響(無經驗)	86
表5-1-1研究假設驗證結果	87

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