隨著網路的快速發展，許多廣告商選擇以YouTube此網路影音平台來作為行銷溝通的橋樑，YouTube自2012年開始推行TrueView廣告模式，其中的串流式影片廣告(in stream ad)更是提供了觀看者5秒後就可以略過廣告的選項，在這種和傳統串流影音廣告不同的模式下，廣告商要如何吸引消費者目光進而達到行銷宣傳效果便是值得思考的問題。

本研究欲探討不同的廣告類型對於廣告觀看行為之影響，針對廣告與正式影片之間的相關性(人物相關、主題相關、無相關)，廣告情緒訴求以其廣告呈現方式的懸疑程度三方面來進行研究，並將人格特質納入討論；本研究採用實驗室觀察法來記錄不同的自變項對於觀看行為的影響，並利用存活分析法來進行分析，最後再以Cox比例風險模型來預測不同廣告類型對於廣告略過行為的影響效果。

本研究發現在廣告與正式影片之間的相關性中，以人物相關對於降低廣告略過行為的效果最佳，其次分別為主題相關及完全無相關；而在廣告呈現手法懸疑程度上，當廣告呈現手法越懸疑時，觀看者略過廣告的機率也越低；然而在廣告情緒訴求上本次研究則無法證明不同的廣告情緒訴求對於廣告行為會產生不同的影響。

With the expansion of the internet, online video advertising is becoming pervasive. Many firms choose to put their video advertisement on the leader video platform: YouTube. YouTube has promoted it’s new ad format TrueView since 2012. TrueView contains three types of ads, in-display ad, in-search ad and in-stream ad. In-stream ad offers viewers the option to skip ads after they watch five seconds. With this new type video ad, marketers need to think how to communicate with viewers and avoid viewers skipping their ads.
This paper examines the effects of different types of in-stream ads by comparing ads relevance, ads emotion and ads suspension and to see which types of ads can have the highest survival rate (not to be skipped). By using lab observation and survival analysis, the cox proportional hazards model shows the result that people-relevance has the highest survival rate than subject-relevance and non-relevance ads. Meanwhile, ads which have more suspension would have a better survival rate than ads with low suspension. However, there was no significant difference on watching behavior toward the positive emotion and negative emotion..

論文審定書 I
誌謝 II
中文摘要 III
英文摘要 IV
目錄 V
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第二章 文獻回顧 5
第一節 廣告價值 5
第二節 強迫性感受 7
第三節 相關廣告行為研究 8
第四節 人格特質變數 10
第三章 研究假設與架構 13
第一節 研究架構 13
第二節 研究前測 15
第三節 實驗設計 19
第四章 研究結果及模型假設 23
第一節 樣本數量與描述性統計 23
第二節 分析方法 24
第五章 結論及研究限制 36
第一節 研究結論 36
第二節 研究限制 38
參考文獻 39
附錄 44

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