懷舊被視為消費者看待過去的態度,之前研究指出,當消費者觀看懷舊訴求 類型廣告具有正向的廣告效果。本研究主要在了解消費者面對不同的廣告焦點時, 其所偏好的懷舊廣告類型為何,並延伸探討消費者個人差異的消費者思考風格與 廣告焦點,對於懷舊廣告效果之影響。
本研究以實驗設計法進行,操弄懷舊廣告類型(個人懷舊 vs.歷史懷舊 vs. 無懷舊)、廣告焦點(產品 vs.品牌)及消費者思考風格(理性型 vs.直覺型)三個自 變數,為 3x2x2 因子設計,透過研究者所設計之不同的懷舊廣告類型、廣告焦 點建構出 6 種不同的實驗情境,而消費者思考風格類型以量表測量後分類,觀察 不同消費者思考風格在面對不同的廣告焦點對不同的懷舊廣告之下的廣告、品牌 態度與購買意圖。
研究結果顯示,如同過去學者的發現,有使用懷舊訴求之廣告效果確實比未 使用懷舊訴求之廣告效果好;在考量廣告焦點之下,研究顯示,消費者在面對以 產品為焦點的廣告時,相較於歷史懷舊廣告,使用搭配個人懷舊廣告有較好的效 果;而消費者在面對以品牌為焦點的廣告時,相較於個人懷舊廣告,使用搭配歷 史懷舊廣告有較好的效果;最後,本研究也發現,上述的結果只對直覺型思考風 格的消費者有效,對理性型思考風格的消費者,則不同廣告焦點,使用不同懷舊 廣告類型的廣告效果無顯著差異。

Nostalgia has been defined as “the consumer’s attitude toward the past”. Studies have indicated that nostalgia advertising is more effective than the non-nostalgia advertising. This research mainly proposes the influence of two types of nostalgia (historical vs. personal) and simultaneously examines the impacts of ad focus and consumer individual differences on thinking style on ad effects.
The present study uses experimental design with a 3 (nostalgia advertising: personal nostalgia vs. historical-nostalgia vs. non-nostalgia) x 2 (ad focus: product vs. brand) x 2 (consumer’s thinking style:rational vs. intuitive) factorial design. Six different scenarios are established through fictitious product ads. Thinking style is measured. The ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intentions to observe the response under different scenarios.
The study results indicate that the nostalgia ad is more effective than the non-nostalgia ad. There is an interaction effect between the type of nostalgia and ad focus. When the ad focus is product, the personal nostalgia is more effective than the historical nostalgia. Furthermore, when the ad focus is brand, the historical nostalgia is more effective than the personal nostalgia. Finally, the aforementioned interaction effect of the type of nostalgia and ad focus on ad effects is significant for consumers with intuitive thinking style, but not significant for consumers with rational thinking style.

致謝 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 5
第五節 研究架構與研究流程 6
第二章 文獻回顧 8
第一節 前言 8
第二節 懷舊廣告的概述 8
一、 懷舊的定義 8
二、 懷舊廣告對消費者行為的影響 9
三、 不同類型的懷舊分類與應用 10
第三節 廣告焦點 13
一、 廣告焦點的重要性 13
二、 廣告焦點造成訊息傳遞的影響 14
第四節 消費者思考風格 17
一、 消費者思考風格的定義 17
二、 消費者思考風格對廣告資訊處理的影響 19
第五節 小結 19
第三章 研究設計與方法 20
第一節 前言 20
第二節 研究架構與假設 20
一、 懷舊廣告對廣告效果的主要影響 20
二、 廣告焦點對不同懷舊類型使用在廣告效果上的干擾作用 21
三、 廣告焦點、消費者思考風格對懷舊類型廣告效果的影響 22
第三節 研究變數操作型定義與衡量 23
一、 自變數 24
二、 依變數 29
第四節 研究設計 30
一、 問卷題項設計 31
二、 抽樣方法 31
第五節 小結 32
第四章 研究結果分析 33
第一節 前言 33
第二節 樣本背景資料分析 33
第三節 信度分析 34
第四節 研究設計之檢驗 35
一、 懷舊類型操弄確認 35
二、 廣告焦點操弄確認 36
三、 個人思考風格分組 37
四、 懷舊情緒量表因素分析 38
五、 潛在共變數檢定 39
第五節 研究假設之檢驗 40
一、 以廣告態度為依變數進行研究假設檢驗 45
二、 以品牌態度為依變數進行研究假設檢驗 49
三、 以購買意圖為依變數進行研究假設檢驗 53
第六節 受訪者對實驗廣告的回應 57
第七節 小結 61
第五章 結論與建議 62
第一節 前言 62
第二節 研究結果討論 62
第三節 研究貢獻 64
一、 理論貢獻 64
二、 實務貢獻 65
第四節 研究限制 66
一、 抽樣樣本的限制 66
二、 實驗設計法 67
三、 單一產品的限制 67
四、 虛擬品牌的限制 67
第五節 未來研究建議 68
一、 實驗廣告表現的方式 68
二、 性別差異 68
三、 置入「真實品牌」來進行實驗 68
四、 消費者思考風格分類的完整性 69
五、 增加其他研究變數的可行性 69
第六節 小結 69
參考文獻 71
附錄一、正式問卷 77

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