一個僅有兩千三百萬人的小島─台灣，擁有上百台的電視節目，加上網路發達，有些報導甚至指出台灣網路密集度全球最高，而媒體所依存的主要經濟來源即為廣告收入，以搜尋引擎奇摩網站來說，置於首頁的廣告費可高達兩百萬元(/檔次)，而根據尼爾森調查自2007年後廣告業年產值皆可高達於三、四百億以上，未來成長力道更是驚人，而在如此大的競爭下，一個好的產品必須藉由大量曝光和具有話題性的廣告來吸引消費者，只是帶有話題性或爭議性的廣告是否能夠帶給企業正面的形象，轉換成實質上的經濟利益，其實是很值得探討的。

本研究遂從Zaichkowsky(1986)所提出的「涉入」之定義，討論消費者在購買香水時，產品涉入、廣告效果與購買意願三者間的互動關係，並採Zaichkowsky(1994)涉入量表衡量，抽樣18-40歲的男女，使用迴歸分析與ANOVA，而廣告效果即可視為一干擾變數，從其干擾變數中的分析中，可得知其廣告效果所影響購買意願的強度(strength)和方向(direction)，讓企業瞭解廣告能否帶來實質上的效益。

產品涉入是消費者主觀上對某產品瞭解之程度，高產品涉入的消費者會主動去蒐集相關產品資訊，並對產品做進一步研究，而產生較強的產品認知。廣告效果其程度高低說明廣告是否能引起消費者興趣。而本研究發現其香水市場上的廣告效果為干擾變數成立，結論有三：(一)產品涉入程度高低對購買意願呈顯著影響、(二)廣告效果高低對購買意願呈顯著影響、(三)產品涉入與廣告效果其交互作用項呈顯著，分別說明當企業使用不同的行銷策略或廣告策略時，產品涉入程度、廣告效果，和其交互作用對於消費者的購買意願有著不同的影響。

There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes conflicts and challenges such as economy, business, and culture. The main source of profits in channels and web is advertising. According to AC Nielsen in Taiwan, Advertising industry in Taiwan outputs $40 billion in 2007, and its growing can figure out in future. So this study is to discuss the influence of Advertising Effectiveness in Product Involvement and Purchase Intention.

This study set to sampling 18-40 years old. It includes male and female. The methods of this study are such as Descriptive Statistics, Multiple Regression, and ANOVA. The Advertising Effectiveness is the moderator in this study. To discuss the issues of the moderator model explains the effect of strength and direction of Purchase Intention. The hypotheses of this study are presented as follows:
1.Product Involvement has statistically influence on Purchase Intention.
2.Advertising Effectiveness has statistically influence on Purchase Intention.
3.The interaction of Product Involvement and Advertising Effectiveness as statistically influence.

The conclusions are presented as all hypotheses to show:
1.On Purchase Intention, the Product Involvement will influence consumers’ purchase decision.
2.Advertising also influence consumers’ purchase decision.
3.The effect of the interaction explains synergy from Product Involvement and Advertising Effectiveness to consumers.

誌謝詞 iv
中文摘要 v
英文摘要 vi
目錄 vii
表目錄 viii
圖目錄 ix

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程及範圍 4
第二章 文獻探討 6
第一節 涉入程度 6
第二節 廣告效果 8
第三節 購買意願 14
第四節 干擾變數(Moderator)與中介變數(Mediator) 16
第三章 研究設計 19
第一節 研究架構 19
第二節 購買因素之研究 20
第三節 問卷設計、抽樣與情境設計 22
第四章 實證分析 29
第一節 敘述統計量─樣本描述與分析 29
第二節 購買因素分析 35
第三節 信、效度與相關分析與香水市場ANOVA 39
第四節 本章小結 50
第五章 結論與建議 52
第一節 結論 52
第二節 建議 57
第三節 管理意涵─產品涉入與廣告效果 57
參考文獻59
附錄A 抽樣問卷62

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林建煌，2002，行銷學，台北：智勝文化。
許士軍，1987，管理學(第七版)，台北：東華書局。


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三、網路部份
尼爾森市調公司，http://tw.nielsen.com/site/index.shtml。
台北市網際網路廣告暨媒體協會(IAMA)，http://www.iama.org.tw/。
美國行銷協會(The Committee Definitions of The American Marketing Association)，http://www.marketingpower.com/Pages/default.aspx。