第五章 結論與建議
第四節 未來研究建議
一、 操弄訊息來源
本研究只使用文字做為論點訊息，未來研究可以更進一步探討不同訊息來源 的影響，例如直接以廣告內容呈現，或是以旁白方式呈現，搭配上懷舊音樂會不 會產生不同的結果。
二、 增加音樂類別
除了可用選用中文歌曲，比較其對音樂懷舊性及廣告效果的影響，也可以比 較不同曲風是否會造成不同的懷舊情感與廣告效果。此外，選用廣告原版的配樂 增加配適程度可能對廣告效果有不同影響。
三、 考慮可能影響產品能見度的因素
可能影響產品能見度判斷的因素包括生活形態、收入、姓別、年齡等等，不 同的產品對不同的人來說，產品能見度的程度也會不同，如果可以更明確掌握其
他影響因素，對於鎖定特定族群的產品的廣告策略，將有更實質的幫助。
四、 控制產品出現頻率
在挑選或製作廣告影片時，盡可能控制產品出現的頻率差異不要太大，讓受測者 可以受到相同程度的產品刺激，懷舊音樂與產品也可以有相同程度的連結，若產 生不同的廣告效果，因果關係也會較清楚。
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附錄 1：前測問卷—論點
不在意 1 2 3 4 5 6 7 很在意
附錄 2：前測問卷—音樂懷舊感
附錄 3： 前測問卷—廣告音樂配適度(1)
請配合影片播放順序填答下列問題
※廣告歌曲 1
我不喜歡 1 2 3 4 5 6 7 我喜歡 不適合這支廣告 1 2 3 4 5 6 7 很適合這支廣告
※廣告歌曲 2
我不喜歡 1 2 3 4 5 6 7 我喜歡 不適合這支廣告 1 2 3 4 5 6 7 很適合這支廣告
※廣告歌曲 3
我不喜歡 1 2 3 4 5 6 7 我喜歡 不適合這支廣告 1 2 3 4 5 6 7 很適合這支廣告
※廣告歌曲 4
我不喜歡 1 2 3 4 5 6 7 我喜歡 不適合這支廣告 1 2 3 4 5 6 7 很適合這支廣告
※廣告歌曲 5
我不喜歡 1 2 3 4 5 6 7 我喜歡 不適合這支廣告 1 2 3 4 5 6 7 很適合這支廣告 親愛的同學您好：
這是一份廣告配樂的研究，所有的回答資料僅供本研究分析使用，絕不對外公 開，敬請放心填答。非常感謝您的協助與合作。
國立台灣大學 商學研究所 指導教授：練乃華 博士 研究生：商研二 林安妮
附錄 4： 前測問卷—廣告音樂配適度(2)
請配合影片播放順序填答下列問題
※廣告 1
該廣告歌曲適合搭配該廣告
非常同意 1 2 3 4 5 6 7 非常不同意
※廣告 2
該廣告歌曲適合搭配該廣告
非常同意 1 2 3 4 5 6 7 非常不同意
※廣告 3
該廣告歌曲適合搭配該廣告
非常同意 1 2 3 4 5 6 7 非常不同意
※廣告 4
該廣告歌曲適合搭配該廣告
非常同意 1 2 3 4 5 6 7 非常不同意 問卷完畢，感謝您的熱心作答！
親愛的同學您好：
這是一份廣告配樂的研究，所有的回答資料僅供本研究分析使用，絕不對外公 開，敬請放心填答。非常感謝您的協助與合作。
國立台灣大學 商學研究所 指導教授：練乃華 博士 研究生：商研二 林安妮
附錄 5：正式問卷—牛仔褲
填答注意事項
1. 當主持人請您開始作答時，才翻至第一頁開始作答 2. 每頁作答完畢後，才翻至下一頁繼續作答
3. 翻頁前請先確認無遺漏作答之處
4. 問卷作答結束後，請確實繳回給主持人。
【感謝您的合作】
親愛的同學您好：
這是一份關於電視廣告效果的研究，問卷中所有題目皆無任何標準答案，僅需 依個人感覺填寫及可，所有的回答資料僅供本研究分析使用，絕不對外公開，
敬請放心填答。非常感謝您的協助與合作。
國立台灣大學 商學研究所 指導教授：練乃華 博士 研究生：商研所 林安妮
◎請就您個人意見選擇最適合的答案
5. 整體而言，該廣告引發了您什麼感覺？
8. 請閱讀下列定義，並回答相關問題
我覺得牛仔褲是屬於
低能見度產品 1 2 3 4 5 6 7 高能見度產品
9. 廣告中品牌”Diesel”對我來說…
很不好的 1 2 3 4 5 6 7 很好的 不喜歡的 1 2 3 4 5 6 7 喜歡的 很不熟悉 1 2 3 4 5 6 7 很熟悉 很不了解 1 2 3 4 5 6 7 很了解
10. 我對於牛仔褲…
很不熟悉 1 2 3 4 5 6 7 很熟悉 很不了解 1 2 3 4 5 6 7 很了解
11. 觀看廣告時，我…
很不專心 1 2 3 4 5 6 7 很專心 很不投入 1 2 3 4 5 6 7 很投入 個人基本資料
1. 性別 □男 □女
2. 就讀系級 3. 學號 4. 年齡 歲
問卷完畢，感謝您的熱心作答！
高能見度產品：使用時常是在公眾場合，例如餐廳、學校 ，即使是陌生人也 會看到我使用這項產品，並且我會在意別人對於這項產品的看 法及評估
附錄 6：正式問卷—印表機
填答注意事項
1. 當主持人請您開始作答時，才翻至第一頁開始作答 2. 每頁作答完畢後，才翻至下一頁繼續作答
3. 翻頁前請先確認無遺漏作答之處
4. 問卷作答結束後，請確實繳回給主持人。
【感謝您的合作】
親愛的同學您好：
這是一份關於電視廣告效果的研究，問卷中所有題目皆無任何標準答案，僅需 依個人感覺填寫及可，所有的回答資料僅供本研究分析使用，絕不對外公開，
敬請放心填答。非常感謝您的協助與合作。
國立台灣大學 商學研究所 指導教授：練乃華 博士 研究生：商研所 林安妮
◎請就您個人意見選擇最適合的答案
5. 整體而言，該廣告引發了您什麼感覺？
8. 請閱讀下列定義，並回答相關問題
我覺得印表機是屬於
低能見度產品 1 2 3 4 5 6 7 高能見度產品
9. 廣告中品牌”Epson”對我來說…
很不好的 1 2 3 4 5 6 7 很好的 不喜歡的 1 2 3 4 5 6 7 喜歡的 很不熟悉 1 2 3 4 5 6 7 很熟悉 很不了解 1 2 3 4 5 6 7 很了解
10. 我對於印表機…
很不熟悉 1 2 3 4 5 6 7 很熟悉 很不了解 1 2 3 4 5 6 7 很了解
11. 觀看廣告時，我…
很不專心 1 2 3 4 5 6 7 很專心 很不投入 1 2 3 4 5 6 7 很投入 個人基本資料
4. 性別 □男 □女
5. 就讀系級 6. 學號 7. 年齡 歲
問卷完畢，感謝您的熱心作答！
高能見度產品：使用時常是在公眾場合，例如餐廳、學校 ，即使是陌生人也 會看到我使用這項產品，並且我會在意別人對於這項產品的看 法及評估
低能見度產品：使用時常是在私人場合，例如家裡，會看到我使用產品的多半 是熟人，我也不太在意別人對於這項產品的看法及評估
附錄 7：牛仔褲廣告截圖
附錄 8：印表機廣告截圖