第五章 研究結論
第三節 研究限制
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第三節 研究限制
一、 樣本選擇
本研究採大學部女學生為實驗樣本，還不足以代表所有年齡層女性消費者之 狀況，且樣本數以每個操弄版本 21~22 人為限，可能使得檢定力（power）不足，
造成統計的不顯著。
二、 實驗物設計
本研究欲設計雜誌中的廣告圖稿給受測者觀看，但考量到填答時間，只提供 受測者廣告圖稿而無整本擬真雜誌，這可能使得受測者觀看廣告時的心情與注意 度與平日不同，間接影響研究之外在效度。
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參考文獻
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江惠蘭（2003）。不同性刺激形式所引發的性幻想程度對廣告效果之影響。國立 中央大學企業管理研究所碩士論文。
二、 英文部份
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Byrne, D. (1977). Social psychology and the study of sexual behavior. Personality and Social Psychology Bulletin. 3. 3-30.
Chang, C. (2012). The Role of Ad‐Evoked Consumption Visions in Predicting Brand Attitudes: A Relevancy Principle Model. Psychology & Marketing, 29(12), 956-967.
Chestnut, R. W., LaChance, C. C., and Lubitz, A. (1977), The Decorative Female Model: Sexual Stimuli and Recognition of Advertisements, Journal of
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LaTour, M. S., & Henthorne, T. L. (1994). Ethical judgments of sexual appeals in print advertising. Journal of advertising, 23(3), 81-90.
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三、 網路部份
＜性感男模廣告港人不受落＞（2005-9-9）。取自某個山頭討論區 http://roostercastle.servehttp.com/viewthread.php?tid=9335&sid=1RVNoz
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附錄二 第二次前測素材
一人（僅有女性模特兒） 二人（情侶般男女模特兒）
組圖 1
組圖 2
組圖 3
組圖 4
組圖 5
組圖 6
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附錄四 消費願景量表
原文題項 修正題項
How much did the advertisement bring to mind concrete images or mental picture?
這個廣告可以在我腦海中產生相當 生動的畫面。
When thinking about the trip to Aruba, how vivid or detailed was the image that came to your mind?
當我看到這則廣告，腦海中出現自己 穿著牛仔褲／戴著太陽眼鏡的清楚 生動畫面。
When thinking about the trip Aruba, how easy was it to see yourself taking such a trip?
當我看到這則牛仔褲／太陽眼鏡廣 告時，我可以很輕易地想像穿著／戴 著它的情境。
While reading the advertisement for Aruba, to what extent were you able to ”transport” yourself into the ad?
當我看到這則牛仔褲／太陽眼鏡廣 告時，我可以輕易地想像自己身處在 廣告描繪的情境中。
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附錄五 正式實驗－模特兒性別組合及產品類型素材
產品 類型
模特 兒性 別組合
產品與性有相關
（牛仔褲）
產品與性無相關
（太陽眼鏡）
情 侶般 男 女 模特 兒
組 1（A 版） 組 2（B 版）
僅有 女 模特 兒
組 3（C 版） 組 4（D 版）
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附錄六 正式問卷（A 版& C 版）
--首先請你翻頁觀看一則夾頁廣告，然後翻閱下一頁回答問題。-- 首先謝謝你的參與。
本研究為瞭解一般民眾對雜誌廣告的想法與看法，
請你看完廣告後，依序回答所附的題項。
問卷題項看則類似、實則有異。
你的所有回答對我們而言都很重要，所以請你不要跳答任何題項。
本研究採不記名方式，
所有資料僅供學術研究使用，絕不外流，
因此請你放心填答。
※本研究所有圖稿僅供學術研究使用，請勿隨意散播與進行商業用途。
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附錄七 正式問卷（B 版& D 版）
--首先請你翻頁觀看一則夾頁廣告，然後翻閱下一頁回答問題。-- 首先謝謝你的參與。
本研究為瞭解一般民眾對雜誌廣告的想法與看法，
請你看完廣告後，依序回答所附的題項。
問卷題項看則類似、實則有異。
你的所有回答對我們而言都很重要，所以請你不要跳答任何題項。
本研究採不記名方式，
所有資料僅供學術研究使用，絕不外流，
因此請你放心填答。
※本研究所有圖稿僅供學術研究使用，請勿隨意散播與進行商業用途。