| 摘要: | 本研究旨在探討在體育賽事情境中(1)懸疑感是否會影響觀眾的情感反應，而此情感反應是否會進一步影響他們對廣告的態度、產品態度與購買意願;(2)廣告所使用的正面與負面訊息框架對消費者的廣告態度、產品態度與購買意願之影響;(3)廣告的框架效應與消費者調節焦點的適配性，是否會影響消費者的廣告態度、產品態度與購買意願;(4)廣告的框架效應與產品類型之間的搭配，是否會影響消費者的廣告態度、產品態度與購買意願;以及(5)運用腦波技術，探討不同廣告訊息框架與產品類型如何影響觀眾的腦波反應與廣告效果，以補足傳統問卷測量在情感與認知層面上 的侷限。
本研究採用實驗法，受試者將在實驗全程佩戴腦波儀，其中包含填寫紙本問卷、觀看體育刺激影片及觀看廣告海報期間，並測量其腦波變化與情感反應。正式實驗設計為 1 個體育賽事影片× 2 框架效應(正面 vs. 負面)× 2 產品類型(享樂型 vs. 實用型)的組間實驗。受試者隨機分配到四組中的其中一組，先觀看體育賽事影片，接著觀看廣告海報。本研究將分成三個部分進行分析:問卷分析、腦波資料分析以及問卷與腦波資料的對應。總計回收 50 份有效問卷、47 份有效腦波數據，問卷回收後利用統 計軟體 SPSS 27、AMOS 26 和 SMART PLS 4 進行資料分析與假設驗證。
本研究結果顯示(1)感知節目懸疑會正向影響正向情感與負向情感，(2)正向情感會正向影響廣告態度、產品態度與購買意願，(3)正面框架訊息的產品態度顯著高於負面框架，(4)當廣告訊息以正面框架呈現時，促進焦點的個體在產品態度會顯著高於以負面框架呈現的情況。本研究之研究貢獻如下:(1)驗證了一部分的情緒一致性理論，即節目情境所引發的正向情感會增強消費者對後續廣告的正面態度，於運動賽事情境下驗證其對廣告效果的影響路徑，補足過去的實證空缺。(2)證實「正面 框架」所引發的產品態度高於「負面框架」，釐清訊息框架效應在高情緒喚起情境中的效果差異與適用性。(3)因本研究僅促進焦點導向者對正面框架廣告的產品態度顯著較高，但適配效果未全面顯現，應重新檢視調節適配理論在高情緒喚起情境下的侷限。(4)本研究未發現「正面×享樂型」與「負面×實用型」的理想搭配效果，指出高懸疑與高情緒起伏的運動賽事可能改變既有廣告設計策略的適用性，須因應情境調整。(5)本研究結合主觀問卷與客觀腦波數據，從神經行銷的角度驗證體育賽事情境中的廣告效果，發現廣告與觀眾情緒一致時，更能提升廣告說服力。(6)本研究將 EEG 結合體育賽事情境與廣告變項，提供未來神經行銷應用於廣告效果評估的實證基礎。;This study aims to explore the following in the context of sports events: (1) whether perceived program suspense influences viewers’ emotional responses, and whether these emotional responses further affect their ad attitudes, product attitudes, and purchase intentions; (2) how positive versus negative message framing in advertising influences consumers’ ad attitudes, product attitudes, and purchase intentions; (3) whether the fit between advertising message framing and consumers’ regulatory focus affects their ad attitudes, product attitudes, and purchase intentions; (4) whether the alignment between message framing and product type influences consumers’ ad attitudes, product attitudes, and purchase intentions; and (5) the use of EEG technology to examine how different message framings and product types influence viewers′ brainwaves and advertising effectiveness, thereby addressing the limitations of traditional questionnaire measurements in capturing emotional and cognitive responses.
An experimental method was employed, with participants wearing EEG devices throughout the study, which included completing paper-based questionnaires, watching sports video stimuli, and viewing advertisement posters. The main experiment followed a between- subjects design: 1 sports event video × 2 message framings (positive vs. negative) × 2 product types (hedonic vs. utilitarian). Participants were randomly assigned to one of four groups, first, they watched the sports event video, and then they viewed the advertisement. The analysis was conducted in three parts: questionnaire data, EEG data, and the correspondence between both. A total of 50 valid questionnaires and 47 valid EEG datasets were collected. Data analysis and hypothesis testing were conducted using SPSS 27, AMOS 26, and SMART PLS 4.
The results showed that: (1) perceived program suspense positively influenced both positive and negative emotions; (2) positive emotions positively influenced ad attitudes,product attitudes, and purchase intentions; (3) product attitudes were significantly higher under positive message framing than under negative message framing; (4) among promotion- focused individuals, product attitudes were significantly higher when ads used a positive framing compared to a negative one.
The contributions of this study are as follows: (1) it partially validated the mood congruency theory by verifying that positive emotions induced by the program enhance consumers′ attitudes toward subsequent ads, thereby filling a gap in empirical research on advertising effectiveness under the sports event context; (2) it demonstrated that positive framing elicit higher product attitudes than negative ones, clarifying the differential effects and applicability of message framing under high emotional arousals; (3) since only promotion-focused individuals showed significantly higher product attitudes for positively framed ads, while the regulatory fit was not observed, the study suggests reevaluating the limitations of regulatory fit theory under high-arousal scenarios; (4) the expected alignments of "positive × hedonic" and "negative × utilitarian" were not supported, indicating that high- suspense and emotionally intense sports events may alter the applicability of conventional advertising strategies, necessitating context-specific adjustments; (5) by integrating subjective questionnaires with objective EEG data, the study validates ad effectiveness under sports event contexts from a neuromarketing perspective, revealing that ads aligned with viewers′ emotions enhance persuasiveness; (6) the application of EEG in sports event and advertising research offers an empirical foundation for future neuromarketing studies on ad effectiveness evaluation. |
