平面廣告作為行銷宣傳的重要工具，它不僅需要吸引消費者的目光，更需透過精心的內容編排與適當的文字搭配，才能使廣告訊息易於理解。在編排呈現上，業者經常利用格式塔法則中的接近性與相似性原則來將產品進行分類呈現，以降低畫面的視覺複雜性，但缺少探討此兩法則間的搭配呈現會如何影響人們比較產品。因此本研究旨在探討在面對不同相似性的多產品品項時，該以何種編排距離來呈現，才能有利於人們對齊比較這些品項，以促進最終的購買決策；同時也探討系列產品名稱具體性將會如何干擾人們感知到產品品項間的可對齊性。
本研究共執行三個實驗，結果發現：(1)在未加入系列產品名稱時，將相同品項的產品組合以緊密（vs. 疏離）的方式呈現，有助於人們感知到產品品項間的可對齊性，與有效促進人們的購買決策；(2)加入系列產品名稱後，將相同品項的產品搭配具體名稱並以緊密的方式呈現，能提升產品品項間的可對齊性；在不同品項的產品呈現時則是需搭配抽象名稱，並以疏離的方式編排，才能提升產品品項間的可對齊性；(3)當產品品項間的可對齊性越高，越可以促進人們做出購買決策；(4)相同品項產品搭配具體名稱以及不同品項產品搭配抽象名稱，並以合適的編排距離呈現這些產品時，會藉由提升產品品項間的可對齊性，進而影響人們的購買決策。
本研究針對格式塔法則中的接近性與相似性法則，探討兩者之間該如何搭配才能有效提升產品品項間的可對齊性；並結合不同具體性的產品名稱探討其干擾作用，以為格式塔法則的應用增添了多樣的解讀視角。在實務應用方面，本研究結果也提供了行銷與設計人員在廣告編排上的具體建議；同時也告知消費者在面臨不知該如何決策時，可依循廣告畫面中的編排與文字指引，從而做出明確且滿意的購買決策。

Print advertisements, as essential tools of marketing communication, must capture consumers’ attention while delivering clear messages. Designers often apply the Gestalt principles of proximity and similarity in their design layouts to arrange products and simplify visuals. However, little research has explored how these principles interact to influence consumers’ ability to compare products. This study investigates how the proximity (close vs. distant) and similarity (same-category vs. cross-category products) principles can enhance product alignability and stimulate consumers’ purchase decisions, while examining the moderating role of product series names (concreteness vs. abstract).
The results of three studies indicate the following: (1) Without a product series name, a closer distance between same-category products helps people perceive the alignability between the items and facilitates purchasing decisions. (2) With a product series name, using a concrete name with a close arrangement to display same-category products, and an abstract name with a distant arrangement for cross-category products enhance consumers’ ability to perceive alignability between the products. (3) Higher perceived alignability among product items significantly promotes purchasing decisions. (4) Alignability serves as a mediating variable, where pairing same-category products with concrete names and cross-category products with abstract names, combined with appropriate arrangement distances, positively influences consumers’ purchase decisions.
This study focuses on the Gestalt principles of proximity and similarity, exploring how their combination can effectively enhance the alignability of product items. Additionally, it examines the moderating role of product series names with varying levels of concreteness, offering diverse interpretative perspectives for the application of Gestalt principles. From a practical standpoint, the findings provide actionable guidance for marketers and designers on effective advertising layouts. Furthermore, they inform consumers that when facing difficulties in making decisions, they can rely on the layout and textual cues in advertisements to make clear and satisfying purchase decisions.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第壹章、緒論 1
第一節、研究背景 1
第二節、研究動機 6
第三節、研究問題 11
第四節、研究目的 11
第五節、研究範圍 12
第貳章、文獻回顧 14
第一節、探索性搜索 14
第二節、排版結構 16
第三節、類比 27
第四節、語言具體性 30
第參章、研究架構與假說 33
第一節、研究架構 33
第二節、假說推論 33
第肆章、研究方法 39
第一節、實驗概述 39
第二節、樣本與實驗設計 39
第伍章、實驗一 40
第一節、實驗一研究方法 40
第二節、實驗一結果分析 49
第陸章、實驗二 57
第一節、實驗二研究方法 57
第二節、實驗二結果分析 61
第柒章、實驗三 69
第一節、實驗三研究方法 69
第二節、實驗三結果分析 80
第捌章、結論與建議 102
第一節、研究發現 102
第二節、研究意涵 107
第三節、研究限制與未來研究方向 114
參考文獻 118
附錄 141
附錄一：前測一 休閒食品產品選擇、虛擬品牌名稱選擇 141
附錄二：前測二 個人清潔產品選擇 145
附錄三：前測三 系列產品名稱選擇 148
附錄四：實驗一 152
附錄五：實驗二 157
附錄六：實驗三 163

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