2020年全球受COVID-19影響，限制了人類行動卻讓我們注意到聲音，因此「臺灣Podcast元年」從此起步，開始累績不同的聽眾輪廓與嘗試建構Podcast各項商業模式。本研究以Podcast廣告位置為主軸，探究單一廣告之位置如何影響品牌回想、品牌再認與品牌態度，並檢測媒體多工行為與品牌名稱重複曝光頻率的干擾作用。本研究採實驗法，執行兩個實驗驗證七項假說，實驗結果發現如下：1. Podcast的品牌記憶效果，呈現後置式最佳，中置式次之，前置式最差的模式。2. Podcast中置式廣告的品牌態度效果較前和後置式都來得差。3. 當收聽Podcast廣告，有媒體多工行為相較於無媒體多工行為降低品牌回想與再認；而在品牌名稱重複曝光頻率的主效果上，低重複曝光頻率在記憶程度最差、高重複曝光頻率在態度呈現上最差。4. Podcast前置式廣告於無媒體多工行為且品牌名稱重複曝光低頻率時，品牌再認差、品牌態度效果佳。5. 當品牌名稱重複曝光頻率為中頻率和高頻率時，Podcast後置式廣告相較前置式和中置式廣告的較佳品牌回想效果被進一步強化；而當品牌名稱重複曝光頻率為中頻率時，Podcast後置式廣告相較前置式和中置式廣告的較佳品牌態度效果凸顯。

本研究結果對於Podcast廣告、單一廣告位置、品牌名稱重複曝光頻率與媒體多工行為等多元跨領域媒體行銷，提供創新之理論貢獻外，也透過此途徑提供品牌業者與廣告商豐富多元的行銷策略，以期對Podcast領域提供新商業面向。

In 2020, human movements were restricted due to COVID-19, drawing attention to audio experiences and marking the "Taiwan Podcast Year". This period witnessed the accumulation of diverse listener profiles and the exploration of various podcast business models. This study focuses on the impact of podcast ad placement, investigating how the placement of a single ad affects brand recall, recognition, and attitude. It also examines the moderating effects of media multitasking and brand name repetition.

The research employed experimental methods to verify seven hypotheses across two experiments, and the results are as follows. (1). Regarding the brand memory effect of podcasts, post-roll ads are the most effective, mid-roll ads are second, and pre-roll ads are the least effective. (2). The brand attitude effect of podcast is least favorable with mid-roll ads compared to pre-roll and post-roll ads. (3). Media multitasking during podcast ad listening reduces brand recall and recognition compared to focused listening. Regarding brand name repetition, low exposure level results in poor memory, while high exposure level leads to poorer attitude. (4). When there is no media multitasking and brand name repetition is at a low exposure level, the brand recognition effect of pre-roll ads in podcasts is poorer, but the brand attitude effect is better. (5). When brand name repetition is at medium and high exposure levels, the superior brand recall effect of post-roll ads in podcasts, compared to pre-roll and mid-roll ads, is further enhanced. At a medium exposure level, post-roll ads in podcasts show superior effects on brand attitude compared to pre-roll and mid-roll ads.

This research contributes theoretical insights to podcast advertising, single ad placement strategies, brand name repetition, and media multitasking in interdisciplinary media marketing. It offers innovative marketing strategies for brand owners and advertisers, thereby presenting new commercial perspectives in the podcasting domain.

論文審定書 ..............................................................................................................i
誌謝 ......................................................................................................................... ii
中文摘要 ................................................................................................................ iii
Abstract .................................................................................................................. iv
目錄 ........................................................................................................................ vi
圖次 ......................................................................................................................... x
表次 ........................................................................................................................ xi
第壹章、緒論 ......................................................................................................... 1
第一節、研究背景 ................................................................................................. 1
第二節、研究動機 ................................................................................................. 5
第三節、研究問題 ............................................................................................... 10
第四節、研究目的 ............................................................................................... 10
第貳章、文獻探討 ............................................................................................... 11
第一節、Podcast的崛起 ...................................................................................... 11
第二節、Podcast獲利模式 .................................................................................. 13
第三節、廣告位置 ............................................................................................... 15
（一）、廣告位置之定義 ................................................................................... 15
（二）、廣告位置的背景理論與影響層面 ....................................................... 20
（三）、影響廣告位置效果之干擾變數 ........................................................... 33
第四節、媒體多工 ............................................................................................... 40
（一）、媒體多工背景與定義 ........................................................................... 40
（二）、媒體多工現象剖析 ............................................................................... 42
（三）、媒體多工行為模式之動機與目的 ....................................................... 43
（四）、收聽Podcast伴隨媒體多工行為之可能性分析 .................................. 46
（五）、媒體多工如何影響訊息處理和注意力配置 ....................................... 48
第五節、品牌名稱重複曝光 ............................................................................... 51
（一）、重複曝光效應 ....................................................................................... 51
（二）、重複曝光次數和限制 ........................................................................... 52
（三）、重複曝光與廣告效果間之關係 ........................................................... 55
（四）、干擾Podcast廣告位置之可能性分析 .................................................. 58
第叁章、研究架構與假說推論 ............................................................................ 60
第一節、研究架構 ................................................................................................ 60
第二節、研究假說 ................................................................................................ 61
（一）、Podcast廣告位置對廣告效果之影響 .................................................. 61
（二）、媒體多工行為有/無對Podcast廣告位置效果的干擾 ......................... 64
（三）、品牌名稱重複曝光頻率高/中/低對Podcast廣告位置效果的干擾 ... 67
第肆章、研究方法_實驗一 .................................................................................. 71
第一節、樣本與實驗設計 .................................................................................... 71
第二節、實驗刺激和前測 .................................................................................... 74
（一）、實驗刺激規劃 ........................................................................................ 74
（二）、實驗刺激製作 ........................................................................................ 77
（三）、前測一 .................................................................................................... 79
（四）、前測二 .................................................................................................... 81
第三節、實驗程序 ................................................................................................ 83
第四節、變數衡量 ................................................................................................ 84
（一）、應變數_廣告效果 .................................................................................. 84
（二）、操弄性檢驗變數（Podcast廣告位置、媒體多工行為） .................. 85
（三）、控制變數（情境一致性、產品涉入、認知需求） ........................... 86
第五節、分析結果 ................................................................................................ 87
（一）、研究樣本組成 ........................................................................................ 87
（二）、變數之平均數、標準差及量表信度分析 ............................................ 90
（三）、操弄性檢驗、潛在控制變數之檢定 .................................................... 91
（四）、假說驗證 ................................................................................................ 93
第伍章、研究方法_實驗二 ................................................................................ 104
第一節、樣本與實驗設計 .................................................................................. 104
第二節、實驗刺激 .............................................................................................. 106
（一）、實驗刺激規劃 ...................................................................................... 107
（二）、實驗刺激製作 ...................................................................................... 107
第三節、實驗程序 .............................................................................................. 108
（一）、應變數_廣告效果 ................................................................................ 109
（二）、操弄性檢驗變數（Podcast廣告位置、品牌名稱重複曝光頻率） .109
（三）、控制變數（情境一致性、產品涉入、認知需求） ......................... 110
第四節、分析結果 .............................................................................................. 111
（一）、研究樣本組成 ...................................................................................... 111
（二）、變數之平均數、標準差及量表信度分析 .......................................... 114
（三）、操弄性檢驗、潛在控制變數之檢定 .................................................. 115
（四）、假說驗證 .............................................................................................. 118
（五）、結果討論 .............................................................................................. 133
第陸章、結論與建議 .......................................................................................... 144
第一節、研究發現 .............................................................................................. 144
第二節、理論意涵 .............................................................................................. 147
第三節、實務建議 .............................................................................................. 151
第四節、研究限制與未來研究方向 .................................................................. 155
參考文獻 .............................................................................................................. 158
附錄 ...................................................................................................................... 207

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