近年來數位廣告市場持續成長下，於線上進行廣告投放成為重要行銷策略之一。廣告視覺化呈現方式相當多元，其中，產品如何在廣告中進行排列亦是排版上常見的構圖情境之一。然而，在學術上卻鮮少進行研究與討論。本研究將以雙元訊息處理模型作為理論觀點，探討複雜程度差異的產品排列視覺模式是否會因處理流暢性與推敲而影響態度和點擊意圖，並加入實務設計上常運用的圖像背景與文案類型作為干擾以釐清廣告所帶來的個別效果，以提供更多實務建議。
本研究採用實驗法進行三個實驗。實驗一採2（產品排列視覺模式：規則vs. 不規則）x 2（圖像背景：簡單vs. 複雜）二因子組間設計；實驗二與實驗三採2（產品排列視覺模式：規則vs. 不規則）x 2（圖像背景：簡單vs. 複雜）x 2（文案類型：明示vs. 暗示）之三因子組間設計，以線上廣告作為情境，透過圖片操弄方式產生分別4種、8種不同廣告以了解消費者在產品排列視覺模式、圖像背景與文案類型之間的適配性組合如何透過處理流暢性與推敲進而影響廣告態度、品牌態度和點擊意圖。研究結果發現，產品排列視覺模式須在與圖像背景、文案類型之二階與三階適配性下才會產生處理流暢性和推敲，並分別採用捷思式與系統式訊息處理途徑，且在較為複雜的情境下，會因過於複雜而使消費者不進行推敲。此外，本研究亦證實暗示文案作為主要推敲來源所帶來的適配效果。

In recent years, with the continuous growth of the digital advertising market, online advertising has become a crucial marketing strategy. There is a wide variety of visual presentation tips for advertisements, which the product arrangement in ads is a common design. However, previous studies have rarely focused on this topic. Based on Heuristic-Systematic Model, this study aims to examine whether the complexity of product arrangement in online advertisements would affect attitude and click intention by processing fluency and elaboration, and the moderating effects by imagery background and copy style to provide several practical suggestions.
This research conducted three studies through experimental method. Study 1 is a 2 (product arrangement: regular vs. irregular) x 2 (imagery background: simple vs. complex) two-factor between-subjects design. Study 2 and 3 are 2 (product arrangement: regular vs. irregular) x 2 (imagery background: simple vs. complex) x 2 (copy style: explicit vs. implicit) three-factor between-subjects design. This research aims to understand how product arrangement fit between imagery background and copy style, affect attitude and click intentions through processing fluency and elaboration. The results show that product arrangement needs to fit with imagery background and copy style to induce processing fluency and elaboration. Consumer tends to use heuristic and systematic process, respectively. Moreover, in more complex scenarios, consumer may refrain from elaboration due to excessive complexity. Additionally, the results also show that the matching effects which implicit copy as the primary source of elaboration.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖目錄 vii
表目錄 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 5
第貳章 文獻回顧 6
第一節 數位廣告市場現況 6
第二節 雙元訊息處理模型 11
第三節 視覺複雜度 12
第四節 產品排列視覺模式 16
第五節 處理流暢性 19
第六節 推敲 21
第七節 圖像背景 23
第八節 文案類型 26
第九節 態度 28
第十節 點擊意圖 29
第參章 研究架構與研究假說 31
第一節 研究架構 31
第二節 假說推論 31
第肆章 實驗一 40
第一節 研究方法 40
第二節 分析結果 45
第伍章 實驗二 59
第一節 研究方法 59
第二節 分析結果 65
第陸章 實驗三 83
第一節 研究方法 83
第二節 分析結果 86
第柒章 結論與建議 104
第一節 研究發現與討論 104
第二節 理論貢獻 111
第三節 實務貢獻 113
第四節 研究限制與未來研究方向 114
參考文獻 116
附錄 130

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