近幾年因資訊科技的日新月異，消費者每天要面對成千上萬則不同的廣告，如何吸引消費者的注意力便成為行銷或廣告從業人員關注的議題，加上近年來社
群媒體(Social Media)等新媒體的快速崛貣，使企業不得不正視社群媒體上的新興文化如網路迷因(Internet Meme)所帶來的影響力，並適時地在廣告行銷策略上作出改變。一些企業主已認識到網路迷因所能帶來的流量及價值，並將其應用在廣告行銷工具中，然而，網路迷因是否能夠成為好的廣告工具這項議題是過去研究沒有涉及到的，因此探討廣告業者對網路迷因的看法和應用在廣告工具之意願是本研究欲探討的。
為了探索此項議題，本文將分成三階段來進行研究。首先，為了蒐集廣告與廣告效果相關的定義及特性，本文選擇「文獻蒐集法」來蒐集有關調查報告、期
刊論文及相關書籍等文獻資料，進而全面且精準地掌握研究主題，以利後續研究進行。接著為了篩選建立有效廣告之評選準則，本文透過修正式德菲法(Modified
Delphi Method)結合層級分析法(Analytic Hierarchy Process)來得出以修正式德菲法篩選影響廣告效果之重要因素，再以層級分析法建立有效廣告之評選準則。最後，以修正式德菲法調查行銷廣告從業人員的意見，評估不同形式的迷因的廣告效果為何。
研究結果發現行銷從業人員認為影響廣告效果的重要因素依序為理性訴求、個人主義及感性訴求，據本研究最後之質性分析結果發現，網路迷因具有作為好
的廣告工具之潛能，專家對於將迷因應用在廣告工具之中的態度是開放且有意願的。在不同形式的迷因廣告中，影片迷因的效果評估分數是三者之中最為突出的，其在廣告訴求的評分表現也較其他類型的迷因廣告來得顯著。

In recent years, consumers face thousands of different advertisements every day because of the rapid development of technology. It has become a topic of concern for advertising practitioners about attracting consumers' attentions. More and more new media has forced enterprises to deal with the influence of emerging cultures on social media, such as Internet Memes. They have to make rapid decisions on advertising and marketing strategies. Also, some of business owners have recognized the value of
Internet memes, and have applied them in advertising tools. However, whether Internet memes might become excellent advertising tools, it’s still an issue that has not been explored in past research. Therefore, the purpose of this study is to explore marketing professionals’ perspectives on Internet memes and their willingness about applying Internet Memes in advertising tools.
To explore this issue, this paper will be divided into three stages of research. First of all, to collect the definitions and characteristics related to advertising and advertising effects, this paper chooses “Document Analysis” to collect literature such as survey reports, journal papers, and related books, and then comprehensively and accurately grasp the research topic to facilitate follow-up research. Next, to screen the selection criteria for establishing effective advertisements, this paper uses the “Modified Delphi Method” combined with the “Analytic Hierarchy Process” to obtain it, and uses the “Modified Delphi method” to screen the important factors that affect the advertising effect, and then uses the “Analytic Hierarchy Process” establishes the selection criteria
for effective advertising. Finally, the modified Delphi method was used to survey the opinions of marketing advertising practitioners to assess the advertising effectiveness of different forms of memes.
Experimental results revealed that the important factors affecting the effect of advertising were the rational appeal, individualism, and emotional appeal. Marketing practitioners are open-minded and willing to use Internet memes in advertising tools.
Among the different forms of meme advertisements, the effect evaluation score of video memes is the most prominent, and its score performance in advertising requirements is also significantly higher than that of other types of meme advertisements.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
表目錄 viii
圖目錄 x
1 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 2
1.3 本論文結構 3
2 文獻探討 4
2.1 廣告相關文獻 4
2.2 什麼是廣告效果 7
2.3 影響廣告效果的因素 8
2.4 網路迷因相關文獻 14
2.5 小結 18
3 研究方法 20
3.1 研究設計與架構 20
3.2 文獻分析法 21
3.3 修正式德菲法 24
3.4 層級分析法 29
4 研究發現 33
4.1 產生潛在影響廣告效果的因素準則 33
4.2 產生有效廣告之評選準則 34
4.3 評估不同類型之迷因的廣告效果 42
5 結論與建議 60
5.1 研究結論 60
5.2 研究貢獻 61
5.3 研究限制 62
5.4 實務與未來研究建議 65
參考文獻 68
附錄 72

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