電視廣告音樂之型態在不同廣告涉入度下對廣告效果的影響

The Impact of Music Type in TV Commercial at Different Degrees of Advertising Involvement on Advertising Effect

現代電視廣告中所謂的「說服效果」，被學者稱為低涉入度的學習效應，故消費者的訊息涉入程度將會影響廣告效果的彰顯。本研究以2×2 混合設計的實驗方式，進行「電視廣告音樂之型態」（背景音樂、主題音樂）和「廣告涉入之程度」（低涉入、高涉入）等兩個自變數的操控，檢定對應變數廣告效果的影響。整體的實驗共區分為四個情境，總計測得有效問卷共160 份（女92 人、男68 人），並以混合設計二因子變異數分析，作為對應變數的檢定方法。本研究最後依據實驗結果，建立一個音樂型態與廣告涉入影響廣告效果的路徑模型，並歸納出四個主要的顯著結果：（1）消費者的廣告涉入程度會對廣告效果造成影響，且廣告低涉入者會勝過廣告高涉入者；（2）電視廣告音樂的型態會對廣告效果造成影響，且主題音樂的廣告會勝過背景音樂的廣告；（3）電視廣告的主題音樂會提升廣告低涉入者之廣告態度、品牌態度與購買意願；（4）電視廣告的背景音樂會提升廣告高涉入者之廣告態度與品牌態度。

Scholars regard the persuasive effects of modern TV commercial as a low-involvement learning effect. The degree of message involvement determines whether the effects of advertising are significant. This study conducts a 2×2 mixed design through control of two independent variables, the music type of TV commercial （background and theme music） and the degree of advertising involvement （low and high involvement）, to examine their impact on the dependent variable, the advertising effect. The experiment of this study is divided into four conditions, where a total of 160 effective questionnaires were collected, with 92 and 68 questionnaires retrieved from females and males respectively. Then, this study tested the corresponding variables using a mixed design two-way ANOVA. Based on the experimental results, this study established a path model regarding the impacts of music type and degree of advertising involvement on advertising effects, and concluded with four significant results: （1） The degree of the advertising involvement of consumers influences advertising effects, and the effect on consumers with low levels of involvement is more evident than that of those with high levels of involvement; （2） the music type presented in TV commercial affects the influence of advertising, and the effect of theme music is more significant than that of background music; （3） the theme music in TV commercials improves attitudes toward advertising and brands, and increases the consumer willingness to purchase with low levels of involvement; and （4） the background music of TV commercial improves attitudes toward advertising and brands of consumers with high levels of involvement.