高速公路兩側廣告招牌對用路者環境知覺之影響

Influences of Billboards on the Environmental Perception of Highways Users

本研究主要目的乃從使用者知覺的觀點，探討高速公路兩側廣告物之設置對道路使用者知覺的影響，以作為日後道路主管機關及廣告業者於設置廣告物時的參考。研究採實驗法進行，藉電腦模擬技術（3D studio MAX）的應用，建構高速公路景觀模型，其中設定路況、行車速度、光線等環境因素為控制因子，而以不同的招牌設置距離（50m、100m、200m）、排列間距（300m、600m、900m）及設置背景（鄉村、都市）三者為操作變項，以調查道路使用者對招牌廣告物之“視覺衝擊”、“注意程度”及“適意性”等三知覺的差異。為保有動畫品質，本研究以電腦配合螢幕展示的方式進行問卷調查，調查地點為中山高速公路之泰安休息服務站，樣本設定為道路使用者（包括駕駛者及乘客），共得有效問卷208份。研究結果指出，招牌設置“距離”、“排列間距”及“環境背景”任二變項間，對用路者之視覺衝擊、適意性二類知覺皆有交互作用之影響；對注意程度的影響部分，“環境背景”與“排列間距”間有交互作用效應，“距離”對用路者之注意程度的影響則是單純而顯著的。

The main purpose of this study is to discuss the influences of billboards by the side of highways on the environmental perception of highway users. The results of this study may provide certain guidance to the highway bureau and advertisement agents. The study designed an experimental landscape view of freeway by using 3D Studio MAX software. For experimental design reasons, the study controlled the road condition, driving speed and light as fixed variables. In addition, the study varied different billboard setting distances, the intervals between billboards and environmental background locations to realize the influences of simulated landscapes on the users' visual impact, the level of attention, and amenity. In order to maintain the quality of simulated animation, the survey was taken through the display of computer monitor. Samples were selected from the drivers and passengers at Taiwan service area of the Sun Yet-Sen Freeway. The results showed that both visual impact and amenity of users are influenced by the interaction of any two of the different setting distances, intervals and environmental backgrounds. While interaction between the environmental backgrounds and intervals influences the level of attention, the distance factor remainsindependent and significant.