隨著個人化行銷的風行與按需印刷技術的進步，一向被視為較傳統的平面媒體也有突破性的轉變，以郵件廣告(DM)為例，搭配帳單、消費紀錄等個人資訊的DM成為新型態的廣告手法，對DM的廣告效果產生巨大的影響，破除「DM是垃圾郵件」的成見，讓收件者有耳目一新的感受，進而達到較佳的廣告溝通效果。

由於個人化在行銷領域中帶來的正面效果已在許多學術研究中獲得證實，本研究便以廣告態度中介模式理論為基礎建立研究架構，將廣告效果分成廣告態度、產品態度、購買意願三個構面，並以產品類別（選購品、特殊品）與認知需求程度（高、低認知需求）兩個干擾因素，探討個人化對DM廣告效果究竟會產生何種程度的影響，以及產品類別和認知需求程度對其效果可能產生的影響。

本研究採用實驗法，針對329位大學生，依個人化程度（全個人化、半個人化、非個人化）以及產品類別分成六組，進行消費偏好與認知需求程度調查後，設計DM測量廣告效果，共收回235份有效問卷，使用MANOVA分析變項間的交互作用結果發現：一、個人化資訊可有效提高對DM的廣告態度，二、個人化機制推薦產品，可以提升消費者對廣告產品的態度與購買意願，三、個人化程度越高，DM廣告效果越好，四、特殊品比選購品更適合作為個人化DM廣告，五、認知需求程度並不影響DM廣告效果。

和其他媒體個人化的研究結果比較，DM具有可觸性、主動性等優勢，本研究中對於個人化DM的初步發現，不論在學術上和實務上都能夠提供有價值的知識，供行銷研究與管理者提高行銷效果的參考。

The increased popularity of personal marketing and printing on demand technology has substantially changed the advertising practice. Taking direct mail (DM) as an example, DM is no longer treated as “junk mail” but useful marketing tool after combining personal information with interesting advertisement, such as combining customers’ credit card statements with customized advertisement based on their purchasing behavior. Personalized DM has become a brand new approach for advertising that may lead to better communication effect.
In this research, we formulated a research framework based on the Advertisement Attitude Mediating Model, which measures the effect of advertisement in three aspects: attitude towards the advertisement, attitude towards the advertised product, and purchase intention. Product category (shopping goods and specialty goods) and need for cognition (high and low) were moderators.
Experiment method was utilized in this research to examine the effect of personalized DM. A total of 329 college students participated the experiment and they were divided into six groups with different settings in three different degrees of personalization (personalized, half-personalized, and none-personalized) and two product categories. Among them, 235 eventually completed the experiment to provide valid data for analysis.
The results include: (1) personalized information has a positive effect on consumers’ attitude towards DM; (2) personalized product recommendation can improve consumers’ attitude towards product and increase their purchase intention; (3) A higher degree of personalization produce the better advertising effects; (4) The effect of personalization varies in different product category. Specialty goods is more suitable for personalized DM than shopping goods; (5) The consumer’s need for cognition does not affect the effect of personalized DM.

Chen, Chih-Hau

目 次
摘要---------------------------------------------------------------Ｉ
Abstract -----------------------------------------------------------Ⅱ
目次---------------------------------------------------------------Ⅳ
表次---------------------------------------------------------------Ⅵ
圖次---------------------------------------------------------------Ⅶ

第一章 緒論--------------------------------------------------------1
第一節 研究背景------------------------------------------------1
第二節 研究動機------------------------------------------------4
第三節 研究問題與目的------------------------------------------5
第四節 研究步驟------------------------------------------------6
第五節 論文組織------------------------------------------------7

第二章 文獻探討----------------------------------------------------8
第一節 直接郵件的特性（Direct Mail）-----------------------------8
第二節 個人化（Personalization）------------------------------11
第三節 廣告效果-----------------------------------------------19
第四節 廣告效果的衡量-----------------------------------------28
第五節 產品分類-----------------------------------------------33
第六節 認知需求-----------------------------------------------36

第三章 研究方法---------------------------------------------------39
第一節 研究架構與方法-----------------------------------------39
第二節 研究變項的操作型定義與衡量-----------------------------41
第三節 研究假說-----------------------------------------------45
第四節 問卷設計-----------------------------------------------47
第五節 實驗設計-----------------------------------------------50
第六節 實驗步驟-----------------------------------------------57
第七節 分析方法-----------------------------------------------59

第四章 資料分析---------------------------------------------------61
第一節 分析內容-----------------------------------------------61
第二節 結果分析-----------------------------------------------62
一、 敘述性統計-------------------------------------------62
二、 信度與效度分析---------------------------------------63
三、 交互作用與主要效果分析-------------------------------64
四、 顯著效果的探討---------------------------------------71
五、 研究發現---------------------------------------------75

第五章 結論與建議-------------------------------------------------80
第一節 研究結論-----------------------------------------------80
第二節 研究貢獻-----------------------------------------------84
第三節 研究限制-----------------------------------------------86
第四節 後續研究建議-------------------------------------------89

參考文獻-----------------------------------------------------------91
中文文獻-------------------------------------------------------91
英文文獻-------------------------------------------------------94

附錄一 個人化DM樣版---------------------------------------------100
附錄二 非個人化DM樣版-------------------------------------------101
附錄三 選購品消費偏好與認知需求調查問卷--------------------------102
附錄四 特殊品消費偏好與認知需求調查問卷--------------------------108
附錄五 廣告效果調查問卷------------------------------------------113

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