隨著科技的進步，廣告的傳遞愈來愈多樣，但如何才能有效增加消費者對廣告產品的了解呢？近年來，擴增時境的發展日星月異，已開始被廣告商做為廣告之傳遞媒介，特別是在其互動的部分，藉由擴增實境的傳遞，使消費者獲得與以往傳統廣告不同的體驗。此外，透過擴增實境的體驗後，了解對於消費者的廣告效果及認知失調的影響，以及了解消費者是否得到滿意的消費體驗及獲得充分的產品知識與品牌態度。由於這部分之研究鮮少有學者探討，因此，本研究欲探究擴增實境與廣告效果及認知失調之間的關係，並探討其中之關聯性。 本研究採用SPSS統計軟體作為分析工具，以便利抽樣之方式收集樣本，作為研究對象來進行實證分析。並以因素分析、信度分析、迴歸分析、ANOVA分析等方法進行分析。問卷發放期間為2017年4月，共計發放201份問卷，最終回收之有效問卷為200份。 這項研究的結果如下： 1. 擴增實境對廣告效果有顯著正向之影響。 2. 廣告效果對認知失調有部分顯著反向之影響。 3. 擴增實境對認知失調有部分顯著反向之影響。 With the advance of science and technology, the ways of advertising delivery are much variety than before. However, how should enterprises increase their product knowledge in advertising is worth thinking deeply about. Recently, augmented reality’s development change rapidly, some of the enterprises start to use augmented reality as their advertising delivery media. With one of augmented reality feature “interactive”, consumers can get unique experience which is so different from the traditional advertising. In addition, through the augmented reality, this thesis wants to understand about the influence on cognitive dissonance when consumers experienced the augmented reality. Furthermore, in this thesis, we want to find out consumer’s satisfaction after they get the product knowledge and brand attitude when they using the augmented reality. This study used SPSS statistical software to analyze data. The samples were collected in Taiwan. This study used factor analysis, reliability analysis, simple linear regression analysis, ANOVA analysis during April 2017. A total of 201 questionnaires were issued, and eventually 200 were returned. The results of this study are as follows： 1. Augmented reality has a significant positive influence on advertising effectiveness. 2. Advertising effectiveness has a significant negative influence on cognitive dissonance. 3. Augmented reality has a significant negative influence on cognitive dissonance.
