本研究主要目的為探討受測者觀看國軍「守護家園」系列微電影後，其廣告效果對受測者認同及社會地位知覺之影響，並就受測者微電影使用習慣，探討國軍「守護家園」系列微電影廣告傳播效益。本研究以新兵訓練中心受訓學兵為研究對象，採二階段的抽樣方法，以「分層比例抽樣」及「簡單比例抽樣」方式進行問卷調查，計發出 390 份問卷，扣除填答不完全與無效樣本後，回收有效問卷 368 份。經由相關及迴歸分析，研究結果顯示：受測者受微電影廣告效果渲染程度越高，對於認同與社會地位知覺反應亦越高。其中以「行為」對「組織認同」及「情感」對「專業形象」解釋力最大，為影響廣告效果渲染程度之重要因素。綜上研究結果未來國軍拍攝形象廣告時，可針對目標族群喜好設計微電影故事架構，激發觀眾內在「情感」及「行為」知覺反應，並妥適運用業界低成本之廣告行銷手法，達到影像傳播最高效益，進而增進民眾對國軍之認同，提升軍人社會地位。 The aim of this study is to investigate the advertising effect of the Armed Forces Home Guard series on audience’s identity and social status perception to the ROC Armed Forces. Our subjects are the students in the Navy Recruit Training Center. With two-stage sampling methods – stratified proportional and simple proportional sampling, 390 questionnaires were delivered. Excluding uncompleted and invalid ones, 368 questionnaires were compiled statistics. Via canonical correlation and regression analysis, we find that the subjects, influenced deeply by advertising propagation, get higher scores of identity and social status perception. The action perspective of advertising effect is an important factor to advertising propagation, and wins a greatest explanatory power to the identity perspective of group identity and social status perception perspective of professional image. Conclusion： while making image advertisement in the future, Armed Forces could improve public identity and social status perception to the ROC Armed Forces by attractive story design, and stimulate the perception reaction and inner emotion of target groups by cost-effective advertising marketing strategy, widely used by industries.
