近年來使用比較性廣告進行優惠促銷成為電信產業常見的廣告手法，業者藉由比較性廣告中對競爭品牌的費率比較，說服消費者採用廣告主的優惠方案。然而比較性廣告真的適用於所有消費者嗎？當消費者身為比較性廣告中「被比較品牌」的用戶時，對該廣告是否仍會持有正面的廣告態度？當消費者為高忠誠度用戶時，比較性廣告是否適用？產品涉入度高低對比較性廣告效果是否產生影響？

　　為探討上述問題，本研究以實驗廣告配合問卷設計的方式探討比較性廣告（包括直接比較與間接比較）與非比較性廣告在廣告溝通效果上的差異，並針對合併子公司是否與母公司為同一品牌進行廣義品牌使用與狹義品牌使用的確認，進一步分析消費者對廣告主的品牌使用（使用者、非使用者）、品牌忠誠度高低以及產品涉入度高低對於不同廣告類型（比較性廣告、非比較性廣告）的廣告溝通效果差異。

　　本研究所得之結論為：（1）比較性廣告的使用會減低消費者的廣告記憶；（2）品牌使用者採用比較性廣告的廣告溝通效果較高，而非品牌使用者採用非比較性廣告的廣告溝通效果較高；（3）高品牌忠誠度者採用非比較性廣告的廣告溝通效果較高，而低品牌忠誠度者採用比較性廣告的廣告溝通效果較高；（4）產品涉入度對不同廣告類型（比較、非比較）之廣告溝通效果無顯著差異。本研究提出之實務建議為：（1）比較性廣告的使用要格外謹慎，尤其對新進業者而言；（2）公司合併的消息要多加宣傳，以強化消費者對品牌的認知（3）面對品牌忠誠度高的消費者，不論是自家公司用戶或是他家公司用戶，都應該避免使用比較性廣告進行促銷。

　　Using comparison advertisings to promote the preferential measure has become a popular advertising strategy on telecommunication industry these years. The advertiser persuades consumers to adopt their preferential measure by comparing the charge between the competitor and the advertiser. But, do comparison advertisings really be suitable to all consumers? Would consumers still have the positive advertising attitude when they are the subscribers of the competitor? Does the comparison advertising be suitable to the consumers with high brand loyalty? Would the product involvement affect the advertising effect of comparison advertisings?

　　To discuss the questions above, this research uses the experimental advertisings and the questionnaire survey to analysis the difference of the advertising effect between the comparison advertising, which is including the direct comparison advertising and the indirect comparison advertising, and the non-comparison advertising. Furthermore, this research analyses the brand usage, the brand loyalty, and the product involvement’s influence to the advertising effect of different types of advertising.

　　There are four conclusions on this research. First, using comparison advertisings will decrease the consumer’s memory of advertising. Second, the brand user will have high communications-effectiveness at comparison advertisings, and the brand nonuser will have high communications- effectiveness at non-comparison advertising. Third, the high brand loyalty consumer will have high communications-effectiveness at the non-comparison advertising, and the low brand loyalty consumer will have high communications-effectiveness at comparison advertisings. Last, the product involvement will not affect the communications-effectiveness of different types of advertising. This research proposes some suggestions. First, It needs to be more careful to use comparison advertisings especially to the new corporations. Second, the news of the mergence between two corporations must propagate more to enhance the consumers’ cognition of the brand. Third, it suggest not to use comparison advertisings on high brand loyalty consumers whatever they are the brand subscribers or the competitor’s subscribers.

【中文部分】
李雅萍（2004），2003年我國家庭資訊通信技術應用概況，資策會電子商務研
究所FIND (ACI-FIND)
陳信宏（2003），「我國電信自由化效益分析」，中華經濟研究院。
陳順宇、鄭碧娥（2002），「實驗設計」，初版，華泰書局。
陳順宇（2003），「多變量分析」，二版，華泰書局。
電信統計資料（2005），交通部電信總局www.dgt.gov.tw。
潤利電子週報（2004），http://www.rainmaker.com.tw，潤利事業有限公司

【英文部分】
Aaker, D. A. (1996), “Measuring brand equity across products and markets,” California Management Review, Vol.38, No.3, 102-120.
Barry, T. E. (1993), “Comparative advertising: What have we learned in two decades?,” Journal of Advertising Research, Vol.33, No.2, 19-30.
Batra, R., and Stephens, D. (1994),” Attitudinal effects of ad-evoked moods and emotions: The moderating role of motivation,” Psychology & Marketing, Vol. 11, No. 3, 199-216.
Belch, G. E. (1981), “An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response
and message acceptance,” Journal of Marketing Research, Vol.18, No.3, 333-350.
Biong, H. (1993),” Satisfaction and loyalty to suppliers within the grocery trade,” European, Vol. 27, No. 7, 21-38
Bowen, L., and Chaffee, S. H. (1973), “Product involvement and pertinent advertising appeals,” unpublished working paper, University of Wisconsin.
Brown, C. M., Homor,P. M., and Inman, J. J. (1998), “A meta-analysis of relationships between ad-evoked feelings and advertising responses,” Journal of Marketing Research, Vol.35, No.1, 114-127.
Burke, R. R., Srull, T. K. (1988), ”Competitive interference and consumer memory for advertising,” Journal of Consumer Research, Vol.15, 55-68.
Celsi, R. L., and Olson, J. C. (1988),” The role of involvement in attention and comprehension processes,”Journal of Consumer Research, Vol. 15, No. 2, 210-224.
Craig, C. S., Sternthal, B., and Leavitt, C. (1976),” Advertising wearout: An experimental analysis,” Journal of Marketing Research, Vol. 13, No. 4, 365-372.
Dianoux, C., and Herrmann, J. L. (2001), ”The influence of comparative advertising on memorization and attitudes: experimentation in the French context,” Recherche et Aoolications en Marketing, Vol.16, No 2,121.
Donthu, N.(1992),”Comparative advertising intensity,” Journal of Advertising Research, Vol. 32, No. 6, 53-59.
--- --- --- (1998),” A cross-country investigation of recall of and attitude toward comparative advertising,” Journal of Advertising, Vol. 27, No. 2, 111-122.
Dunn, M. K., and Barban, A. M. (1974), “Cable television and advertising: An assessment,” Journal of Advertising, Vol.7, No.4, 4-8.
Festinger, L. (1957), “A theory of cognitive dissonance,” Stanford University Press.
Hosseini, H., (1997), “Cognitive Dissonance as a means of explaining economics of irrationality and uncertainty,” Journal of Socio-Economics, Vol 26, No. 2, 181-189.
Kent, R. J. and Allen, C. T. (1994), ”Competitive interference effects in consumer memory for advertising: The role of brand familiarity,” Journal of Marketing, Vol.58, No.3, 97-105.
Kotler, P., (1999), “Marketing Management,”10th ed., New Jersey, Prentice Hall
Lee, J., Lee, J., and Feick, L. (2001), “The impact of switching costs on the consumer satisfaction-loyalty link: mobile phone service in France,” The Journal of Services Marketing, Vol.15, No.1, 35-44.
Mackenzie, S. B., Lutz, R. J., and Belch, G. E. (1986), “The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations,” Journal of Marketing Research, Vol.23, No.2, 130-144.
Mitchell, A. A., and Olson, J. C. (1981), “Are product attribute beliefs the only mediator of advertising effects on brand attitude?,” Journal of Marketing Research, Vol.18, No.3, 318-333.
Murphy, J. H., and Amundsen, M. S. (1981), ”The communications-effectiveness of comparative advertising for a new brand on users of the dominant brand,” Journal of Advertising, Vol.10, No.1, 14-20.
Neese, W. T., and Taylor, R. D. (1994),” Verbal strategies for indirect comparative advertising,” Journal of Advertising Research, Vol. 34, No. 2, 56-70.
Oliver, R. L. (1999), “Whence consumer loyalty?,” Journal of Marketing, Vol.63, 33-45.
Park, C. W., and Young, S. M. (1986), “Consumer response to television commercials: the impact of involvement and background music on brand attitude formation,” Journal of Marketing Research, Vol.23, No.1, 11-25.
Petty, R. E., and Schumann D. (1983),”Central and peripheral routes: The moderating role of involvement,” Journal of Consumer Research, Vol.10, No.2, 135-146.
--- --- --- , and Cacioppo, J. T. (1986), “Central and peripheral routes to persuasion: An individual difference perspective,” Journal of Personality and Social Psychology, Vol.51, No.5, 1032.
Prasad, V. K. (1976),”Communications-effectiveness of comparative advertising: A laboratory analysis,” Journal of Marketing Research, Vol.13, No.2, 128-137.
Preston, I. L. (1982), "The association model of advertising communication
process," Journal of Advertising, Vol. 25, No. 6, 59-62.
Pride, W. M., Lamb, C. W., and Pletcher, B. A. (1979),” The informativeness of comparative advertisements: An empirical investigation,” Journal of Advertising, Vol. 8, No. 2, 29-36.
Ray, M., and Sawyer, A. G. (1971), “A laboratory study for estimating the repetition function for advertising media models,” Journal of Marketing Research, Vol.8, 20-29.
Reed, P. W. (2004), "How advertising works," Marketing Theory, Vol. 4, No. 1-2, 91-112.
Roberts, J. (1973), “Comparative advertising …I’m O.K….You’re not O.K.,” speech delivered to American Association of Advertising Agencies, November 15.
Sawyer, A. (1973), “The effects of repetition of refutational and supportive advertising appeals,” Journal of Marketing Research, Vol.10, 23-33.
Shapiro, S., and Krishnan, H. S. (2001), “Memory-based measures for assessing advertising effects: A comparison of explicit and implicit memory effects,” Journal of Advertising, Vol.30, No.3, 1-13.
Singh, S. N., Rothschild, M. L., and Churchill, G. A. (1988),“ Recognition versus recall as measures of television commercial forgetting,” Journal of Marketing Research, Vol. 25, No. 1, 72-80.
Swayne, L. E., and Stevenson, T. H. (1987), “Comparative advertising in horizontal business publications,” Industrial Marketing Management, Vol.16, No.1, 71-77.
Tellis, G. J. (1988), ”Advertising exposure, loyalty, and brand purchase: a two-stage model of choice,” Journal of Marketing Research, Vol.25, No.2, 134-144.
Thorbjornsen, H., and Supphellen, M. (2004), ”The impact of brand loyalty on website usage,” Journal of Brand Management, Vol.11, No.3, 199-208.
Traylor, M. B., and Joseph, W. B. (1984),” Measuring consumer involvement in products,” Psychology & Marketing, Vol. 1, No. 2, 65-78
Wilkie, W. L., and Farris, P. (1975),”Comparison advertising problems and potential,” Journal of Marketing, Vol.39, 7-15.
Wright,P. T. (1973), “The cognitive processes mediating acceptance of advertising,” Journal of Marketing Research, Vol.10, No.1, 53-62.
Zaichkowsky, J. L. (1985),”Measuring the involvement construct,” Journal of Consumer Research, Vol.12, No.3, 341-352.
Zaichkowsky, J. L. (1994),” The personal involvement inventory: Reduction, revision, and application to advertising,” Journal of Advertising, Vol.23, No.4, 59-70.
Zeithaml, V. A., Berry, L., and Parasuraman, A. (1996),” The behavioral consequences of service quality,” Journal of Marketing, Vol. 60, No. 2, 31-46