面對全球高度化的競爭市場，企業期望以創意取代資本，數位時代開啟新新媒體形式的挑戰，舊有評價廣告創意的模式已經無法適合數位媒體時代所需要的創意評價形式。此外，廣告的訊息內容和觀者的心理認知需求，是影響觀者選擇繼續閱讀、參與廣告或行動決策的關鍵。本研究藉由文獻探討數位廣告媒體特性與影音廣告、創造力、廣告創意與數位廣告創意的意涵與特徵、廣告勸服理論與數位廣告溝通效果，再以質化與量化混合研究方法，進行三個子題的研究。研究子題（壹）建構適合評估數位廣告創意之構面；研究子題（貳）驗證假設模型是否具有確實性與適切性；研究子題（叁）探討影響創意策略與個人認知需求，對數位廣告溝通效果是否具有差異影響。
研究子題（壹）經由因素分析研究結果得出4個構面和15項指標，分別為構面1「擴散性」：包括4項指標分別為原創的、與眾不同的、令人吃驚的、有魅力的和富有想像的；構面2「策略性」：包括4項指標分別為具有改變行為的、有邏輯的、有說服力的和有影響力的；構面3「實效性」：包括3項指標分別為與品牌具有相關性的、與產品有連結的橋樑和具有品牌正面體驗的；構面4「互動」：包括3項指標分別為具有參與的、具有娛樂性的和互動性的。其中「擴散性」與「實效性」為廣告創意的核心構面，而注入「策略性」和「互動性」二項構面才能符合數位廣告創意之評價需求。
研究子題（貳）經由結構方程式檢驗假設模型之模型適配性、信度、效度和各項評估指標，研究結果各項評估指標均符合學者建議之標準門檻，而二階CFA模型適合做為數位廣告創意之評量工具。最後，研究子題（叁）針對年輕族群進行創意品質與認知需求之廣告溝通效果研究，研究結果得出好的廣告創意品質有助於廣告認知、情感、行動與互動之溝通效果；觀者個人認知需求程度不會對廣告溝通效果造成影響，且廣告創意與認知需求也不具交互影響。究其成因，經典廣告理論受到數位時代、人口變化、市場模式和消費者接觸媒體與購買習性等因素開始產生質變，應當深入研究適合新時代的新模式理論。不過受到網友認同屬於值得分享的廣告作品，可以推測廣告內容之創意表現與訊息符碼為廣告設計團隊經過精心策畫，有觀賞之價值。

The digital age is facing a new media challenge since more companies expect to replace capital with creativity in the global competitive market. The old model of evaluating advertising creativity is no longer suitable for the digital age. In addition, advertising content and audience’ cognitive needs play the key role in their choice of continuing reading, participating in advertising and making decisions. According to the literature review, this paper is going to explore: media characteristics of digital advertising, Video advertising, Creativity, Meaning and characteristics of advertising creativity and digital advertising creativity, Advertising persuasion and digital advertising communication effect. Then, based on qualitative and quantitative research, the paper is to proceed with 3 subtopics research. Subtopic 1: An Assessment System on the Creativity of Digital Advertising Design: Evaluation Dimensions and Criteria; Subtopic 2: Evaluation of Digital Advertising Creativeness – A Study of Constructs and Indicator Verification; Subtopic 3: to explore the difference between creative strategies and personal cognitive needs in digital advertising communication.
Based on factor analysis, the outcome of the research subtopic 1 can be structured into 4 dimensions and 15 criteria. The first dimension is “divergence”, associated with 5 evaluation criteria: “original, “unique”, “startling”, “attractive”, and “imaginative”. The second dimension is “strategy”, including 4 criteria: “change behavior”, “logic”, “persuasive”, and “affect”. The third dimension is “utility”, along with 3 evaluation criteria: “relevance”, “connection”, and “experience”. The fourth dimension is “interaction”, “engagement”, “entertainment”, and “interaction” were included. “Divergence” and “utility” is considered as the core factors on assessing the creativity. With the addition of “strategy” and “interaction”, it can manage to the creativity evaluation on digital advertising design so as to meet its requirements closer towards perfection.
Based on the verification of structural equation of adaptability, reliability, validity and evaluation index, the outcome of the research subtopic 2 shows all evaluation index meet the standard suggested by the scholars, and the second-order CFA model is superior to the first-order CFA model. The second-order CFA model passes the advertising creativeness evaluation of goodness-of-fit, reliability and validity testing. Finally, the research subtopic 3 targeting on the young people is conducted on the advertising communication effect of the creative quality and cognitive needs, showing that good advertising creative quality is conducive to advertising cognition, emotion, action and interaction. The audience's personal cognitive needs do not affect advertising communication effect. And the advertising creativity and cognitive needs are not interacted to each other. The classic advertising theory is no longer fitted the changes of digital age, population, market, consumer’s way to contact media and buying behavior. It’s necessary to study a new model theory for the new age. However, the advertising recognized by Netizen is still worthy of sharing, which can be inferred that the creative expression and advertising content are well designed.

參考文獻
方菁容、鄧成連、衛萬里（2016）。建構數位廣告設計創意評價之構面與準則，設計學報，21（1），1-18。
王保進（2004）。多變量分析：套裝程式與資料分析。台北：高等教育出版。
台北市數位行銷經營協會（2017）。2016年台灣數位廣告量統計報告，取自：http://www.dma.org.tw/trend/2。
吳明隆（2009）。結構方程模式AMOS的操作與應用（第二版）。台北：五南。
宋曜廷、潘佩妤（2010）。混合研究應用於教育。97教育科學研究期刊，55（4），97-130。
李永清（譯）（2000）。如何製作有效的平面廣告（原作者：山田理英）。台北：滾石文化。（原著出版年：1999）。
李奧貝納股份有限公司（譯）（2000）。百感交集：廣告大師李奧貝納的100名言（原作者：Leo Burnett）。台北市：滾石文化。（原著出版年：1995）。
林友琴（2015，4月9日）。創意與代理商該做哪些改變？創意如何被解放？動腦新聞。取自：http://www.brain.com.tw。
林秀雲（譯）（2013）。社會科學研究方法（原作者：Babbie, Earl, The Practice of Social Research. 13th edition.）。台北市：雙葉書廊。
林育如（譯）（2012）。研究方法五十個關鍵概念（原作者：Payne, G. & Payne, J.）。新北市：韋伯文化國際出版。（原著出版年：2004）。
林品章（2008）。方法論：解決問題的思考方法。台南市永康市：基礎造型學會。
林品章、楊朝明（2008）。雙關修辭的廣告形式與認知風格對廣告效果的影響。設計學報，13（2），31-50。
林建睿、林慧君（2014）。網路行銷。新北市：博碩文化。
林清山（2013）。多變項分析統計法。台北市：東華圖書。
邱皓政（2004）。結構方程模式LISREL的理論、技術與應用。台北：雙葉書廊。
邱皓政（2010）。量化研究與統計分析（第五版）。台北：五南。
長尾啟樹（2014，8月）。只有行動，才有愛！。演講發表於 Digital Love TIDAF台北國際數位廣告節，世貿台北國際會議中心，台北市，台灣。
美通社（2014）。Millward Brown AdReaction 研究強調品牌應更注重跨螢幕行銷策略之整合，取自：http://hk.prnasia.com/story/103525-2.shtml。
高野文隆（2014，8月）。OLD DAYS→NEW DAYS。演講發表於 Digital Love TIDAF台北國際數位廣告節，世貿台北國際會議中心，台北市，台灣。
動腦新聞（2015）。抓得住你的社群影音廣告，2015-08-20，取自於： http://www.brain.com.tw/news/articlecontent?ID=22241#hkGhoakA
域動行銷（2015）。猜猜看!台灣民眾觀看影音廣告的專注力是幾秒?聯合新聞網。取自：https://udn.com/news/story/7088/738181。
張宇樑、吳樎椒（譯）（2007）。研究設計質化、量化及混合方法取向（原作者：Creswell, J. W.）。台北市：學富文化（原著出版年：2004）。
梁任瑋（2016）。肉燥麵+微電影這味奪廣告奧斯卡。今周刊，1023期。取自於: http://www.businesstoday.com.tw/article-content。
許晉福（譯）（2009）。創意的生成 : 廣告大師私家傳授的創意啟蒙書（原著：James Webb Young）。台北：經濟新潮社。（原著出版年：2003）。
許景泰（2009）。網路影音行銷：2.0殺手級行銷應用。取自：http://hsinchu.taiwantrade.com/download?id=4bc252872501d4040125052936330009。
郭秋永（2010）。社會科學方法論。台北市：五南圖書。
郭貞（2015）。Web 2.0 時代台灣消費者購物模式的轉變：檢驗AISAS 網路消費模式。中華傳播學刊，27，139-165。
陳文玲（2000）。多洛希亞之旅：廣告人vs.創造力。廣告學研究，15，139-160。
陳正昌（2013）。SPSS與統計分析。台北：五南。
陳君毅（2017）。2017第三季最成功Youtube廣告：Toyota、麥香、7-11創意噴發你看過幾支?科技報橘，取自：https://buzzorange.com/techorange/2017/10/26/2017-q3-youtube-google/。
陳俊廷（2018）。當全球有50%數位廣告無效！行動世界的廣告新標準：可視度。數位時代。取自：https://www.bnext.com.tw/article/48889/mobile-ad-viewability-banner
陳映竹（2012）。微電影發展現況及商業模式分析。產業情報研究所。取自：https://mic.iii.org.tw/aisp/FreeS.aspx?id=2998
陳凌（2005）。說服傳播過程和實踐。台北：五南圖書出版公司
陳清河、劉立行、蔡念中（1996）。電視節目製作，台北：五南圖書。
創市際市場研究顧問（2016）。台灣網友的影音網站使用調查：創市際調查報告，2016/09/24，取自：https://rocket.cafe/talks/79419。
彭子珊（2018）。創意不能當飯吃!數位廣告如何有話題，也有業績?天下雜誌，641期。取自於：https://www.cw.com.tw/article/article.action?id=5087896。
彭台光、高月慈、林鉦（2006）。管理研究中的共同方法變異：問題本質、影響、測試和補救。管理學報，23（1），77-98。
智庫百科（2016）。AISAS模式。取自：http://wiki.mbalib.com/zh-tw/AISAS%E6%A8%A1%E5%BC%8F。
曾建薰、羅紹麟（2006）。遊客滿意度驗證性因素分析及其模式修正之研究 －以惠蓀林場森林遊樂區為例。林業研究季刊，28（4），77-86。
楊朝明、周郁軒（2013）。不同認知需求層級與雙關修辭品質對於平面廣告記憶的影響。設計學報，18（1），1-24。
楊路（譯）（2013）。為真實世界設計-人類生態與社會變遷（原作者：V. Papanek ）。臺北：五南。（原著出版年：1985）。
楊爾寧（譯）（2015）。Playground數位行銷遊戲：終結就廣告時代改變世界的10個行銷關鍵字+80個big idea（原作者：金弘卓）。台北：創意市集、城邦文化。（原著出版年：2014）。
榮泰生（2014）。圖解網路行銷。台北：五南圖書。
維基百科（2014）。數位。取自：http://www.wiki.com。
劉文良（2014）。電子商務與網路行銷（第五版）。台北：碁峰。
劉盈君（譯）（2017）。行銷4.0心虛實融合時代贏得顧客的全思維（原作者：Philip Kolter, Hermanwan Kartajaya & Iwan Setiawan）。台北市：天下文化。（原著出版年：2017）。
鄭自隆（2014）。傳播研究與效果評估。台北：五南圖書。
韓乾（2008）。研究方法原理：論文寫作的邏輯思維。台北市：五南圖書。
顏理謙（2017）。什麼才是有效的影音廣告?GOOGLE：觀看次數與長度不該是KPI。數位時代，取自：https://www.bnext.com.tw/article/45953/5-charts-tell-the-new-weapon-for-digital-marketing-video-ad。
魏鏞（1974）。社會科學的性質及發展趨勢。台北市：台灣商務印。

Aaker, D., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22, 22–34.
Aitchison, J. (2004). Cutting Edge Advertising II (v. 2): How to Create the World's Best for Brands in the 21st Century. California: Prentice Hall.
Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
Anderson, K. (1971). Persuasion: Theory and Practice. Boston: Ally & Bacon.
Andrews, J. C., Durvasula, S., & Akher, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19(4), 27-40.
Ang, S. H., & Low, S. Y. M. (2000). Exploring the Dimension of Ad Creativity. Psychology and Marketing, 17(10), 835-854.
Ang, S. H., Lee, Y. H., & Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-32.
Araujo, T., & Neijens, P. C. (2012). Friend Me: Which Factors Influence Top Global Brands Participation in Social Network Sites. Internet Research, 22(5), 626-640.
Araujo, T., Neijens, P., & Vliegenthart, R. (2015). What motivates consumers to re-tweet brand content? The impact of information, emotion, and traceability on pass-along behavior. Journal of Advertising Research, 55(3), 284-295.
Arens, W. F., Weigold, M. F. & Arens C. (2013). Contemporary advertising and integrated marketing communications. Fourteenth edition. McGRAW-HILL International Edition.
Arrindell, W. A., & van der Ende, J. (1985). An Empirical-Test of the Utility of the Observations to-Variables Ratio in Factor and Components Analysis. Applied Psychological Measurement, 9(2), 165- 178.
Ashley C. & Tuten T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology and Marketing, 32(1), 15–27.
Audrey, B. (2006). Design studies: Theory and research in graphic design (p.161). New York, NY: Princeton Architectural Press.
Bailey, K. D., (2007). Methods of Social Research, 4th Edition. NY: Free Press.
Baldwin, M. W., Keelan, J. P. R., Fehr, B., Enns, V. & Koh-Rangarajoo, E. (1996). Social cognitive conceptualization of attachment styles: Availability and accessibility effects. Journal of Personality and Social Psychology, 71 (1) , 94-109.
Barron, F. (1988). The Nature of Creativity, In Robert, J. S., Putting Creativity to Work (pp.76-98).Cambridge: Cambridge University Press.
Barry, T. E., & Howard, D. J. (1990). A review and critique of the hierarchy of effects in advertising. International Journal of Advertising, 9 (2), 121-135.
Beard, F. (2002). Peer Evaluation and Readership of Influential Contributions to the Advertising Literature. Journal of Advertising 31(4), 65–75.
Belch, G. E. & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective (Irwin Marketing) 11th edition, McGraw-Hill.
Bell, J. A. (1992). Creativity, TV Commercial Popularity and Advertising Expenditures. International Journal of Advertising, 11(2), 165-183.
Bennet, A. (2006). Design studies : Theory and research in graphic design. Princeton 1usian Perspective. Journal of Advertising, 15(4), 43-50
Brain.com（2014）。YouTube熱門廣告影片透漏哪三大影音行銷趨勢。動腦行銷創意，2014/05/12，取自：http://www.brain.com.tw/news/articlecontent?ID=20145。
Brown, M. R., Bhadury, R. K., & Pope, N. K. (2010). The Impact of Comedic Violence on Viral Advertising Effectiveness. Journal of Advertising, 39(1), 49-65
Browne, M. W. & Cudeck, R. (1993). Alternative ways of assessing model fit. In Bollen, K. A. & Long, J.S. Eds. Testing structural equation models. Newbury Park, CA: Sage, 136-162.
Burgoon, M. (1989). Messages and persuasive effects, Message Effects in Communication Science, 129-159, Newbury Park, CA: Sage.
Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116-113.
Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of Personality and Social Psychology, 48(3), 306-307.
Campbell, E. (2011). Evidence proves the future is now: Why great creative needs great research. Journal of Advertising Research, March, 222-223.
Chen, F., Curran, P. J., Bollen, K. A., Kirby, J., & Paxton, P. (2008). An empirical evaluation of the use of fixed cutoff points in RMSEA test statistic in structural equation models. Sociological Methods & Research, 36, 462-494.
Cohen, A. R., Stotland, E., & Wolfe, D. M. (1955). An experimental investigation of need for cognition. Journal of Abnormal and Social Psychology, 51, 291-294.
Creative Social (2012）。數位廣告：過去、現在、未來（Digital Advertising：Past, Present, and Future）（賴治怡譯）。新北市：小魚廣告網工作室。（原作2010年出版）。
del Río, J. (2007). Research in advertising creativity in the Journal of Advertising (1972-2006). Paper presented at the 1st European Foundation for Commercial. Communications Education (EFCCE), Brussels Belgium. Retrieved from: http://www.eacaeducation.eu/download/pdf/Jorge_Perez.pdf.
Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36 (5), 21-35.
Eckler, P. & Bolls, P. (2011). Spreading the virus emotional tone of viral advertising and its effect on forwarding intention and attitudes. Journal of Interactive Advertising, 11(2), 1‐11.
Edelman, D. & Singer, M. (2015). The new consumer decision journey. Retrieved from: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey.
El-Murad, J., & West, D. C. (2004). The definition and measurement of creativity: What do we know? Journal of Advertising Research, 44(2), 188-201.
Feed Company (2008). Viral Video Marketing Survey: The Agency Perspective. Los Angeles: Feed Company.
Fiandaca, D.（2012）。未來廣告公司。摘自D. Fiandaca 及 P. Byrgoyne（編）賴治怡（譯），數位廣告：過去、現在、未來（頁217-241）。新北市：小魚廣告網工作室（原著2010出版）。
Fiske, J. (1990). Introduction to Communication Studies. Second edition, Routledge.
Flandin, M. P., Martin, E., & Simkin, L. P. (1992). Advertising effectiveness research. International Journal of Advertising, 11(3), 203-214.
Fotheringham, W. (1996). Perspectives in persuasion. Boston: Allyn & Bacon.
Frazer, C. (1983). Creative strategy: A management perspective. Journal of Advertising, 12(1), 36-41.
Gemser, G., & Wijnberg, N. M. (2002). The economic significance of industrial design awards: A conceptual framework. Design Management Journal, 1(2), 61-71.
Golden, J. L., Berquist, G. F., & Coleman, W. E. (1976). The rhetoric of Western thought. Dubuque, IA: Kendall/Hunt.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality Ads. Marketing Science, 18(3), 333-351.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 2-14.
Hawkins, D. T. (1994). Electronic advertising on online information systems. Online, 18(2), 26-39.
Hoffman, D. L., Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(July), 50-68.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Johar, J. S., & Sirgy, J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20, 23–33.
Kantar Media. (2012, March 12). Kantar media reports U.S. advertising expenditures increased 0.8 percent in 2011. New York, NY.
Kelly, T., & Kelly, D. (2013). Creative Confidence: Unleashing the Creative Potential Within Us All, Crown Business.
Kerr, G., Schultz, D. E., Kitchen, P. J., Mulhern, F. J., Beede P. (2015). Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model. Journal of Advertising Research, 55(4), 1-11.
Kilgour, M., Sasser, S., & Koslow, S. (2013). Creativity Awards: Great Expectations? Creativity Research Journal, 25(2), 163-171.
Kitchen, P. J., Kerr, G., Schultz D., McColl, R. R., & Pals, H. (2014). The Elaboration Likelihood Model: Review, Critique and Research Agenda. European Journal of Marketing, 48(11-12), 2033–2050.
Klebba, J. M., & Tierney, P. (1995). Advertising Creativity: A review and Empirical Investigation of External Evaluation, Cognitive Style and Self-Perceptions of Creativity. Journal of Current Issues & Research in Advertising, 17(2), 33.
Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press.
Koslow, S., Sasser, S. L., & Riordan, E. A. (2003). What Is Creative to Whom and Why? Perceptions in Advertising Agencies. Journal of Advertising Research, 43, March, 96-110.
Koslow, S., Sasser, S. L., & Riordan, E. A. (2006). Do Marketers Get the Advertising They Need or the Advertising They Deserve? Agency Views of How Clients Influence Creativity. Journal of Advertising, 35(3), 81-101.
Kover, A. J., Goldenberg, S. M., & James, W. L. (1995). Creativity vs. effectiveness? An integrative classification for advertising. Journal of Advertising Research, 35(6), 29-38.
Krippendorff, K. (2012). Content analysis an introduction to it’s methodology, 3RD edition, SAGE Publications, Inc..
Laskey, H. A., Day, E., & Crask, M. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18, 36–41.
Lavidge, R., & Steiner, G. (1961). A model for predictive measurements of advertising. Journal of Marketing, 25(6), 59-62.
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.
Lindgreen, Adam & Vanhamme, Joelle (2005). Viral Marketing: The Use of Surprise, in Advances in Electronic Marketing, Irvine Clarke and Theresa B. Flaherty, eds., Hershey, PA: Idea Group Publishing, 122-38.
MacCallum, R. C., Widaman, K. F., Zhang, S. B., & Hong, S. H. (1999). Sample size in factor analysis. Psychological Methods, 4(1), 84-99.
Marsh. H. W., & Hovecar D. (1985). Application of confirmatory factor analysis to the study of self-concept: First and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562-582.
McCauley, E., & Donofrio, T. (2014). Apparatus, System and Methods for Stimulating and Securing Retail Transactions. Patent Application Publication, 43, 783–791.
McCullagh, K. (2010). Is It Time to Rethink the T-Shaped Designer? Core 77, SEP 24, Retrieved from : http://codex.core77.com/users/Kevin-McCullagh.
McDonald, R. P., & Ho, M. R. (2002). Principles and practice in reporting structural equation analysis. Psychological Methods, 7, 64-82.
McGuire, W. J. (1986). The Myth of Massive Media Impact: Savagings and Salvagings, in G. Comstock ed., Public Communication and Behavior. New York: Academic Press.
McQuarrie E. F., & Mick, D. G. (1992). On resonance: A critical pluralistic inquiry into advertising rhetoric. The Journal of Consumer Research, 19(2), 180-197.
McStay, A. (2013). Creativity and advertising: Affect, events and process. New York, NY: Routledge.
Miller, G. R. (1980). On being persuaded: Some basic distinctions. In M. E. Roloff & G. R. Miller (Eds.). Persuasion: New directions in theory and research, 11-28. Beverly Hills, CA:Sage.
Mishra, P., Henriksen, D., & the Deep-play Research Group (2013). A new approach to defining and measuring creativity: Rethinking technology & creativity in the 21st century. TechTrends: Linking Research & Practice to Improve Learning, 57(5), 10-13.
Moriarty, S., Mitchell, N. & Wells, W. D. (2011). Advertising & IMC principles and practice.9th edition. New Jersey: Pearson Education Inc..
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising, 30(1), 13-46.
Murad, E. J. & West, C. D. (2004). The Definition and Measurement of Creativity: What Do We Know? Journal of Advertising Research, 44(2), 188-201.
Norman, D. (2010). Why Design Education Must Change. Core 77, 26, Retrieved from: http://www.core77.com/posts/17993/why-design-education-must-change-17993
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.
O’Keffee, D. J. (1990). Persuasion: Theory and research. Newbury Park, CA: Sage.
Ogilvy, D. (1983). Ogilvy on Advertising. New York: Crown.
Petty, R. E., & Cacioppo J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer.
Phelps, J. E., Lewis, R., Mobilio, L., Perry, D. & Raman, N. (2004). Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass A long Email. Journal of Advertising Research, 44(4), 333-48.
Pick, D. F., Sweeney J., & Clay, J. A. (1991). Creative advertising and the Von Restorff effect. Psychological Reports, 69 (3), 923-926.
Pieters, R., Warlop L., & Wedel, M. (2002). Breaking through the cluster: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765-781.
Podsakoff PM, MacKenzie SB, Lee J-Y, Podsakoff NP. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903.
Polonsky, M. J., & Waller, D. S. (1995). Does winning advertising awards pay? The australian experience. Journal of Advertising Research, January/February, 25-35.
Reid, L.N., & Moriarty, S. E., (1983). Ideation: A Review of Research. Current Issues and Research in Advertising, 1, 119-134.
Reinartz, W. & Saffert P. (2013). Creativity in Advertising: When It Works and When It Doesn’t. Harvard Business review, June, Retrieved from: https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
Sandoz, A.（2012）。小就是美：好的數位整合以及Big Idea之終結（賴治怡譯）。 數位廣告：過去、現在、未來（頁69-78），新北市：小魚廣告網工作室。（原作2010年出版）。
Sheinin, D., Varki, S., & Ashley, C. (2011). The differential effect of ad novelty and message usefulness on brand judgments. Journal of Advertising, 40(1), 5-17.
Simon, J.L. (1971). The Management of Advertising. Englewood Cliffs, NJ: Prentice-Hall.
Simonton, K. D. (1999). Creativity from a Historiometric Perspective In Sternberg, R. J. ed, Handbook of Creativity (116-133). Cambridge: Cambridge University press.
Smith, M. J. (1982). Persuasion and human actions: A review and critique of social influence theories. Belmont, CA: Wadsworth.
Smith, R. E., & Yang, X. (2004). Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1/2), 29-55.
Smith, R. E., Chen, J., & Yang, X. (2008). The impact of advertising creativity on the hierarchy of effects. Journal of Advertising, 37(4), 47-61.
Smith, R. E., MacKenzie, S. B., Yang, X., Brchholz, L. M., & Darley, W. K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819-833.
Southgate, D., Westoby, N. & Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3), 349-368.
Sternberg, R. J. & Davidson, EDS. (1995). The Nature of Insight. Cambridge. MA: MIT Press.
Sternberg, R. J. & Lubart, T. I. (1999). An Investment Theory of Creativity and Its Development. Human Development, 34, 1-32.
Stewart, D. W., & Furse D. H. (2000). Analysis of the impact of executional factors on advertising performance. Journal of Advertising Research, 40(6), 85-88.
Stiff, J. B. (1994). Persuasive communication. New York: Guilford.
Strauss, J., & Frost, R.（2010）。網路行銷概論五版（E-marketing 5th Edition）（洪慧芳譯）。台北市：華泰。（原作2009年出版）。
Stuhlfaut, M. W., & Yoo, C. Y. (2013). A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners. Journal of Marketing Communications, 19(2), 81-97.
Tashakkori, A. M. & Teddlie, C. B. (1998). Mixed methodology: combining qualitative and quantitative approaches. Thousand Oaks, CA: Sage
Taylor, R. E. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39, 7-17
TechNew（2017）。Google公布2017台灣中小企業網路行銷行為分析報告，2017.07.28。取自：http://www.technews.tw。
Till, B. D., & Baack, D. W. (2005). Recall and persuasion: Does creative advertising matter? Journal of Advertising, 34(3), 47-57.
Tippins, M. J. & Kunkel, R. A. (2006). Winning a Clio advertising award and its relationship to firm profitability. Journal of Marketing Communications, 12(1), 1–14.
Torrance, E. P. (1987). Using the Torrance test of creative thinking to guide the teaching of creative behavior. Bensenville, IL: Scholastic Testing Service.
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26(1), 57-63.
Waarde, K. V. D. & Vroombout, M. (2012). Communication design education: could nine reflections be sufficient? Visible Language, 46(1/2), 20-35.
West, D. C., (1999). 360 of Creative Risk. Journal of Advertising Research, 39(1), 39-50.
White, A., & Smith, B. L. (2001). Assessing advertising creativity using the creative product semantic scale. Journal of Advertising Research, 41(6), 27-34.
Yang, H. C. & Wang, Y. (2015). Social sharing of online videos: examining American consumers' video sharing attitudes, intent, and behavior. Psychology & Marketing, 32(9), 907-919.
Zeff, R. L. & Aronson, B. (1999). Advertising on the internet. New York, NY: Wiley Computer Publishing.