臺灣博碩士論文加值系統

長久以來，台灣汽車市場由於受地形與人口密度的限制，中小型轎車一直是市場的天下，不似幅員廣大的美國，由體積大、乘座舒適的休旅車為暢銷車型的主流盟主。但是，自從我國仿效歐美開始推行週休二日制度後，原本乏人問津的大型休旅車隨著休閒概念的興盛而逐漸受到國人青睞。企業若要在這競爭的新興市場中脫穎而出，不能再只藉由傳統的觀念與行銷手法。其中電視廣告則是在休旅車銷售手法中一項功不可沒的功臣。然而，每一個廣告訴求皆代表著一個吸引力，吸引消費者產生意欲，究竟什麼樣的廣告訴求較吸引消費大眾?什麼樣的廣告訴求會引發購買意願?此乃廣告實務工作者與學者們最有興趣研究的主題。因此，本研究希望從消費者的角度探討廣告訊息訴求對於廣告效果之影響。研究目的如下：一、 針對休旅車市場，比較探討不同電視廣告訊息訴求(理性、感性訴求二種)其廣告效果的影響是否有其差異。二、 針對休旅車市場，比較探討其電視廣告效果(廣告態度、產品態度及購買意願)間的影響關係路徑為何。本研究藉文獻探討彙整各觀點廣告效果溝通模式，一方面建構廣告訴求與廣告效果模式研究架構，以做為實證研究之分析；另一方面設計問卷，透過與消費者訪談進行資料蒐集，最後與個案汽車廠商進行訪談，結合實務廣告操作經驗，以獲致本研究之結論與建議。研究架構主要修正於廣告中介模式中之雙重仲介假說，共蒐集318之有效問卷，經由SAS套裝軟體進行統計分析，運用LISERAL統計模式進行廣告效果等相關變數之分析，其他運用之統計方法包括1-WAY MANOVA…等。主要研究發現可以下列兩點說明：一、 廣告訊息訴求與廣告效果在休旅車電視廣告中，當消費者接受愈高之感性廣告訊息訴求，則有愈高之廣告態度與產品態度。另外，消費者不會認為藉由廣告訊息訴求的呈現而影響其對於休旅車之直接購買意願。二、 提出休旅車電視廣告之廣告態度、產品態度與購買意願關係模式在休旅車電視廣告中，廣告效果中之廣告態度不會直接對產品態度影響，產品態度與購買意願為正向影響關係。三、 建立區隔目標市場若是針對多人乘座之休旅車則應以理性廣告訴求為主要廣告訊息訴求方式，強調商品本特色能符合多人家庭需求，進而滿足其產品態度，提高購買意願；若是以5人新關係為主要訴求車款，則可以強調產品之感性訴求面，滿足產品態度，進而提高購買意願。四、 個案檢視分析在FORD ESCAPE爬牆篇、Honda New CR-V上市篇及Mitsubishi Savrin 信任的幸福篇三種不同汽車廣告中，經由實證分析可得知，消費者一致認為此三個個案廣告皆較偏向感性訴求屬性，此一結果與廣告主所欲表達之訴求概念相輔合。其中又以Mitsubishi Savrin 信任的幸福篇及FORD ESCAPE爬牆篇感性訴求程度最高。在廣告態度方面則以Mitsubishi Savrin 信任的幸福篇最偏向高廣告態度表現結果。

Since the Taiwan automobile market are restricted by the local geography and density of population, small and medium size of vehicles are always the most popular one in the market. Unlike a broad country, United States, comfortable vans with large capacities are their main stream. However, since Taiwan follows European and North American countries starting to carry out the system of “Saturday off Every Two week”, our citizens start to have the concept of relaxation, and because of that, unfashionable vans are getting adopted. If an enterprise wants to become a super star in this whole new trend, they can not use traditional concepts and ways to sell their products. A successful example: TV Commercial. This is one of the best media to sell vans.
Even so, each commercial represents an attraction to attract consumers to purchase, but what kind of commercials is more attracted to our common consumers? and what kind of commercial will bring out consumers’ desire of purchase? These two topics questions are the most interest topics to investigate for commercial workers and scholars. Thus, this investigation results in the consumers’ point of view to discuss the commercial wants to the commercial effects. Purposes are:
1. Aiming the van type automobile market: comparing and discussing the wants of differences messages from TV commercials (sense and sensibility, two types).
2. Aiming the van type automobile market: comparing the results of TV commercials(commercial attitude, product attitude, and desire of purchase).
This investigation uses different documentations to discuss and classify different points of view by different communicated mode from commercial. First, developing investigating structures to for commercial wants and effects and analyzing it; second, design surveys, through conversations with consumers to get datas, and finally interview with each automobile companies.
Majority of investigated structures is to edit the hypothesis of double agents in agent mode in commercial industry. I collected 318 surveys and use the software, SAS to do the statistically analysis, also use LISERAL statistical mode to do the commercial effects and relevant variables analysis, others using 1-WAY MANOVA statistical methods and so on. The major part investigation can be described by following 4 points:
1. Wants of messages from commercials & effects of commercial
During the van commercial, when consumers have higher acceptability of sensible wants of messages from commercials, higher commercial attitue and product attitude occurs. On the other side, wants of messages from commercials will not directly affect the consuemrs’ desire of purchase.
2. Addressing commercial attitude of van TV commercials & product attitude & relationship mode of desire of purchase
During the van TV commercial, effects of commercial in the commercial attitude will not directly affect product attitude and produce positive relationship between product attitude and the desire of purchase
3. Developing target markets by region
If multiple seats of vans commercial tells the messages to audiences in a rational way, this in to stress the characteristics of products are able to satisfy multi-people families’ needs and furthermore, to satisfy the product attitude and increase the desire of purchase; If a model car sells 5 people size, it can stress sensible side of this product and satisfy product attitude and increase the desire of purchase.
4. Special case analysis
In three different automobile commercials, FORD ESCAPE climbing wall series, Honda New CR-V entering market series and Mitsubishi Savrin reliable happiness series, in the results of analysis, I can say consumers have something in common that these three special cases are more trend to sensible demand which it is what commercial wants. Especially, in the case of Mitsubishi Savrin and FORD ESCAPE, their sensible level is much higher. In the commercial attitude side, Mitsubishi Savrin shows much more commercial attitude in the results.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究範圍 5
第五節 研究流程 6
第二章 文獻探討 7
第一節 何謂廣告 7
第二節 廣告效果相關理論 8
第三節 態度理論 18
第四節 廣告訊息訴求 22
第三章 研究設計 27
第一節 觀念性架構 27
第二節 研究假說 29
第三節 資料蒐集 30
第四節 統計方法 35
第四章 實證分析 45
第一節 樣本資料分析 45
第二節 信度與效度檢驗 47
第三節 模式驗證 49
第五節 假說驗證 53
第六節 汽車廣告變數檢定 56
第七節 本章小結 68
第五章 結論 72
第一節 研究發現 72
第二節 策略涵義 75
第三節 研究貢獻 76
第四節 研究限制 77
第五節 後續研究建議 78
參考文獻 79
附錄一 個案訪談 82
個案廣告一：FORD ESCAPE爬牆篇 82
個案廣告二：HONDA NEW CR-V上市篇 85
個案廣告三：MITSUBUSHI SAVRIN 信任的幸福篇 88
附錄二 正式問卷 90

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