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研究生:羅元廷
研究生(外文):LO, YUAN-TING
論文名稱:性訴求類型、模特兒外表吸引力對Instagram廣告效果之影響研究-以流行涉入度為調節變項
論文名稱(外文):The Influence of the Sex Appeals and the Impact of Physical Attractiveness of Models on Advertising Effects of Instagram-the Moderating Role of Fashion Involvement
指導教授:卓峯志
指導教授(外文):CHO, FENG-CHIH
口試委員:許安琪黃振家
口試委員(外文):HSU, AN-CHIHUANG, JENN-JIA
口試日期:2017-07-13
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所碩士班
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:117
中文關鍵詞:外表吸引力性訴求類型流行涉入度廣告效果模特兒
外文關鍵詞:physical attractivenesssex appealsfashion involvementadvertising effectsmodelsInstagram
相關次數:
  • 被引用被引用:3
  • 點閱點閱:430
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  • 下載下載:44
  • 收藏至我的研究室書目清單書目收藏:3
圖片社交平台 Instagram 持續的優化,已成為流行服飾品牌重要的行銷場域,本研究意欲探討品牌設計的網路廣告,應當使用何種性訴求類型與如何操作模特兒的外表吸引力,始能於新興圖片社交平台獲取更佳的廣告溝通效果,而其中消費者個人的流行涉入度是否會起到調節作用。
研究結果顯示,性訴求類型對廣告溝通效果並無顯著影響;具有高度外表吸引力的模特兒,能取得更好的廣告態度;此外性訴求類型與模特兒外表吸引力類型在廣告態度上存在交錯效果,並且裸露性訴求結合美貌模特兒之廣告態度最佳;流行涉入度對性訴求類型之於廣告效果的影響具有調節作用,高流行涉入度會增強裸露性訴求的廣告效果;且流行涉入度亦對模特兒外表吸引力類型之於廣告效果的影響具有調節作用,高流行涉入度會增強高度外表吸引力模特兒的廣告效果。

As the image-driven social sharing platform "Instagram" turns to be an essential marketing tool for trendy clothes brand, here to conduct a research about the marketing strategy of using digital banner ad material with sexual strategy such as : the appearance of shooting model might have better communication among core targets. Noted that the behavior of consumer's trendy-involvement might affect the consequences.

The research shows that sexual-related ad type has no obvious affect for communicating with users; for highly attractive appearance model, can always gain better advertising attitude. Besides, there's mixed effect between sexual-related and highly attractive model ad type which shows naked/sexual with good appearance model has the best advertising attitude.

Trendy-involvement has certain affection of the sexual-oriented advertising. High involvement might amplify the effect of naked/sexual - oriented advertising; also, it also affects the advertising of models' appearance. The higher involvement users will enhance the advertising effect of highly attractive appearance model.

碩士論文摘要 I
中文摘要 II
英文摘要 III
誌謝 IV
目錄 VI
表目錄 VIII
圖目錄 X

目錄
第一章 緒論 1
  第一節 研究背景 1
  第二節 研究動機 5
  第三節 研究目的與研究問題 7
第二章 文獻探討 8
  第一節 社群網站上的圖片社交 8
  第二節 裸露性訴求 13
  第三節 外表吸引力 23
  第四節 流行涉入度 30
  第五節 廣告效果 37
第三章 研究方法 43
  第一節 研究架構 43
  第二節 研究假設 44
  第三節 研究設計 46
  第四節 研究變項之操作型定義與衡量構面 50
  第五節 前測 53
第四章 研究結果 66
  第一節 受試者描述 66
  第二節 信度檢定 68
  第三節 因素分析 69
  第四節 自變項與依變項之研究假設檢定 71
  第五節 研究假設檢定結果整理 80
第五章 結論與建議 82
  第一節 研究結論 82
  第二節 實務建議 86
  第三節 研究限制與未來研究方向 88
参考文獻 91
  中文文獻 91
  英文文獻 94
附錄 正式問卷 113

表目錄
表1:裸露程度彙整 20
表2:研究假設整理 45
表3:實驗情境分組示意圖 47
表4:問卷題項分佈 50
表5:廣告態度的衡量 51
表6:品牌態度的衡量 52
表7:購買意圖的衡量 52
表8:流行涉入度的衡量 53
表9:虛擬品牌及 Instagram 頁面 55
表10:四組虛擬品牌之平均得分 57
表11:「有裸露」組的裸露程度前測圖片 58
表12:「無裸露」組的裸露程度前測圖片 59
表13:「模特兒外表吸引力」組前測圖片 60
表14:「有裸露」組圖片之平均得分 61
表15:「有裸露」組圖一與圖二的成對樣本t檢定 62
表16:「無裸露」組圖片之平均得分 62
表17:六名模特兒外表吸引力之平均得分 63
表18:模特兒A、C與模特兒B、D的成對樣本t檢定 63
表19:前測問卷量表之信度檢定結果 65
表20:受試者性別及年齡分布 67
表21:受試者之每月平均花費與購物習慣 67
表22:各組實驗情境的樣本情況 68
表23:基本人口變項ANOVA變異數分析 68
表24:問卷量表之信度檢定結果 69
表25:因素分析之檢定結果 70
表26:性訴求類型與廣告溝通效果關係之獨立樣本t檢定結果 72
表27:模特兒外表吸引力類型與廣告溝通效果關係之獨立樣本t檢定結果 73
表28:裸露性訴求類型與模特兒外表吸引力類型交錯效果雙因子變異數分析-廣告態度 74
表29:裸露性訴求類型與模特兒外表吸引力類型交錯效果之單純主效果檢定-廣告態度 75
表30:裸露性訴求類型與模特兒外表吸引力類型交錯效果雙因子變異數分析-品牌態度 75
表31:裸露性訴求類型與模特兒外表吸引力類型交錯效果雙因子變異數分析-購買意圖 76
表32:流行涉入度的調節效果迴歸分析-裸露性訴求類型 79
表33:流行涉入度的調節效果迴歸分析-外表吸引力類型 80
表34:研究假設檢定結果整理表 81

圖目錄
圖1:全球前十名社交型 App 2
圖2:全球使用率最高的 App 排行榜 3
圖3:用戶使用App搜尋產品、品牌比例圖 4
圖4:本研究架構圖 44
圖5:裸露性訴求類型與模特兒外表吸引力類型交錯效果-廣告度 74
圖6:裸露性訴求類型與模特兒外表吸引力類型交錯效果-品牌度 76
圖7:裸露性訴求類型與模特兒外表吸引力類型交錯效果-購買圖 77
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