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研究生:尤欽賢
研究生(外文):Chin-Hsien Yu
論文名稱:具產品數據訊息之廣告效果─以間接比較廣告為例
論文名稱(外文):The Advertising Effects of Advertisements with Numerical Messages Interpreting Products─a Case Study on the Indirect Comparative Advertisements
指導教授:黃仁宏黃仁宏引用關係
指導教授(外文):Jen-Hung Huang
學位類別:碩士
校院名稱:國立交通大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1999
畢業學年度:87
語文別:中文
論文頁數:78
中文關鍵詞:間接比較性廣告廣告效果數據訊息比較性廣告
外文關鍵詞:indirect comparative advertisementsadvertising effectsnumerical messagescomparative advertisements
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本研究探討具產品數據訊息之比較性廣告的廣告效果,同時亦考量了產品涉入程度與產品品牌強度對廣告效果之影響。在廣告類型方面採取間接比較廣告,以印表機及磁碟片為實驗產品,受測者樣本為台中市三所大學學生。本研究採用2×2×2的因子實驗設計法,並經統計分析方法,獲得下列結果:
1.在低涉入產品之比較性廣告上,具產品數據訊息之比較性廣告其廣告接收者之廣告回憶率低於不具產品數據訊息之比較性廣告。
2.在高涉入產品之比較性廣告上,具產品數據訊息之比較性廣告其廣告接收者之廣告態度高於不具產品數據訊息之比較性廣告。
3.在低品牌強度之比較性廣告上,具產品數據訊息之比較性廣告其廣告接收者之廣告態度及產品態度皆高於不具產品數據訊息之比較性廣告。
4.具產品數據訊息之比較性廣告,其廣告接收者之廣告回憶率低於不具產品數據訊息之比較性廣告。
5.具產品數據訊息之比較性廣告,其廣告接收者之廣告態度、產品態度與購買意願皆高於不具產品數據訊息之比較性廣告。
The main objective of this research attempt to discuss the advertising effects of comparative advertisements with numerical message interpreting products and to realize the advertising effects of those comparative advertisements in different situations of product involvement and brand strength. The research use indirect comparative advertisements. The experimental products are print and disk. The sample is gathered from the students in the three universities located in Tai-Chung. The research utilized a 2×2×2 factorial experimental design. Analyzing the data with statistical method , we got the following conclusions:
1.Among the low involvement product comparative advertisements , advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
2.Among the high involvement product comparative advertisements, advertisement receivers’ advertising attitudes of comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
3. Among the low brand strength product comparative advertisements, advertisement receivers’ advertising attitudes and product attitudes toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
4.Advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message.
5.Advertisement receivers’ advertising attitudes、product attitudes and buying intentions toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
中文摘要Ⅰ
英文摘要Ⅱ
誌謝Ⅲ
目錄Ⅳ
表目錄Ⅶ
圖目錄Ⅸ
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 3
1.3 研究對象及範圍 4
第二章 文獻探討 5
2.1 廣告 5
2.1.1 廣告定義 5
2.1.2廣告效果的衡量 6
2.2 態度10
2.2.1 態度定義10
2.2.2 態度理論11
2.2.3 廣告態度的中介模式12
2.3 涉入15
2.3.1 涉入定義15
2.3.2 影響涉入程度的因素15
2.3.3 涉入程度與消費者行為16
2.3.4 涉入的衡量17
2.4 品牌19
2.4.1 品牌與品牌權益19
2.4.2 品牌與廣告19
2.4.3 品牌權益衡量、品牌強度20
2.5 比較性廣告22
第三章 研究方法24
3.1 研究架構24
3.2 變數之操作性定義與衡量25
3.2.1 自變數之定義25
3.2.2 應變數的操作衡量26
3.3 研究假設27
3.3.1 廣告回憶率27
3.3.2 廣告態度:27
3.3.3 產品態度:28
3.3.4 購買意願:28
3.3.5 人口統計變數:29
3.4 研究設計30
3.4.1 廣告實驗組設計30
3.4.2 實驗產品的選擇30
3.4.3 預試問卷31
3.4.4 產品品牌的選擇33
3.4.5 廣告設計33
3.5 問卷設計37
3.6 資料收集39
3.7 資料處理與分析方法41
3.7.1 資料處理41
3.7.2 資料分析41
3.8 信度與效度42
3.8.1 信度分析42
3.8.2 效度分析43
第四章 資料統計分析45
4.1 廣告回憶率分析45
4.2 廣告態度分析49
4.3 產品態度分析54
4.4 購買意願分析59
4.5 人口統計變數分析62
4.5.1 性別62
4.5.2 教育程度63
4.5.3 就讀學院64
4.5.4 個人每月可支配所得65
4.6 研究假設檢定結果總覽66
4.6.1 廣告回憶率66
4.6.2 廣告態度66
4.6.3 產品態度67
4.6.4 購買意願67
4.6.5 人口統計變數68
第五章 討論、結論與建議69
5.1 討論69
5.1.1 廣告回憶率69
5.1.2 廣告態度69
5.1.3 產品態度70
5.1.4 購買意願70
5.1.5 人口統計變數的影響70
5.2 結論71
5.3 建議72
5.3.1 廣告策略上建議72
5.3.2 研究限制73
5.3.3 後續研究建議73
參考文獻74
附錄A:預試問卷
附錄B:正式問卷與實驗廣告
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