(3.231.29.122) 您好!臺灣時間:2021/02/25 16:46
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:唐雪萍
研究生(外文):Hsueh-Ping Tan
論文名稱:廣告重覆策略對品牌多樣化消費行為之影響
論文名稱(外文):The Effect of the Advertising Repetition Strategy on the Variety-Seeking Behavior of Brand Choice
指導教授:謝安田謝安田引用關係
指導教授(外文):An — Tien Hsieh
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:159
中文關鍵詞:廣告重覆多樣化尋求行為產品涉入程度最適刺激程度
外文關鍵詞:Advertising RepetitionVariety-Seeking BehaviorProduct InvolvementO.S.L.
相關次數:
  • 被引用被引用:3
  • 點閱點閱:246
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
本研究的目的在於探討廣告重覆策略對品牌多樣化之變化尋求行為的影響。以實驗法蒐集驗證假設所需的資料,實驗設計採二因子設計。將自願參與實驗的120位大學生以隨機分派的方式,分配至八個實驗組合。之後,藉由變異數分析來驗證各項研究假設。
實證結果支持假設一與假設二,顯示廣告重覆會減弱受測者在品牌選擇時尋求多樣化的程度,並且改變廣告內容的重覆策略在減弱變化尋求程度的效果大於相同內容的重覆策略。其次,實證結果也顯示在低涉入產品上,不同裝飾特質版本的重覆方式對減弱變化尋求程度的效果大於不同實質特版本的重覆方式;然而在高涉入產品上,上述兩種廣告重覆策略的效果並無顯著差異。最後,研究結果顯示最適刺激程度並無干擾廣告重覆策略與變化尋求行為間的關係。
本研究的結果擴展了品牌多樣化之變化尋求的知識領域,同時也建議行銷人員應了解消費者之變化尋求行為以及可以運用廣告重覆策略來影響變化尋求行為。
The purpose of this study is to find the effect of the advertising repetition strategy on the variety-seeking behavior of brand choice. The empirical data is collected by ex-perimental design. The factorial design (4*2) is used for this experimental design. 120 volunteers are assigned randomly to 8 experimental cells. The ANOVA is used for testing the hypotheses of this research.
The results of this experiment show that the hypothesis 1 and hypothesis 2 are sup-ported. It indicates that the advertising repetition decreases the degree of the variety-seeking. Meanwhile, the effect of the repetition of advertising variation is more signifi-cant than the repetition of the same advertising on variety—seeking behavior. The results also show that the cosmetic variation advertising have greater effect than the substantive variation advertising on decreasing the degree of variety-seeking in low involvement product. However, there is no significant different effect between cosmetic variation and substantive variation in high involvement product. The last, the optimal stimulation level does not moderate the relationship between advertising repetition and variety-seeking.
This research expands the knowledge of the variety-seeking behavior of consumers. It suggests that the marketers should concern the variety-seeking behavior of consumers and use the proper advertising repetition strategies to influence the variety-seeking.
封面
中文摘要
英文摘要
誌謝辭
內容目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景
第二節 研究問題與目的
第三節 研究重要性
第四節 研究架構與研究假設
註 釋
第二章 文獻探討
第一節 廣告重覆策略
第二節 變化尋求之消費行為
第三節 產品涉入
第四節 最適刺激程度
註 釋
第三章 研究方法
第一節 實驗設計
第二節 研究變數的衡量
第三節 實驗旳程序
第四節 分析方法
註 釋
第四章 資料分析結果
第一節 資料初步分析
第二節 變數的操弄檢驗
第三節 隨機分派的檢驗
第四節 假設的驗證
註 釋
第五章 結論與建議
第一節 結論
第二節 建議
第三節 研究限制
註 釋
參考文獻
附錄A 實驗所用問卷
附錄B 實驗所用之廣告版本
一、中文部份
王志剛,謝文雀編譯,消費者行為學,台北:華泰書局,民國84年。
林靈宏,消費者行為學,台北:五南圖書公司,民國83年。
吳青松,現代行銷學-國際性視野,台北:智勝文化事業有限公司,民國87年8月。
黃俊英,行銷研究,台北:華泰書局,民國81年2月。
康必松,「感性廣告對消費者行為之古典制約研究」,國立中山大學企業管理研究所未出版碩士論文,民國80年6月。
楊國樞等編,社會及行為科學研究法,台北:東華書局,民國81年3月。
謝安田,企業研究方法,台北:作者自印,民國72年。
二、英文部份
Assael, Henry, Consumer Behavior and Marketing Action, Boston:Kent Publishing Co.,1987.
Baldinger, Allan L. and Joel Rubinson, "Brand Loyalty: The Link between Attitude and Behavior," Journal of Advertising Research, Vol. 36, (November/December, 1996).
Bamard, Neil and Andrew Ehrenberg, "Advertising: Strongly Persuasive or Nudging?" Journal of Advertising Research, Vol. 37, (January/February, 1997).
Batra, Rajeev and Donald R. Lehmann, and Joanne Burke, and Jae Pae, "When Does Advertising Have An Impact? A Study of Tracking Data," Journal of Advertising Research, Vol. 35, (September/October, 1995).
Bawa, Kapil, “Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior,” Marketing Science, Vol. 9, No. 3, (Summer, 1990).
Berger, Ida E. and Andrew A. Mitchell, “The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-behavior Relationship,” Journal of Consumer Research, Vol. 16 , (December, 1989).
Blair, Margaret, Henderson Rosenberg, and Karl E. "Convergent Findings Increase Our Understanding of How Advertising Works," Journal of Advertising Research, Vol. 34, (May/June, 1994).
Deighton, John, Caroline M. Henderson, and Scott A. Neslin, "The Effects of Advertising on Brand Switching and Repeat Purchasing," Journal of Marketing Research, Vol. 31, (February, 1994).
Dick, Alan S., and Kunal Basu, “Customer Loyalty : Toward an Integrated Conceptual Framework,” Journal of Academy of Marketing Science, Vol. 22 , No. 2, (1994).
D''Souza, Giles and Ram C. Rag, "Can Repeating an Advertisement More Frequently than the Competition Affect Brand Preference in A Mature Market?" Journal of Marketing, Vol. 59, (Aprial, 1995).
Ehrenberg, Andrew, Neil Barnard, and John Scriven, "Differentiation or Salience," Journal of Advertising Research, Vol. 37, (November/December, 1997).
Faison, Edmund W. J., "The Neglected Variety Drive: A Useful Concept for Consumer Research," Journal of Consumer Research, Vol. 4, (December, 1977).
Farr, Andy, and Nigel Hollis, "What Do You Want Your Brand to Be When It Grows up Big and Strong?" Journal of Advertising Research, Vol. 37, (November/December, 1997).
Feinberg, Fred M. and Barbara E Kahn, "Market Share Response When Consumers Seek Variety," Journal of Marketing Research, Vol. 29, (May, 1992).
Gardial, Sarah Fisher, David W Schumann, Ed Jr. Petkus, and Russell Smith, "Processing and Retrieval of Inferences and Descriptive Advertising Information: The Effects of Message Elaboration," Journal of Advertising, Vol. 22, (Mar, 1993).
Givon, Moshe, “Variety Seeking Through Brand Switching,” Marketing Science, Vol. 3, (Winter, 1994).
Haugtvedt, Curtis P., David W. Schumann, Wendy L. Schneier, and Wendy L. Warren, “Advertising Repetition and Variation Strategies : Implications for Understanding Attitude Strength,” Journal of Consumer Research, Vol. 21,( June, 1994).
Hirschman, Elizabeth C., and Melanie Wallendorf, "Some Implications of Variety Seeking for Advertising and Advertisers," Journal of Advertising, Vol. 9, (Spring, 1980).
________ and ________, “Innovativeness, Novelty Seeking, and Consumer Creativity,” Journal of Consumer Research, Vol. 7, (December, 1980).
Holbrook, Morris B., and ________, “The Experiential Aspects of Consumption: Consumer] Fantasies, Feeling, and fun,” Journal of Consumer Research, Vol. 9, (September, 1982).
Jones, John Phillip, "What Does Effective Frequency Mean in 1997?" Journal of Advertising Research, Vol. 37, (July/August, 1997).
Kahn, Barbara E., Manohar U. Kalwani, and Donald G. Morrison, “Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data,” Journal of Marketing Research, Vol. 28, (May, 1986).
________, ________, and ________, “Niching Versus Change-of-pace Brands : Using Purchase Frequencies and Penetration Rates to infer Brand Positionings,” Journal of Marketing Research, Vol. 25, (November, 1988).
________, and Therese A. Louie, “Effects of Retraction of Price Promotions on Brand Choice Behavior for Variety-Seeking and Last-Purchase-loyal Consumer,” Journal of Marketing Research, Vol. 17, (August, 1990).
________, and Jagmohan S. Raju, “Effects of Price Promotions on Variety-Seeking and Reinforcement Behavior,” Marketing Science, Vol. 10 , No. 4, (Fall, 1991).
________, and Rice M. Isen, “The Influence of Positive Affect on Variety-Seeking Among Safe, Enjoyable Products,” Journal of Consumer Research, Vol. 20, (September, 1993).
________, “Consumer variety-seeking among goods and services,” Journal of Retailing and Consumer Services Vol. 2, No. 3, (1995).
Keller, Kevin Lane, Susan E Heckler, and Michael J Houston, "The Effects if Brand Name Suggestiveness in Advertising Recall," Journal of Marketing, Vol. 62, (January, 1998).
Kim, John, Jeen-Su Lim, and Mukesh Bhargava, "The Role of Affect in Attitude Formation: A Classical Conditioning Approach," Academy of Marketing Science, Vol. 26, (Spring, 1998).
Kirmani, Amna, "Advertising Repetition as A Signal of Quality: If It''s Advertising So Much, Something Must Be Wrong," Journal of Adverting, Vol. 26, (Fall, 1997).
Laskey, Henry A., Rchard J. Fox, and Melvin R. Crask, "The Relationship Between Advertising Message strategy and Television Commercial Effectiveness," Journal of Advertising Research, (March/April, 1995).
Lattin, James M., “A Model of Balanced Choice Behavior,” Marketing Science , Vol. 6 , No. 1, (Winter, 1987).
Laurent, Gilles and Jean-noel Kapferer, “Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol. 12, ( February, 1985).
Lord, Kenneth R, Myung-Soo Lee, and Paul L Sauer, "The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward The Ad," Journal of Advertising, Vol. 24, (Spring, 1995).
McAlister, Leigh, “Choosing Multiple Items form a Product Class,” Journal of Consumer Research, Vol. 6, (December, 1979).
________, “A Dynamic Attribute Satiation Model of Variety-Seeking Behavior,” Journal of Consumer Research, Vol. 7, (September, 1982).
________ and Edgar Pessemier, “Variety Seeking Behavior : An Interdisciplinary Review,” Journal of Consumer Research, Vol. 9, (December, 1982).
Mela, Carl F., Sunil Gupta, and Donald R Lehmann, "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice," Journal of Marketing Research, Vol. 34, (May, 1997).
Menon, Satya and Barbara E. Kahn, “The Impact of Context on Variety Seeking in Product Choices,” Journal of Consumer Research, Vol. 22, (December, 1995).
Mitchell, Andrew A., "The Effect of Verbal and visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement," Journal of Consumer Research, Vol. 13, ( June , 1986).
Mitchell, Deborah J., Barbara E. Kahn, and Susan C. Knasko, “There’s Something in the air : Effects of Congruent or Incongruent Ambient Oder on Consumer Decision Making,“ Journal of Consumer Research, Vol. 22, (September 1995).
Motes, William H., Chadwick B. Hilton, and John S. Fielden, "Language, Sentence, and Structural Variations in Print Advertising," Journal of Advertising Research, Vol. 32, (September/October, 1992).
Nylen, David W., Advertising: planning, implementation, and control, Cincinnati, Ohio: South-Western Publishing Co., 1993.
Park, C. Whan and S. Mark Young, "Consumer Response to Television Commercials: The impact of Involvement and Background Music on Brand Attitude Formation," Journal of Marketing Research, Vol. 23, (February, 1986).
Raju, P. S., “Optimum Stimulation Level: Its Relationship to Personality Demographics, and Exploratory Behavior,” Journal of Consumer Research, Vol. 7, (December, 1980).
Richard, Michael D., Arthur W. Allaway, David Berkowitz, and Giles D Souza, "Capturing Competitive, Cannibalistic, and Variety-Seeking Influences on Market Share: An Asymmetric Modeling Approach," Journal of Applied Business Research, Vol. 12, (Summer, 1996).
Rogers, Robert D., “Commentary on ‘The Neglected Variety Drive,''” Journal of Consumer Research, Vol. 6, (June, 1979).
Schumann, David W., Richard E. Petty, and D. Scott Clemons, "Predicting the Effectiveness of Different Strategies of Advertising Variation : A Test of the Repetition-Variation Hypotheses," Journal of Consumer Research, Vol. 17, (September, 1990).
Simonson, Itamar, “The Effect of Purchase Quantity and Timing on Vareity-Seeking Behavior,” Journal of Marketing Research, Vol. 27, (May, 1990).
Singh, Surendra N., Denise Linville, and Ajay Sukhdial, "Enhancing The Efficacy of Split Thirty-second Television Commercials: An Encoding Variability Application," Journal of Advertising Vol. 24, (Fall, 1995).
Smith, Robert E. and William R. Swinyard, "Attitude-Behavior Consistency: The Impact of Product Trial Versus Advertising," Journal of Marketing Research, Vol. 20, (August, 1983).
Steenkamp, Jan-Benedict E. M. and Hans Baumgartner, “The Role of Optimum Stimulation level (O.S.L.) in Exploratory Consumer Behavior,” Journal of consumer Research, Vol. 19, (December, 1992).
Tellis, Gerard J. and Doyle L. Weiss, "Does TV Advertising Really Affect Sales? The Role of Measures, Models, and Aggregation," Journal of Advertising, Vol. 24, (Fall, 1995).
________, "Effective Frequency: One Exposure or Three Factors?" Journal of Advertising Research, Vol. 37,(July/August, 1997).
Trijp, Hans C. M. Van, Wayne D. Hoyer, and J. Jeffrey Inman , “Why Switch? Product Category-level Explanations for True Variety-Seeking Behavior,” Journal of Marketing Research, Vol. 33, (August, 1996).
Unnava, H. Rao and Robert E. Burnkrant, “Effects of Repeating Varied Ad Executions on Brand Name Memory,” Journal of Marketing Research, Vol. 28 , (November, 1991).
Zaichkowsky, Judith Lynne, “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, (December, 1985).
Zajonc, Robert B., and Hazel Markus, "Affective and Cognitive Factors in Preferences," Journal of Consumer Research, Vol. 9, (June, 1986).
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔