(3.238.130.97) 您好!臺灣時間:2021/05/18 20:02
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:簡坤鈺
研究生(外文):Chien, Ken-Yu
論文名稱:平面廣告中產品多元專業屬性對消費行為的影響
論文名稱(外文):The Influence of Technology-Based Multiple Attributes in Static Advertisements for Consumer Behaviors
指導教授:張克章張克章引用關係
學位類別:碩士
校院名稱:長庚大學
系所名稱: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:2001
畢業學年度:89
語文別:中文
論文頁數:261
中文關鍵詞:產品多元專業屬性購買意願產品價值吸引程度廣告解釋重複廣告
外文關鍵詞:technology-based multiple attributesthe value of the productthe attractiveness of the productexplanationrepeated exposure advertisements
相關次數:
  • 被引用被引用:2
  • 點閱點閱:253
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
中文摘要
平面廣告與產品行銷具有密切的關係,而產品多元專業屬性更是最新科技的結晶,使產品具備獨特性和複雜的知識背景,消費者的使用知識必須運用相關的解釋,方得以認知與明瞭。為測試多元專業屬性數量與廣告頻率對消費行為的影響,本文擬探討兩者間的互動。
本文利用書面問卷及網路問卷進行各項主題資料蒐集,資料蒐集率達70%以上,經統計分析評估後,產生下列影響:
一、若消費者不了解平面廣告中產品多元專業屬性的意義,則廣告屬性數量愈多,購買意願愈低;反之,若知曉其意義,或廣告重複出現多次則購買意願反而愈高。
二、消費者瞭解屬性意義或平面廣告中產品多元專業屬性數量愈多時,消費者認知產品價值及信任產品廣告最高定價會提昇。
三、當消費者使用產品基本功能明確,則平面廣告中產品多元專業屬性數量愈多,對消費者吸引程度愈高;反之,當消費者購買產品重視使用後改善功能,而且功效不具確定性時,平面廣告中產品多元專業屬性數量愈多時,對消費者吸引程度愈低。
四、當廣告進一步解釋產品多元專業屬性的意義與功能時,則消費者購買預算會提昇。
由於平面廣告對產品行銷具有絕對的影響,本文擬探討產品多元專業屬性對消費行為的影響。因此,在資料蒐集、問卷設計與統計分析後,本文驗證產品多元專業屬性對消費行為存在正負面的假設。本文依據許多數據,確信產品多元專業屬性在平面廣告的價值,期望這些論點可作為產品行銷研究人員的參考。
Abstract
There is a close relation between static-advertisements and product marketing. The technology-based multiple attributes of a product are essence of technology, these attributes make the product unique and having complex knowledge background. Consumers may have to require further explanations to understand the connotation of technology-based multiple attributes clearly. . In order to identify the effectiveness from the amount of technology-based multiple attributes and the exposure of static-advertisements to consumer behaviors, we would like to study the interaction between technology-based multiple attributes and consumer behaviors.
The questionnaires in written form and in computer network form are used to gather the data for several hypotheses. The retrieve rate of questionnaires is more than 70%. After the statistic analyses and evaluation, we get some important results shown below:
First, as consumers do not understand the connotation of technology-based multiple attributes in static-advertisements, consumers’ have less idea to buy the product as the quantity of technology-based multiple attributes is increased. Otherwise, if consumers understand the connotation in static advertisements and even the increased repeats to exposure, the consumers’ will increase the idea to buy the product.
Second, as the increasing quantity of technology-based multiple attributes in static advertisements or understanding of the connotation of technology-based multiple attributes for consumers, the value of the product in consumers’ mind is enhanced and the highest product price in static advertisements is also enlarged
Third, when the basic function of the product is stable and is certain by consumers, consumers would be attracted more by the product as the quantity of technology-based multiple attributes is augmented in static-advertisements. In contrary, as consumers can not make sure about results after usage of the product, consumers would be less attracted by the product as the quantity of technology-based multiple attributes is enlarged in static advertisements.
Forth, the budget of buying the product is higher as the explanations of technology-based multiple attributes in static advertisements are increased.
Because static advertisements play an absolutely important role in product marketing, we investigate the influence of technology-based multiple attributes to the consumer behaviors. After data connections, questionnaire designs and statistic analyses, we examine and verify that there exists positive and negative hypotheses in technology-based multiple attributes for consumer behaviors. We believe the value of technology-based multiple attributes in static advertisements to product marketing according to the analyses from the study of collected data. We hope that these conclusions can provide some meaningful help to product marketing practitioners and researchers.
第一章 緒論
第二章 文獻探討
第三章 產品多元專業屬性
第四章 問卷設計
第五章 實證分析
第六章 結論與未來研究方向
中文參考資料
【1】林靈宏,1994年初版,消費者行為學,五南圖書出版公司,pp.55。
【2】劉水深,民國七十三年,產品規劃與策略應用,自印。
【3】江啟明,民國七十八年六月,模組化行銷偵測系統,國立交通大學管理科學研究所碩士論文。
【4】劉心新,民國七十九年六月,購買行為的決定性因素─決定性產品屬性之檢討與應用─以愛迪達運動鞋為例,國立交通大學管理科學研究所碩士論文。
【5】鍾寬仁,民國七十八年一月,雙面訴求與單面訴求廣告效果比較之研究─在不同產品涉入度與不同訊息負荷量情況下,國立交通大學管理科學研究所碩士論文。
【6】尤欽賢,民國八十八年六月,具產品數據訊息之廣告效果─以間接比較廣告為例,國立交通大學經營管理研究所碩士論文。
【7】林奎佑,民國八十五年六月,產品利益無關屬性、產品類別及訊息負荷量與廣告效果及產品評價之關係,國立台灣大學商學研究所碩士學位論文。
【8】王松洲,民國七十八年一月,汽車消費者生活型態與對產品屬性偏好關係之研究,政治大學企業管理研究所碩士論文。
【9】黃雲龍,民國七十三年六月,個性變數對品牌選擇判別力之研究,國立交通大學管理科學研究所碩士論文。
【10】方士杰編譯,民國七十八年五月,消費者行為與營銷態度,書泉出版社,台北,pp.158-160。
【11】陳進福,民國六十六年六月,決定性購買因素之研究,國立政治大學企業管理研究所碩士論文。
【12】連英傑,民國八十年六月,消費者訊息處理動機與能力對廣告效果的影響,國立政治大學企業管理研究所碩士學位論文。
【13】陳弘鈞,民國八十七年六月,數據訊息說明產品屬性的廣告效果,國立交通大學管理科學研究所碩士論文。
【14】梁安昌,民國八十二年六月,不同價格訊息呈現方式下參考價格對消費者行為的影響,國立政治大學企業管理研究所碩士學位論文。
【15】陳威州,民國八十五年六月,消費者決策偏好與行銷策略之研究─以資料庫套裝軟體折價版為例,淡江大學資訊管理研究所碩士論文。
【16】王新元,民國七十九年六月,消費者價格認知與品質認知對其購買意願之影響─台灣地區安全帽市場實證研究,中國文化大學企業管理研究所碩士學位論文。
【17】謝雪萍,民國八十八年六月,廣告重複策略對品牌多樣化消費行為之影響,私立中國文化大學國際企業管理研究所博士論文。
【18】林清州,民國八十一年六月,廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係,國立政治大學企業管理研究所碩士學位論文。
【19】呂長民,民國八十八年九月,行銷研究方法論與實例應用,三版,前程企業管理有限公司出版,pp.73-144。
【20】洪順慶,黃深勳,黃俊英,劉宗其,民國八十七年九月,行銷管理學,初版,新陸書局,pp.241-350。
【21】賴靜惠,吳文彬,陳燕鑾,李思亮共譯,民國八十六年五月,商用統計學,初版,文京圖書有限公司,pp.310-362。
【22】邱振崑,民國八十八年十一月,Excel 2000統計經濟篇,初版,松崗電腦圖書資料股份有限公司,pp.2-14。
英文參考資料
【1】Anderson, Norman H., 1974,” Information Integration Theory: A Brief Survey”, Contemporary Developments in Mathematical Psychology, Vol.2, eds. David H. Krantz, R Duncan Luce, Richard C. Atkinson & Patrick Suppes, San Francisco: W. H. Freeman, pp.236-305.
【2】Aaker, David A. & M. James Carman,1982,”Are You Overadvertising”, Journal of Advertising Research,Vol.22, pp.55-70.
【3】Boote, Alfred S.,1981,”Market Segmentation by Personal Values And Salient Product Attribute”, Journal of Marketing,Vol.21.
【4】Bogart, Leo, 1984, Strategy in Advertising: Matching Media and Messages to Markets and Motivation, 2 nd ed., Chicago:Crain.
【5】Berlyne, D. E., April, 1970, ”Novelty, Complexity, and Hedonic Value”, Perception and Psychophysics, Vol.8, No.2, pp.279-286.
【6】Cacioppo, John T. & Richard E. Petty, January, 1979, “Effects of Message Repetition and Position on Cognitive Response, Recail, and Persuasion”, Journal of Personality and Social Psychology, Vol.37, No.1, pp.97-109.
【7】Calder, Bobby J. & Brian Sternthal, May 1980, “Television Commercial Wearout: An Information Processing View”, Journal of Marketing Research, Vol.17, No.2, pp.173-186.
【8】Chu, Godwin C., 1967,” Prior Familiarity, Perceived Bias and One─Sided Versus Two─Sided Communication”, Journal of Experimental Social Psychology ,Vol.3, pp.243-254.
【9】Cohen, Joel B.,1982,” The Role of Affect in Categorization: Towards a Reconsideration of the Concept of Attitude”, Advances in Consumer Research, Vol.9 ed. Andrew A. Mitchell Ann Arbor, MI: Association for Consumer Research, pp.94-100.
【10】Chaiken S., 1980,” Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion”, Journal of Personality and Social Psychology, Vol.39, pp.752-766.
【11】Day, George S. & Davi B. Montgomery, special issue 1999,” Charting New Directions for Marketing”, Journal of marketing, Vol.63, pp.3-13.
【12】Einhorn, Hillel J. & R. M. Hogarth, 1986,” Judging Probable Cause”, Psychological Bulletin, Vol.99, pp.3-19.
【13】Enis, Ben & James E. Stafford, April 1969, “Influence of Price and Store Information Upon Product Quality Perception”, Southern Journal of Business, pp.90-99.
【14】Engel, James F., David T Kollat & Roger D. Blackwell, 1984, Consumer Behavior, Holt, Rinehart and Winston, New York.
【15】Engel, James F. & Roger D. Blackwell, 1978, Consumer Behavior, 3 rd edition, Illinois, Richard D. Irwin, Inc.
【16】Etgar, Micheal & Naresh K. Malhotra, September 1981, “Determinants of Price Dependency:Personal and Perceptual Factors”, Journal of Consumer Research, pp.217-222.
【17】Fishbein, Martin & Icek Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading, MA: Addison─Wesley.
【18】Fiske, Sujan T.,1982,” Schema-Triggered Affect: Applications to Social Perception”, Affect and Cognition: The 17 th Annual Carnegie Symposium on Cognition, eds. Margaret S. Clark and Sujan T. Fiske. Hillsdale, NJ: Lawrence Erlbaum, pp.55-78.
【19】Green, Paul & Yoram Wind, 1973,” Multi-attribute Decisions in Marketing: A Measurement Approach, Hinsdale. IL: Dryden.
【20】Gerstner & Eitan, May 1985, “Do Higher Prices Signal Higher Quality”, Journal of Marketing Research, pp.209-215.
【21】Hirschman, E. C., 1982,” The Experiential Aspects of Consumption: Consumer Fantasies, Feeling and Fun”, Journal of Consumer Research, Vol.9, pp.132-140.
【22】Havlena, J. W. & M. B. Holbrook, December 1986,” The Varieties of Consumption Experimence: Comparing Two Typologies of Emotion in Consumer Behavior”, Journal of Consumer Research, Vol.13, pp.394-404.
【23】Harry, Helson, 1964, “Adaptation─Level Theory”, Harper & Row: New York.
【24】Harris, R. J. & G. E. Monaco, 1978,” Psychology of Pragmatic Implications: Information Processing Between the Lines”, Journal of Experiential Psychology: General, Vol.107, pp1-27.
【25】Hovland, Janis & Kelley, 1953, Communication and Persuasion, New Heaven.
【26】Hovland, Janis & Kelley, March 1984,” Perspective on Information Overload”, Journal of Consumer Research, Vol.10, pp.432-435.
【27】Jones, John Phlips, 1995,” Single- Source Research Begins to Fulfill Its Promise”, Journal of Advertising Research, Vol.35, No.1, pp.9-16.
【28】Jones, E. E. & K. Davis, 1965,” From Acts to Dispositions”, Advances in Experimenting Psychology, ed. Leonard Berkowitz, New York: Academic Press, pp.219-266.
【29】Jacoby, Jacob, Donald E. Speller & Carol A. Kohn, February 1974, “Brand Choice Behavior as a Function of Information Load”, Journal of Marketing Research, Vol.11, pp.63-69.
【30】Kotler, Philip, Swee Hoon Ang, Siew Meng Leong & Chin Tiong Tan, 1999, Marketing Management: an Asian Perspective, 2 nd Edition, Prentice Hall Pte Ltd, Singapore, pp.184-216.
【31】Kamins, Michel A. & Henry Assel, February 1987,” Two─Sided Versus One─Sided Appeal, A Cognitive Perspective on Argumentation, Source Derogation, and the Effect of Disconfirming Trial on Belief Change”, Journal of Marketing Research, Vol.24, pp.29-39.
【32】Kahnemann, D., 1973, Attention and Effort, Englewood Cliffs, NJ: Prentice-Hall, Inc.
【33】Krugman, H. E., Fall 1965,” The Impact of Television Advertising: Learning Without Involvement”, Public Opinion Quarterly, Vol.29, pp.349-356.
【34】Lichtenstein, Donald R. & William O. Bearden, June, 1989, “Contextual Influence on Perceptions of Merchant─Supplied Reference Prices”, Journal of Consumer Research, Vol.16, pp.61.
【35】Lutz, Richard J., Scott B. Mackenzie & Geroge E. Belch, 1983, “Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinates and Consequences”, in Advance in Consumer Research, Vol.10, R. P. Bagozzi and A. M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, pp.532-539.
【36】McAlister, Leigh, September 1982,” A Dynamic Attribute Satiation Model of Variety Seeking”, Journal of Consumer Research, Vol.9, pp.141-150.
【37】Monroe, Kent B.,” Pricing — Making Profitable Decisions”, Second Edition, New York: McGraw─Hill, p.44.
【38】Nicosia, Francisco M., 1966, Consumer Decision Process: Marketing and Advertising Implication, Englewood Cliffs, N. J., Prentice Hall Inc., pp.156.
【39】Nylen, David W., 1993,”Advertising─Planning ,Implementation, and Control”, 4 th edition, South-Western Publishing Co.
【40】Olson, Jerry C., “Price as an Informational Cue: Effects on Product Evaluations”, In Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennett, New York:North Holland Publishing Company, pp.267-286.
【41】Petty, Richard E. & John T. Cacioppo, 1986,” The Elaboration Likelihood Model of Persuasion”, Advances in Experimental Social Psychology, Vol.19, pp.123-205.
【42】Petroshius, Susan M. & Kent B. Monroe, March 1987,” Effect of Product─Line Pricing Characteristics on Product Evaluations”, Journal of Consumer Research, Vol.13, pp.511-519.
【43】Presad, Kanti V., May 1976,” Communications Effectiveness of Comparative Advertisements”, Journal of Marketing Research, Vol.13, pp.128-137.
【44】Pinson, Christian, 1986,” An Implicit Product Theory Approach to Consumers’ Inferential Judgement About Products”, Journal of Marketing Research, Vol.3, pp.19-38.
【45】Rogers, Everett M. & F. Floyd, 1971,” Communication of Innovations”, the Free Press.
【46】Robertson, T. S., 1976,” Low─Commitment Consumer Behavior”, Journal of Advertising Research, Vol.16, pp.19-24.
【47】Settle, Robert B. & Linda L. Golden, May 1974,” Attribution Theory and Advertiser Credibility”, Journal of Marketing Research, Vol.11, pp.181-185.
【48】Scammon, D. L., December 1977,” Information Load and Consumers”, Journal of Consumer Research, Vol.4, pp68-72.
【49】Sujan, Mita, June 1985,” Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgement”, Journal of Consumer Research, Vol.12, pp.467-467.
【50】Shocker Alan D. & V. Srinivasan, May 1979,” Multi-attribute Approaches for product Concept Evaluation and Generation: A Critical Review”, Journal of Marketing Research, Vol.16, pp.159-180.
【51】Sherif, Carolyn, August 1963,” Social Categorization as a Function of Latitude of Acceptance and Series Range”, Journal of Abnormal Social Psychology, Vol. 67, pp.199-214.
【52】Sawyer, Alan G. & Peter H. Dickson, 1984,” Psychological Perspectives on Consumer Response to Sale Promotion”, Research on Sale Promotion: Collected Paper, Marketing Science Institute, pp.1-21.
【53】Tannenbaum, Percy H., 1967,” The Congruity Principle Revisited: Studies in the Reduction, Induction, and Generalization of Persuasion”, Advances in Experimental Social Psychology, Vol.3, L. Berkowitz, ed. New York: Academic Press, Inc., pp.271-320.
【54】Urbany, Joel E., William O. Bearden & Dan C. Weilbaker, September 1988,” The Effect of Plausible and Exaggerated Reference Prices on Consumer Perception and Price Search”, Journal of Consumer research, Vol.15, pp.45-51.
【55】Wrigh, Warnar & Winter, 1975, Advertising , 3 rd edition. New York: McGraw-Hill, pp.5.
【56】Wyer, Robert S. & Donald E. Carlston, 1979, Social Cognition, Inference and attribution, Hillsdale, NJ: Lawrence Erlbaum Associates.
【57】Winter, F. W., 1975,” Laboratory Measurement of Response to Consumer Information”, Faculty Working Paper, No.227, College of Commerce and Business Administration, University of Illinois at Urbana-Champaign.
【58】Wright, Peter L., June 1975,” Factors Affecting Cognitive Resistance to Advertising”, Journal of Consumer Research, Vol.2, pp.1-9.
【59】Wilkie, William L. & Edgar A. Pessemier, November 1973,” Issues in Marketing’s Use of Multiple-Attribute Attitude Models”, Journal of Marketing Research, Vol.10, pp.428-441.
【60】Zaichkowsky, Judith L., December 1985,” Measuring the Involvement Construct”, Journal of Consumer Research, Vol.12, pp.341-352.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 32.周志宏:〈析論美國法上之學生懲戒制度〉,《法政學報》:第六期,民國八十五年,第19~39頁。
2. 28.李震山:〈基本權利之衝突〉,《月旦法學》:第一期,民國八十四年,第60~61頁。
3. 26.李天健:〈辦教育,不要辦小孩〉,《人本教育札記》:第八十三期,民國八十年,第36~41頁。
4. 25.吳清基:〈學生權利的主要內涵分析〉,《研習資訊》:第三十六期,民國七十六年,第3~4頁。
5. 22.吳武典、陳秀蓉:〈教師領導行為與學生的期待、學業成就及生活適應〉,《國立臺灣師範大學教育心理學報》:第十一期,民國六十七年,第87~104頁。
6. 21.吳明燁:〈青少年初期父親與母親管教行為之比較〉,《東吳社會學報》:第七期,民國八十七年,第39~79頁。
7. 19.何進財:〈建立學生輔導新體制─教學、訓導、輔導三合一整合實驗方案〉,《學生輔導雙月刊》,第五十八期,民國八十七年,第5~17頁。
8. 34.黃東熊:《日本之「學術自由」與「大學自治」》,台北:中興法學,出版年次不詳。
9. 36.林文瑛:〈體罰實態、理論及心理因素之探討〉,《應用心理學報》:第一期,民國八十一年,第53~73頁。
10. 38.林孟皇:〈論教師的教育權與管教行為的合理界限〉,《師說》:第八期,民國八十四年,第9~23頁。
11. 43.唐璽惠:〈「教、訓、輔三合一整合方案」的理念與作法〉,《臺灣教育》:第五八四期,民國八十九年,第2~5頁。
12. 49.張德銳:〈體罰爭論何時休─淺談合理體罰的可行性〉,《國教世紀》:第二十七卷,第一期,民國八十年,第2~9頁。
13. 50.張瓊瑩:〈終身學習與現代社會─從教育專業談中小學教師生涯發展〉,《研習資訊》:第十三卷,第六期,民國八十五年。
14. 51.梁滄郎、邱勝濱:〈中等學校師資培育課程現況之探討〉,《教育實習輔導季刊》:第五卷,第四期,民國八十九年,第52~58頁。
15. 54.陳志全:〈教師懲戒權之探討〉,《法律評論》:第六十一卷,第十一、十二期合刊本,民國八十四年,第28~31頁。