臺灣博碩士論文加值系統

過去有關廣告主與廣告代理商合作關係的研究，已經累積豐碩的成果，但研究對象大多是商業廣告，政治廣告主及廣告代理商的合作關係尚無系統性的研究，鑒於目前政治傳播的研究集中於廣告效果及訊息訴求的探討，本研究欲擴大政治傳播的研究領域，探討政治廣告主與廣告代理商兩個組織間的合作關係。
眾合Crosby, et al.,（1990）、Leuthesser & Kohli（1995）、Weitz, et al.,（1986）等學者提出的關係品質概念，發展本研究的主要變項包括：初始關係行為、訊號行為、揭露行為、互動程度、介入程度、供應品質、專業能力、相似性、道德行為、適應性銷售行為。本研究目的在探討政治廣告主與廣告代理商對於合作關係的執行情況，並分析影響雙方關係品質的因素，進而了解雙方對合作關係之執行情況的評價與認知差異是否會影響其關係品質。
本研究問題有四：一、探討影響政治廣告主與廣告代理商之關係品質的因素。二、探討政治廣告主與廣告代理商對影響關係品質各變項之執行情況。三、比較三個陣營之政治廣告主與廣告代理商的關係品質有何差異。四、探討政治廣告主與廣告代理商對影響關係品質各變項之執行情況的評價與認知差異是否會影響其關係品質。
本研究結果發現如下：
一、政治廣告主與單一廣告代理商合作，廣告主與廣告代理商互動的程度一定較高，有助於提升雙方關係品質；若選擇與多家廣告代理商合作，會分散廣告主與廣告代理商的互動程度，有損於雙方的關係品質。
二、連陣營的兩組合作關係，因不同的合作階層及窗口，造成兩組不同的關係品質。
三、廣告代理商會因為感受到不受廣告主的重視及責任分散而不願意對初始關係的建立上多做努力。
四、訊號行為不單只是做到告知，雙方更必須對欲改變的行為達成共識。
五、政治廣告主的組織揭露行為對於關係品質的重要性高於代理商組織揭露行為。
六、政治廣告主與廣告代理商的互動階層愈高有助於關係品質的提升。
七、政治廣告主與廣告代理商的互動頻率與互動豐富性必須相輔相成，才能提升關係品質。
八、政治廣告主與廣告代理商的溝通不良會損害雙方的關係品質。
九、除了廣告本身的品質，競爭者的廣告品質、同陣營其他廣告代理商的廣告品質、廣告代理商的態度都會影響廣告主對供應品質的主觀判斷。
十、廣告代理商除了具備廣告的專業知識，還必須具備政治的敏感度及對選舉文化的了解與因應，才能符合政治廣告主的需求。
十一、廣告主愈尊重廣告代理商的專業會增進雙方的關係品質。
十二、政治廣告主對於雙方政治理念相似性的期望高於廣告代理商。
十三、若廣告主對代理商的道德層面產生質疑，不論事實與否，廣告主會對代理商產生負面態度，因此也就不會將核心的資訊公開給廣告代理商。
十四、廣告代理商必須迅速完成適應性銷售行為，才能真正因應選舉的變化及突發狀況。
十五、商業廣告的作業流程不適用於政治廣告，政治廣告主與廣告代理商對於角色及工作模式都必需調整。

目錄
第壹章 導論…………………………………………………………1
第一節 研究背景……………………………………………………1
第二節 研究動機與目的……………………………………………3
第三節 研究問題……………………………………………………5
第貳章 文獻探討……………………………………………………7
第一節 政治廣告主與廣告代理商之關係發展過程………………7
第二節 政治廣告主與廣告代理商對於合作關係之看法與認知差異15
第三節 關係品質之定義……………………………………………21
第四節 影響關係品質之因素………………………………………27
第五節 廣告主與廣告代理商關係品質之相關研究………………50
第參章 研究方法……………………………………………………54
第一節 研究方法……………………………………………………54
第二節 研究設計……………………………………………………56
第三節 研究範圍……………………………………………………57
第四節 研究對象……………………………………………………57
第五節 研究架構……………………………………………………59
第六節 變項概念描述………………………………………………60
第肆章 研究結果與比較……………………………………………64
第一節 政治廣告主與廣告代理商在影響關係品質各因素的執行情況.64
第二節 各陣營執行情況之比較……………………………………86
第三節 綜合分析與討論……………………………………………95
第伍章 研究結論與建議……………………………………………120
第一節 研究發現……………………………………………………120
第二節 研究限制與缺失……………………………………………125
第三節 對實務界的建議……………………………………………126
第四節 未來研究建議………………………………………………129
參考文獻…………………………………………………………… 130
訪談大綱…………………………………………………………… 141
附錄一：競選組織簡介………………………………………………147
附錄二：訪談記錄……………………………………………………152
圖表目錄
圖2-1：關係品質模式…………………………………………………23
表3-1：本研究受訪者名單……………………………………………58
表4-1：三陣營對影響關係品質各變項之執行狀況的評價…………116
表4-2：認知差異與關係品質的關係…………………………………117

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