臺灣博碩士論文加值系統

本研究的目的為探就不同的廣告主以及廣告形式對於廣告的溝通效果之差異為何，本研究所選取的廣告主為不同的政黨，而廣告形式則為正面及負面廣告。 再台灣的政黨中，目前有四個主要的政黨，本研究根據研究的需要以及資料的完備性，選取民進黨與國民黨為本研究之研究目標。
本研究採取實驗室實驗法，以中山大學企管系的學生為研究對象，利用客魚之時間進行實驗，而在實驗法中，則採取因子實驗設計，由於本研究的實驗變數為廣告主與廣告形式，其各有兩個因子水準，所以本研究共有四個實驗組別。而此四個實驗組間的廣告溝通效果之差異，即為本研究欲探究的目標。
經過統計分析之後本研究得到四個結論，其一，廣告主為不同的政黨在廣告溝通效果中的政黨態度似乎有顯著的影響。其二，採用負面的政黨廣告對於廣告回憶率而延期效果似較正面廣告為顯著。其三，政黨廣告的溝通效果會受到受測者本身所欲存的政治態度的影響。其四，經由分析可以得到數個廣告主與廣告形式的較適搭配，其分別如下，民進黨的負面廣告在廣告回憶率有較佳的效果；民進黨的正面廣告在廣告態度上有較佳的效果；國民黨的正面廣告在政黨態度上有較佳的效果。
此外，本研究在未進行廣告內容分析的狀況下進行，如果結合廣告內容分析，將有助於本研究的推論能力。

The purpose of this study is to investigate the difference political advertising communication effect between different advertisement message sender and different advertising type, This study, however, choose political parties as the advertising message sender and advertising type divided into positive and negative. In Taiwan there are four major political parties, according to the need of this study, KMT and DPP are two parties as the target we analyze in this study.
The study design is Laboratory Experiment, we choose the students in National Sun Yat-sen University Business Administration Department as the sample of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are advertisement message sender and advertising type. By these two variables, experiment group separate into four experimental group. Then how different communication effect between these four groups is the aim that this study desires to find out.
After using statistical analyzing, four conclusions can be found out. First, the advertising senders are different political parties seems have a little communication effects in political party attitude. Second, negative advertising type has better effect in advertising memory than positive one. Third, it seems that the political attitude that the voters have will deeply affect the process of advertising communication effect, especially in political party attitude. Fourth, this study observes some better fits when different political parties using different advertising types. When DPP applies negative advertisement, it seems they will acquire better communication effect in advertising memory, but when DDP using positive advertisement, they will acquire better communication effect in advertising attitude. KMT will acquire better communication effect in political party attitude when they applies positive advertising type.
This study is processing without advertisement content analysis. If combined with advertisement content analysis, it will be more helpful when investigation in advertising communication effect.

第一章緒論1
第一節 研究背景及動機1
第二節 研究目的2
第三節 研究計劃流程4
第二章文獻探討5
第一節 政治行銷5
第二節 品牌概念相關理論7
第三節 廣告相關理論10
第四節 廣告的效果16
第三章研究方法22
第一節 研究架構22
第二節 變數的操作型定義、衡量及操弄23
第三節 研究假設25
第四節 研究設計27
第五節 實驗內涵28
第六節 資料蒐集與分析方法29
第四章研究結果31
第一節 樣本回收及樣本數31
第二節 問卷一致性之衡量31
第三節 自變數的操弄檢定32
第四節 實驗樣本的敘述統計34
第五節 自變數對溝通效果的影響38
第六節 干擾變數對溝通效果的影響44
第七節 研究結果彙整53
第五章結論及建議55
第一節 研究結論與發現55
第二節 行銷實務上的涵義58
第三節 研究限制與後續研究建議60
參考文獻61
研究問卷64

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