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研究生:王裕平
研究生(外文):E-Ping Wang
論文名稱:消費者涉入程度、產品類別與推薦式廣告之溝通效果研究
論文名稱(外文):The communication between consumer involved and recommend advertisement in leisure sport products
指導教授:樓永堅樓永堅引用關係
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:運動休閒與管理研究所
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:103
中文關鍵詞:消費者涉入推薦式廣告
外文關鍵詞:consumer involvedrecommend advertisement
相關次數:
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台灣的廣告發展已有三十多年的歷史,隨著知識生活水準的提升,廣告的運用也從以往只注重銷售的層面,開始走向利用適當的推薦人來建立起與消費者間良好溝通關係的形象廣告層面,因此便有了推薦式廣告的出現。推薦式廣告的功能,便是利用代言人的個人魅力以及專業素養,來達到良好的廣告溝通效果,因此要如何選擇最適當的廣告代言人種類,便是本研究的主要課題。
本研究的目的即在比較推薦人種類與休閒運動產品類別的契合性,即「哪一種推薦人最適合推薦哪一類別的休閒運動產品」,而同時為達到行銷上實際應用的目的,本研究同時加入消費者對產品的涉入程度作為干擾變數,探討消費者涉入程度與廣告的推薦人種類的契合性。
本研究以大台北地區的大專院校學生為研究對象,為便利抽樣,以政治及世新大學六個系所各一年級為受訪對象,共發出356問卷,回收322份,有效樣本272份,有效率76%。
本研究主要以廣告回憶率、廣告態度、對推薦人的態度與購買意願)與推薦人型態、個人之產品涉入程度作Two Way ANOVA分析。按產品一一分析與各變數之間的關係。並且在變數達到顯著水準時,以成偶檢定LSM(Least-square means),探討此變數內的顯著差異組別。
經過統計分析後,整理主要結果如下:
(一)在推薦人種類方面
在休閒運動產品中便利品類別的推薦效果以名人推薦最好
在休閒運動產品中特殊類別的推薦效果以名人推薦最好
(二)在消費者涉入程度方面
在休閒運動產品中便利品類別中,高涉入的消費者會比低涉入者有較高的購買意願
(三)在推薦人與消費者涉入度聯合方面
在休閒運動產品中便利品類別中,對高涉入者而言,推薦效果以名人推薦最好
The advertising has developed more than thirty years in Taiwan. As the standard of living knowledge rises, advertising became to attach importance to image advertisement which constructs the good relationships with customers by appropriate referees rather than the old advertising which focused on sales. Therefore, recommend advertisement turn up and became popular. The function of recommending advertisement is getting good communication effects by using the personal glamour and professional accomplishment of the referees. For the reason, it is a very import part for this research that how to select an appropriate advertising referee.
The purpose of this research is to compare different kinds of referees with the compatibilities of the kinds of sport products. For example, what kind of referee is appropriate to present the selected sport product. Moreover, for the practice application in marketing, this research also think about the standard of involved of customers as the interference and discuss the compatibilities of the standard of interference of customers and the varieties of referees.
After analyzing the statistics materials, I got the results as the following:
(一) The Variety of Referee
The famous people get the better recommendation effects in the convenience sport products.
The famous people get the better recommendation effects in the special sport products.
(二)The Standard of Interference of Customers
The customers of high-interfered standard have more shopping willing than the ones of low-interfered standard.
(三)The integrate with The Variety of Referee and Standard of Interference of Customers
The famous people get the better recommendation effects on the customers of high-interfered standard in the convenience sport products.
第一章 緒 論
第一節 研究動機……………………………………………… 1
第二節 研究目的……………………………………………… 1
第三節 研究架構……………………………………………… 2
第四節 研究假設……………………………………………… 2
第五節 研究範圍……………………………………………… 2
第六節 研究限制……………………………………………… 2
第七節 名詞解釋……………………………………………… 3
第二章 文獻探討
第一節 廣告介紹……………………………………………… 5
第二節 廣告態度與產品態度間的關係……………………… 9
第三節 廣告理論………………………………………………16
第四節 品牌權益………………………………………………23
第五節 消費者的涉入程度……………………………………29
第六節 推薦式廣告……………………………………………33
第七節 消費者涉入程度的影響………………………………39
第八節 推薦人種類與產品類別的關係………………………41
第三章 研究方法
第一節 研究架構………………………………………………47
第二節 研究變項………………………………………………47
第三節 預試……………………………………………………50
第四節 正式研究………………………………………………50
第四章 研究結果
第一節 背景描述………………………………………………56
第二節 涉入度分析……………………………………………57
第三節 依變數檢視……………………………………………58
第四節 變異數分析……………………………………………60
第五節 實驗產品分析分析……………………………………61
第五章 結論與建議
第一節 研究發現與驗證假設…………………………………84
第二節 研究限制及後續研究建議……………………………86
參考文獻……………………………………………………………88
附錄
附錄一 預試問卷………………………………………………91
附錄二 正式問卷………………………………………………93
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