臺灣博碩士論文加值系統

近年來，許多研究嘗試尋找出存在性別之間的相似與差異之處，以此做為市場區隔。本研究歸納了行銷學與社會心理學等文獻，探討男女性所處之社會化角色與資訊處理上之差異。因此，以性別角色理論與認知推敲理論來闡釋性別差異，推導出男性著重於動力性 （agentic）的訊息與顯著的少數屬性；而女性則會關心公共性（communal）的訴求以及總體的關係。本研究之主要目的即探討，當男女性接觸到不同類型的平面廣告之時，是否會產生不同的廣告效果。
在本研究中，以多變量變異數分析進行檢測：在每種型態的廣告之下，兩性具有差異的廣告效果。經由不同的平面廣告實驗，結果顯示女性對於和諧性廣告與類目導向的廣告類型，會產生較正向的廣告效果，包含對廣告的態度、對品牌的態度，以及購買意願；而男性則是對於比較性廣告與屬性導向之廣告，會表現出較佳的態度與購買意願。
因此，此研究結論可提供廣告商或廠商策略性的觀點：當目標客戶為女性，廣告應包含自然、祥和與平靜的元素，或是在廣告中訴求此產品在其產品類別下，所屬的產品定位或品牌定位。然而，若產品及服務主要是銷售予男性，在廣告中可進行品牌的競爭性比較，或是一一標榜出此產品的功能、特色，以增強廣告效果。

Recently, a number of studies have attempted to delineate the fundamental similarities and differences between the sexes for market segmentation. This study summarizes the academic marketing and social psychology literature concerning gender social role and sex differences in information processing. Most of the observed gender differences such as male focus on agentic messages and few salient attributes, and female focus on communal elements and generic interrelationships can be explained by such a sex-role socialization and elaboration dichotomy. Moreover, this research studies how men and women respond to different types of print advertisements.
In this study, how gender differ advertising effects for each ad type is expounded by MANOVA analysis. Across a variety of print advertisements, the results show that women have superior affect (attitudes toward the ad and attitudes toward the brand) and purchase intent toward the harmonious and category-oriented advertisements, whereas men have superior affect and purchase intent toward the comparative and attribute-oriented ones.
This pattern of results will provide advertising strategy perspectives: while the target audience is female, appeals consisting of natural, lenient, and peaceful and copies featuring common themes of the product category may be very effective. However, while targeting a predominantly male audience, strategies engaging in brand comparisons and advertising styles bringing out the distinctive or unique features may work.

Chapter One Introduction 1
1.1 Research Motives 1
1.2 Research Objectives 2

Chapter Two Literature Review 3
2.1 Gender Identity 3
2.2 Sex Role Theory 4
2.3 Socialization Model 5
2.4 Cognitive Elaboration 6
2.5 Type of Elaboration 7
2.5.1 Item-Specific Processing 7
2.5.2 Relational Processing 8
2.6 Gender Differences Using Elaboration Dichotomy 8
2.7 Type of Advertising 10
2.7.1 Comparative Advertising 10
2.7.2 Harmonious Advertising 11
2.7.3 Attribute- oriented Advertising 11
2.7.4 Category- oriented Advertising 12
2.8 Advertising Effect 14
2.8.1 Hierarchy of Effects Model 14
2.8.2 Factors of Advertising Effects 15

Chapter Three Research Method 17
3.1 The Conceptual Model 17
3.2 Research Hypotheses 18
3.3 Construct Definition and Measurement 19
3.3.1 Type of Advertising 19
3.3.2 Attitudes toward the Ad 19
3.3.3 Attitudes toward the Brand 20
3.3.4 Purchase Intent 20


3.4 Research Design and Procedure 21
3.4.1 Experiment Design 21
3.4.2 Pilot Test 21
3.4.3 Data Collection 22
3.4.4 Data Analysis Method 23

Chapter Four Research Analysis and Results 24
4.1 T-Test on Pilot Test 24
4.2 Validity and Reliability of Measurement 26
4.3 MANOVA Analysis on Hypothesis 30
4.3.1 Overall Test on the Model 30
4.3.2 Conditional Tests on the First Set of Milk Ad 31
4.3.3 Conditional Tests on the Second Set of Mp3 Ad 32

Chapter Five Conclusions and Recommendations 34
5.1 Conclusions 34
5.2 Managerial Implication 36
5.3 Research Limitations 37
5.4 Future Research Suggestion 37

References 39
Appendix Ⅰ Advertisements For This Study I
Appendix Ⅱ Pilot Test Questionnaire V
Appendix Ⅲ Formal Questionnaire A VII
Appendix Ⅳ Formal Questionnaire B X

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