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研究生:簡琪憓
研究生(外文):Chien, chi-hui
論文名稱:情感型商品的科技術語解釋文字與主觀知識對消費者廣告態度之影響情感型商品的科技術語解釋文字與主觀知識對消費者廣告態度之影響情感型商品的科技術語解釋文字與主觀知識對消費者廣告態度之影響情感型商品的科技術語解釋文字與主觀知識對消費者廣告態度之影響
論文名稱(外文):The Impact of Explanatory Context for Technical Terms and Subjective Knowledge on Consumer Attitude toward the Advertisement for Feeling Products.
指導教授:鄧景宜鄧景宜引用關係
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:2007
畢業學年度:95
語文別:中文
論文頁數:32
中文關鍵詞:情感型商品科技術語解釋文字主觀知識
外文關鍵詞:feeling productexplanatory contextsubjective knowledge
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本研究在探討廣告中情感型商品之科技術語解釋文字與消費者主觀知識,對消費者廣告態度之影響。
本研究採用2 × 2的因子實驗設計,有效樣本共計有149份,以二因子變異數分析,發現消費者的廣告態度會受到廣告中科技術語的解釋文字,與消費者自身的主觀知識所影響。低主觀知識的消費者是在面對有說明產品功效成因的廣告時,有較佳的廣告態度。而高主觀知識的消費者在面對有說明產品功效成因的廣告,與無說明產品功效成因廣告時,其廣告態度並無顯著差異。
This study examined the impact of explanatory context for technical terms and subjective knowledge on consumer attitude toward the advertisement for feeling products.
We designed a 2 × 2 factorial experiment and collected 149 questionnaires. By using two-way ANOVA, we found that explanatory context for technical terms and subjective knowledge would affect attitude toward the advertisement. Consumers with low subjective knowledge have better attitude toward the advertisement with explanatory context. On the other hand, advertisement attitude for high subjective knowledge consumers is not affected by the existence of explanatory context.
指導教授推薦書……………………………….…..…………..…………
論文口試委員會審定書…………….……………..……………..………
國科會授權書……………………………………..…………….……... iii
長庚大學授權書……………………………….….…………….………iv
誌謝………………………………………….…….…………….……. . .v
中文摘要………….……………………………….……………….…... vi
英文摘要…………….…………………………………………….…... vii
目錄…………………………………………………………….……... viii
圖目錄…………………………………………………………………. . x
表目錄………………………………………………………………..... .xi
第一章 前言…………………………………………………………. . 1
第二章 文獻回顧……………………………………….…………….. 4
2.1 科技術語………………………………………………………. . 4
2.2科技術語的解釋文字………………………………………….. 6
2.3主觀知識………………………………………………………. .7
2.4廣告態度………………………………………………………. .8
2.5假說推論……………………………………………………. . . .9
第三章 研究方法……………………………………………………. 12
3.1樣本…………………………………………………………. . .12
3.2實驗分組……………………………………………………. . .13
3.3刺激物………………………………………………………. . .14
3.4流程…………………………………………………………. . .16
3.5衡量…………………………………………………………. . .16
第四章 分析與結果………………………………………………. . . 19
第五章 結論………………………………..……………………….. .21
5.1主要發現……………………………………………………... .21
5.2理論意涵…………………………………………………….. ..21
5.3管理意涵…………………………………………………….. ..22
3.4未來研究…………………………………………………….....23
參考文獻…………………………………………..…………………....26
附錄……………………………………………………………………. 32

圖目錄
圖 3-1 實驗廣告………………………………………………………15
圖 4-1主觀知識與科技術語解釋文字對廣告態度之影響… ………20

表目錄
表 3-1 人口統計變數…………………………………………………13
表 3-2 測量模式結果…………………………………………………17
表 4-1科技術語解釋文字與消費者主觀知識對廣告態度的效果… 19
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