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研究生:余曉盈
研究生(外文):Hsiao-ying Yu
論文名稱:廣告訴求、消費者認知需求及購買涉入程度對廣告效果影響之研究
論文名稱(外文):The Influence of Advertising Appeals, Consumer''s NFC, and Purchase Involvement on Advertising Effectiveness
指導教授:莊世杰莊世杰引用關係龔昶元龔昶元引用關係
指導教授(外文):Shi-Jie ZhuangChaang-Yung Kung
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:67
中文關鍵詞:購買涉入程度廣告效果廣告訴求認知需求
外文關鍵詞:purchase involvementneed for cognitionAdvertising EffectivenessAdvertising Appeals
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廣告是廠商與消費者之間一座重要的溝通橋樑,廣告商常用不同訴求來加強廣告效果,以吸引消費者的注意力與增加其購買力,然而不同的廣告訴求也會因消費者特質的不同而影響其廣告效果。本研究主要的目的是探討不同廣告訴求呈現方式(理性訴求與感性訴求),加入消費者的異質性,欲了解不同消費者的認知需求與購買涉入程度對不同廣告訴求與廣告效果的影響為何。本研究以中部地區大學生為對象,分為兩種實驗設計,受測者被隨機分派至理性訴求或感性訴求的兩個實驗狀況,以問卷調查,共發出1600份,回收1510份,以ANOVA進行資料統計分析;研究結果顯示,不同的廣告訴求呈現方式會影響其廣告效果,更進一步得知,理性訴求廣告會顯著於感性訴求廣告。本研究亦同時發現,不同廣告訴求會受到消費者認知需求的干擾影響,認知需求高的消費者對於理性訴求之廣告效果會顯著高於認知需求低的消費者;本研究也發現,在購買涉入程度方面,雖然有干擾作用,兩種不同的廣告訴求效果與消費者購買涉入程度高、低並無顯著相關。
The advertisement is an important bridge to connect both the companies and the consumers. The advertisers have tendency of using advertising appeals to reinforce the advertising effectiveness. In other words, the advertisers would like to draw attractions on consumers and to make them attempt to buy. However, different advertising appeals will affect advertising effectiveness. The purpose of this study is to discuss different advertising appeals (eg. rational appeals and perceptual appeals) can affect the advertising effectiveness with the heterogeneity of consumers. The survey is employed and 1600 questionnaires are sent to undergraduates in central Taiwan, and 1510 questionnaires are efficient. We have a pair of research design in this study, which the participants will assigned to two groups with rational appeals and perceptual appeals. We used ANOVA as the statistical instrument, and the result is that different advertising appeals affected different advertising effectiveness. Besides, we found out that the rational appeals have significant difference with perceptual appeals. In this study, we also found out that different advertising appeals will be moderating by need for cognition (NFC) of consumers. Then, the high-NFC consumers had significantly different from the low-NFC consumers with their advertising appeals. As for the purchase involvement, we proved that the moderating variables are workable. Furthermore, this research also figured out that the different advertising appeals has not affected on the effects of purchase involvement with high or low.
【目錄】
摘要………………………………………………………………………… I
Abstract…………………………………………………………………… II
誌謝………………………………………………………………………… III
目錄……………………………………………………………………….... IV
表目錄……………………………………………………………………… VI
圖目錄……………………………………………………………………… VII

第一章 緒論……………………………………………………………… 1
第一節 研究背景與動機…………………………………………….. 1
第二節 研究目的…………………………………………………….. 3
第三節 研究流程…………………………………………………….. 4
第二章 文獻回顧………………………………………………………… 5
第一節 廣告效果…………………………………………………….. 5
第二節 訊息訴求…………………………………………………….. 8
第三節 認知需求…………………………………………………….. 10
第四節 購買涉入程度相關文獻…………………………………….. 12
第三章 研究方法………………………………………………………… 20
第一節 研究架構…………………………………………………….. 20
第二節 研究變數定義及衡量……………………………………….. 21
第三節 實驗設計…………………………………………………….. 28
第四節 資料分析方法……………………………………………….. 30
第四章 實證分析與結果………………………………………………….. 32
第一節 敘述性統計分析…………………………………………….. 32
第二節 信效度分析………………………………………………….. 35
第三節 假說驗證.................................................................................. 36
第四節 資料分析之結果討論.............................................................. 45
第五節 管理意涵.................................................................................. 47
第五章 結論與建議……………………………………………………….. 49
第一節 研究結論.................................................................................. 49
第二節 研究限制.................................................................................. 51
第三節 未來研究建議.......................................................................... 51
參考文獻…………………………………………………………………… 53
一、中文部份……………………………………………………………… 53
二、英文部份……………………………………………………………… 55
附錄一 實驗廣告………………………………………………………….. 59
附錄二 問卷……………………………………………………………….. 61
【表目錄】

表2-1 不同購買涉入下消費者的決策方式……………………………… 17
表3-1 認知需求量表.................................................................................... 23
表3-2 購買涉入程度量表............................................................................ 25
表3-3 廣告態度量表.................................................................................... 26
表3-4 產品態度量表.................................................................................... 27
表3-5 購買意願量表.................................................................................... 28
表3-6 廣告訴求量表.................................................................................... 28
表4-1 問卷回收統計表…………………………………………………… 33
表4-2 問卷調查之樣本描述........................................................................ 34
表4-3 干擾變數量表之敘述統計………………………………………… 35
表4-4 本研究問卷信度分析結果................................................................ 36
表4-5 廣告訴求與認知需求交互作用之多變量檢定................................ 39
表4-6 廣告訴求與消費者認知需求交互作用對廣告效果之影響............ 40
表4-7 廣告訴求對廣告效果之影響效果………………………………… 40
表4-8 理性訴求在不同認知需求上對廣告效果之影響效果…………… 41
表4-9 感性訴求在不同認知需求上對廣告效果之影響效果…………… 41
表4-10廣告訴求與購買涉入程度交互作用之多變量檢定表…………… 43
表4-11廣告訴求與購買涉入程度交互作用對廣告效果之影響................ 43
表4-12理性訴求在不同購買涉入程度上對廣告效果之影響效果……… 44
表4-13感性訴求在不同購買涉入程度上對廣告效果之影響效果……… 44
表5-1 假說與驗證結果…………………………………………………… 48
【圖目錄】
圖2-1 廣告之層級效果模式………………………………………………. 8
圖2-2 購買涉入程度與購買決策關係圖…………………………………. 18
圖3-1 研究架構……………………………………………………………. 20
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3.姜君(2004)。廣告標語與廣告訴求對廣告效果之研究。未出版碩士論文,國立台灣大學商學研究所,台北。
4.徐靜儀(2001)。廣告訴求對廣告效果影響之研究-以網頁廣告為例。未出版碩士論文,東吳大學企業管理學系,花蓮。
5.高泉豐(1994)。認知需求的概念與測量.中華心理學刊.36 ,1-20。
6.祝鳳岡(1996)。廣告理性訴求策略之策略分析.廣告學研究.8,1-26。
7.黃俊嘉(1990)。網路廣告互動功能對廣告效果影響之研究-以標題式廣告為例。未出版碩士論文,國立台灣科技大學管理研究所企業管理學程,台北。
8.黃俊英、賴文彬(1980)。涉入的理論發展與實務應用.管理科學學報.7(1),15-29。
9.張志桂(1990)。廣告訴求方式對消費者態度影響之研究。未出版碩士論文,中原大學企業管理研究所,桃園。
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8.Clarke, K. and Belk, R. (1978). The effects of product involvement and task definition on anticipated consumer effort. Advances in Consumer Research, 5, 313-318.

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