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研究生:張涵曦
研究生(外文):Han-hsi Chang
論文名稱:帳單廣告瀏覽行為及有效性之研究
論文名稱(外文):Research on Bill Advertising Browsing Behavior and Effectiveness
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Meng-yen Lin
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:77
中文關鍵詞:帳單廣告瀏覽行為廣告有效性廣告態度回憶與識別購買意願
外文關鍵詞:bill advertisingbrowsing behavioradvertising effectivenessadvertising attituderecall and recognitionpurchase intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:541
  • 評分評分:
  • 下載下載:114
  • 收藏至我的研究室書目清單書目收藏:2
隨著經濟活動的熱絡,帳單已成為供應商與顧客間透過服務轉移的交易行為中不可或缺的角色。本研究估計,目前國內各帳單發行機構每月需處理的帳單總數量已高達數千萬份,其耗費在帳單處理的金額高達數億元。在實務上,許多供應商已將帳單作為廣告媒體,在帳單上印製商品廣告或夾寄DM,試圖以廣告權利金收入抵銷帳單處理的成本,甚至獲利。
綜觀過去的學術研究,對於不同媒體廣告已有相當著墨,唯獨帳單廣告的研究至今無人涉獵,相關文獻亦付闕如。然而,行銷人員耗費鉅資在帳單上做廣告,但是卻沒有深入探討這些廣告到底有沒有吸引帳單收件人的注意與好感,進而說服他們去購買廣告商品;另一方面,帳單發行機構印刷廣告增加的成本是否能夠得到超額回報,都是必須探究的問題,其關鍵就在於帳單廣告是否有效。
本研究透過實驗法及問卷調查的方式,嘗試了解帳單收件人的瀏覽行為,及其對於帳單廣告的態度、回憶及識別的程度、購買的意願等,藉以衡量帳單廣告的有效性,並探討瀏覽行為對於帳單廣告有效性的影響。研究重要發現如下:
一、從帳單收件人的瀏覽習性,帳單廣告並不具有壽命長的優勢。
二、對帳單廣告本身,或相較於其他平面媒體 (如DM、報章雜誌)及電視媒體廣告,帳單收件人均持較負面的態度;對於帳單廣告產品的購買意願亦偏低。但是年齡越高的收件人對帳單廣告持越正面的廣告態度,購買意願也越高。
三、帳單收件人對帳單廣告的態度越正面,對帳單廣告回憶及識別的程度也越高,購買意願也越高;但回憶及識別的程度並不顯著影響購買意願。
四、帳單廣告的有效性在各個不同的版面並不一致,研究顯示,封套正面及背面是效果較好的廣告版面。
五、封套拆閱位置與回憶及識別並無顯著差異,從封套背面拆閱有最高的程度。
六、瀏覽時間並未顯著影響帳單廣告回憶與識別的程度。
本研究也調查了帳單收件人期望看到的帳單廣告產品種類及購買比例較高的產品,可以提供帳單發行機構及廣告主作為品項刊登決策之參考。
Along with the economic boom, the bill has been playing an indispensable role on service transaction between the supplier and the customer. This research estimates that domestic bill issuing organizations must process more than 50 millions of bills every month totally. Its consumption runs up to several hundred million dollars. In practice, many suppliers have taken the bill an advertising media. They print commercial advertising in the bill and attempt to offset bill processing cost by collecting ad-rate, even make a profit from it.
Most past studies focused on different kind of media advertising, but none studies had reported on bill advertising. However, marketers consumed big money to carry the advertisement in the bill, but nobody find out whether these advertisements actually attracted bill addressee's attention and favorable impression, and then convinced them to purchase the advertising commodity or not. On the other hand, bill issuing organizations did not know whether they obtained reasonable repayment for advertisement printing cost. All the issues must be inquired into, the key point is the effectiveness of bill advertising.
The purpose of this research is using experimentation and questionnaire survey to understand the bill addressee's browsing behavior, as well as measure their attitude, recall and recognition level, purchase intention towards bill advertising; so as to weigh the effectiveness of bill advertising and to discuss the influence browsing behavior regarding the effectiveness. The important discoveries are as follows:
1.Standing on bill addressee's browsing habit, the bill advertising does not have the superiority of long life.
2.To bill advertising itself, or compared with other print media (for example DM, newspapers and magazines) and television advertising, the bill addressee hold the negative attitude. It is also somewhat low regarding the purchase intention towards bill advertising commodities. But the higher aged addressee hold the more positive attitude towards the bill advertising, their purchase intention is also higher in general.
3.The more positive that bill addressee's attitude towards bill advertising, the higher of their recall and the recognition level, as well as their purchase intention. But the recall and recognition level do not significantly affect the purchase intention.
4.The effectiveness of bill advertising is inconsistent in different page layouts. This research reports that envelope frontage and back are more effective advertising page layouts.
5.The difference between positions which envelope's seal is opened does not act significantly on recall and recognition. Opening envelope's seal from its back causes the highest degree of recall and recognition.
6.Browsing time does not significantly affect recall and recognition degree towards bill advertising.
This may also be the first study provides a detailed description of bill addressee's expectation on bill advertising and sold commodities. This description provides bill issuing organizations and advertisers reference materials for decision-making on advertising publication.
目錄
中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
圖目錄 VII
表目錄 VIII
第壹章 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 研究程序 4
第貳章 文獻探討 5
第一節 帳單 5
第二節 廣告媒體與帳單廣告 9
第三節 廣告的有效性 16
第四節 廣告態度的研究 17
第五節 廣告回憶與識別 19
第六節 購買意願 21
第七節 其他影響廣告有效性的因素 22
第參章 研究架構與方法 23
第一節 研究架構 23
第二節 研究變數與操作型定義 24
第三節 研究假說 24
第四節 研究設計 25
第五節 資料蒐集方式 34
第六節 資料分析方法 35
第肆章 研究結果 36
第一節 信度分析 36
第二節 敘述性統計分析 36
第三節 廣告態度對回憶、識別、購買意願的影響分析 49
第四節 廣告回憶、識別對購買意願的影響分析 50
第五節 瀏覽行為對於廣告有效性的影響分析 51
第六節 廣告產品種類對於回憶與識別的影響分析 56
第七節 人口統計變數對各變數間的差異分析 57
第八節 本研究假說檢定 59
第伍章 結論與建議 60
第一節 研究發現與結論 60
第二節 理論意涵 64
第三節 管理意涵 65
第四節 研究限制 66
第五節 後續研究建議 67
參考文獻 69
附錄一、前測問卷 73
附錄二、實驗問卷 74

圖目錄
圖1- 1 研究程序圖 4
圖2- 1 紙本印刷帳單封套正面及背面示意圖 5
圖2- 2 紙本印刷帳單帳單正面及反面示意圖 6
圖2- 3 台電公司單據處理作業流程圖 9
圖3- 1 本研究架構圖 23
圖3- 2 三種研究設計的關係 25
圖3- 3 研究設計架構圖 26
圖3- 4 本研究實驗用帳單封套正反面 29
圖3- 5 本研究實驗用帳單反面4種操控產品廣告 30
圖4- 1 帳單瀏覽時間與樣本數分布圖 40

表目錄
表2- 1 不同類別帳單廣告呈現方式 11
表2- 2 主要媒體種類及其優勢與限制 13
表2- 3 不同媒體溝通屬性差異表 14
表2- 4 消費者對於各種媒體的廣告態度比較表 19
表3- 1 前測問卷信度分析 28
表4- 1 本研究問卷相關變數信度分析 36
表4- 2 性別結構分析表 37
表4- 3 樣本背景資料分析表 37
表4- 4 帳單收件人瀏覽行為分析 39
表4- 5 帳單拆閱方式分析 40
表4- 6 帳單瀏覽時間分析 40
表4- 7 帳單廣告與其他平面廣告 (如DM、報章雜誌) 態度的比較分析 41
表4- 8 帳單廣告與電視廣告態度比較分析 42
表4- 9 平日對帳單廣告產品的購買意願分析 42
表4- 10 信用卡帳單廣告產品購買經驗分析 43
表4- 11 希望看到信用卡帳單廣告產品種類分析 43
表4- 12 辨認實驗瀏覽的信用卡帳單上有無廣告的敘述分析 44
表4- 13 隨意的回憶分析 45
表4- 14 經過暗示的回憶分析 46
表4- 15 識別分析 47
表4- 16 對實驗瀏覽的信用卡帳單廣告態度分析 47
表4- 17 對實驗瀏覽的信用卡帳單上廣告產品的購買意願分析 48
表4- 18是否知道實驗提供的信用卡帳單發卡銀行對廣告態度分析 48
表4- 19 是否持有實驗提供的信用卡帳單發卡銀行信用卡對廣告態度分析 48
表4- 20 廣告態度對廣告回憶的影響分析 49
表4- 21 廣告態度對廣告識別的影響分析 49
表4- 22 廣告態度對廣告回憶與識別的影響分析 49
表4- 23 廣告態度對購買意願的影響分析 50
表4- 24 廣告回憶程度對購買意願的影響分析 50
表4- 25 廣告識別程度對購買意願的影響分析 50
表4- 26 平日瀏覽帳單廣告機率對廣告態度、購買意願的差異分析 51
表4- 27 平日再次瀏覽帳單廣告機率對廣告態度、購買意願的差異分析 52
表4- 28 帳單瀏覽時間對廣告態度的影響分析 52
表4- 29 帳單瀏覽時間對廣告回憶的影響分析 53
表4- 30 帳單瀏覽時間對廣告識別的影響分析 53
表4- 31 帳單瀏覽時間對購買意願的影響分析 53
表4- 32帳單封套拆閱位置與帳單廣告有效性的差異分析 54
表4- 33 帳單封套拆閱位置與帳單廣告有效性的卡方檢定 54
表4- 34 帳單封套拆閱位置與帳單廣告有效性的交叉分析 55
表4- 35 廣告產品種類對廣告回憶與識別的差異分析 56
表4- 36 廣告產品種類對廣告回憶與識別相關變數的交叉分析 56
表4- 37 廣告產品種類對廣告回憶與識別相關變數的卡方檢定 57
表4- 38 年齡對各連續性變數的差異分析 58
表4- 39 本研究假設檢定表 59
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