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研究生:汪承偉
研究生(外文):Cheng-Wei Wang
論文名稱:廣告推薦人相似度的廣告效果影響之研究-同志族群為例
論文名稱(外文):The advertising effect of endorser' similarity-A example of homosexual
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Shao-Cheng Cheng
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
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:145
中文關鍵詞:推薦式廣告(advertisement with endorsers)廣告溝通效果(advertising communication effect)相似性效果(similarity)品牌形象(brand image)。
外文關鍵詞:advertisement with endorsersadvertising communication effectsimilaritybrand image.
相關次數:
  • 被引用被引用:10
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  • 評分評分:
  • 下載下載:292
  • 收藏至我的研究室書目清單書目收藏:6
隨著同志意識的抬頭,同志消費市場逐漸受到重視。但回顧過往文獻對於同志消費市場方面的研究著墨甚少,因而本研究將以推薦式廣告的觀點切入同志消費市場之研究。主要以同志族群與廣告推薦人在同志身份上的相似性,以及推薦人的類型,探討對於廣告溝通效果之影響。此外,也將品牌形象以干擾變數的型態加入,希望了解廣告推薦人特性與推薦品牌形象具有一致性之與否,對於廣告效果的影響。
本研究藉由實驗設計法,採用2×2×2之因子實驗設計,分為八組實驗組。透過便利抽樣與滾雪球的方法,每組以50人為單位,共計發放400份問卷,有效回收率為91.5%。本研究結果有四,1.具有同志身份印象的廣告推薦人,比非同志身份印象的廣告推薦人之廣告溝通效果為佳。2.廣告推薦人類型的方面,名人類型的推薦人,比消費者類型的推薦人有較佳的廣告溝通效果。3.廣告推薦人對於目標族群的相似性效果,與廣告推薦人的類型,兩者是各自以獨立的方式影響廣告溝通效果。4.廣告推薦人特性與所推薦的品牌形象之一致性將會影響廣告溝通效果,並且,具有高度一致性下比低度一致性下之廣告溝通效果為佳。
With homosexual consciousness rising, the homosexual consumer marketing gradually gets more attentions. In the past, there are fewer studies about homosexual consumer marketing. This study aimed to examine the communication effect through the similar identity between the homosexual group and the endorsers and types of endorsers. To have better understanding if the congruence between the endorsers and the brand image the endorsers promote has definite influence to communication effect, therefore, the moderator variable, the brand image, is also examined in this study.
A 2×2×2 experimental design was conducted. We made proper questionnaire for the investigation. Through the methods of convenient sampling and snowball rolling, the design collected 366 valid samples.
Four conclusions are: 1. The similarity effect significantly influences the communication effects. The endorsers with homosexual identity cause greater communication effects than those without homosexual identity. 2.Celebrity endorser type causes greater communication effects than consumer type. 3.The similarity effect between the endorsers and the target group, as well as the types of endorsers, both influence advertising communication effect independently. 4.The congruence between the characters of the endorsers and brand images the endorsers promote significantly influence the communication effects. When the level of congruence is higher, the communication effect is greater.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... xi
第一章 緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 3
第三節 研究流程............... 7
第二章  文獻探討................. 9
  第一節  推薦式廣告.............. 9
  第二節  廣告溝通效果............. 19
第三節 相似性效果.............. 23
第四節 品牌形象............... 26
第五節 相關推薦式廣告實證研究........ 34
第三章  研究方法................. 39
  第一節  研究架構............... 39
  第二節  研究假設............... 41
第三節 變數之操作性定義........... 46
第四節 實驗設計............... 48
第五節 問卷設計............... 52
第六節 信度與效度分析............ 54
第七節 統計方法分析............. 55
第四章  資料處理與分析.............. 57
  第一節  樣本特性分析............. 57
  第二節  相似性效果對於廣告溝通效果之影響... 60
第三節 推薦人類型對於廣告溝通效果之影響... 66
第四節 相似性效果與推薦人類型之交互作用... 73
第五節 一致性效果對於廣告溝通效果之影響... 81
第五章  結論與建議................ 90
第一節 研究意涵............... 90
  第二節  管理實務建議............. 97
  第二節  研究限制及未來研究方向........ 99
參考文獻 ..................... 102
附錄A 研究問卷 實驗組1............ 122
附錄B 研究問卷 實驗組2............ 125
附錄C 研究問卷 實驗組3............ 128
附錄D 研究問卷 實驗組4............ 131
附錄E 研究問卷 實驗組5............ 134
附錄F 研究問卷 實驗組6............ 137
附錄G 研究問卷 實驗組7............ 140
附錄H 研究問卷 實驗組8............ 143
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李光勳(2004),廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究,私立東吳大學企業管理研究所未出版之碩士論文。

洪朝陽(2005),銷售者、產品與消費者性別屬性一致性對消費者知覺風險影響之研究,私立中國文化大學國際企業管理研究所未出版之博士論文。

陳怡君(2004),廣告代言人與品牌評價關係之研究,私立中國文化大學國際貿易研究所未出版之碩士論文。

陳玟妤(2001),旅行業領隊之平面廣告效果研究,私立中國文化大學觀光事業研究所未出版之碩士論文。

陳鉦達(2002),企業形象、服務補救期望與補救後滿意度關係之研究,私立中國文化大學國際企業管理研究所未出版之碩士論文。

陳敏郎(2001),廣告代言人對推薦品牌廣告效果影響之研究,國立交通大學經營管理研究所未出版之碩士論文。

黃銘永(2002),台灣烘焙業品牌形象建構之研究,私立中原大學企業管理研究所未出版之碩士論文。

賴仲妍(2004),廣告代言人類型、廣告訴求對廣告效果影響之研究─以原住民文化村為例,私立中國文化大學觀光事業研究所未出版之碩士論文。

掌慶琳(2003),台美旅客對國際觀光旅館之推薦式廣告效果的比較研究,私立中國文化大學國際企業管理研究所未出版之博士論文。

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