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研究生:林女婷
研究生(外文):Nu-ting Lin
論文名稱:廣告訴求、圖片類型與產品類型對廣告效果影響之研究
論文名稱(外文):The Study of Effect of Advertising by Advertising appeals, Pictures, and Product Category
指導教授:林陽助林陽助引用關係
指導教授(外文):Yang-Chu Lin
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:112
中文關鍵詞:產品類型廣告訴求圖片類型廣告效果
外文關鍵詞:Product categoryAdvertising appealsPicture typesAdvertising effect
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廣告為行銷策略中常見的手法之一,然而一則好的廣告除了要令人賞心悅目之外,還必須要說服消費者購買,才算達成它的使命。在平面廣告中,文字與圖片為影響成敗的重要因素,本研究亦加入產品類型為干擾變數,探討在不同產品類型下,應用不同的圖文搭配方式對廣告效果帶來的影響。希望藉由產品的分類來找出適合的圖文搭配方式,以期提供廣告設計人員做策略思考的參照。
本研究採實驗設計,以理性與感性兩種文字訴求、實體呈現及心像化兩種圖片類型做為自變數,搜尋品及體驗品兩種產品類型做為干擾變數,共八個實驗組進行實證研究,探討三者對廣告效果的影響,以廣告回憶率、廣告態度、品牌態度及購買意願來衡量之。
結果發現文字訴求對廣告效果有顯著的影響,採感性訴求會比理性訴求帶來較高的廣告回憶率。產品類型與文字訴求、產品類型與圖片類型間都具有交互效果,搜尋品搭配理性訴求有較好的廣告態度與品牌態度,搭配實體呈現圖片有較好的購買意願;體驗品搭配感性訴求有較好的廣告回憶率、廣告態度及品牌態度,搭配心像化圖片有較高的廣告回憶率。產品類型、文字訴求、圖片類型三者間也具有交互效果,兩種產品搭配感性訴求及心像化圖片都會帶來較高的廣告回憶率,另外,搜尋品搭配理性訴求及實體呈現圖片會有較佳的廣告態度、品牌態度及購買意願;體驗品搭配感性訴求及心像化圖片會有較佳的廣告態度。
Advertisement is one of the common tactics of marketing strategy. As an excellent advertisement, it can not only make people pleasing, but also persuade consumers to buy. In the print advertisement, words and pictures are two important factors. This research is also put into the product category to moderate the relationship between advertising appeals, pictures, and advertisement effect. And explores how appeals and pictures work on advertising effect for two different product category. Hope that the product category is useful for providing a frame of reference to guide strategic thinking, and believe that appeals and pictures vary in importance, depending on the category into which a product falls.
This research adopts a 2×2×2 between-subjects experimental design. Independent variables were advertising appeals (rational versus emotional appeal) and picture types (physical representation versus visualization), moderate variable was product category (search products versus experience products), and dependent variable was advertising effect (including recall, attitude toward the ad, attitude toward the brand, and purchase intention).
The result of the research shows that the advertising appeals have significant influence on advertising effect, advertisement with emotional appeal results in higher levels of recall than rational appeal. The product category and advertising appeals, the product category and picture types have interaction on advertising effect. As for search products, advertisement with rational appeal results in higher levels of attitude toward the ad and attitude toward the brand than emotional appeal, advertisement with physical representation picture results in higher levels of purchase intention than visualization picture. As for experience products, advertisement with emotional appeal results in higher levels of recall, attitude toward the ad and attitude toward the brand than rational appeal, advertisement with visualization picture results in high levels of recall than physical representation picture. Finally, three variables have interaction on advertising effect. Both product category with emotional appeal and visualization picture result in high levels of recall. Otherwise, as for search products, advertisement with rational appeal and physical representation picture result in greater attitude toward the ad, attitude toward the brand, and purchase intention than other combination. As for experience products, advertisement with emotional appeal and visualization picture result in greater attitude toward the ad than other combination.
目錄
第一章 緒論
第一節 研究背景與動機…………………………………………………………… 1
第二節 研究目的…………………………………………………………………… 4
第三節 研究流程 ……………………………………………………………………5
第二章 文獻探討
第一節 廣告訊息訴求……………………………………………………………… 6
第二節 廣告圖片類型………………………………………………………………14
第三節 產品類型……………………………………………………………………18
第四節 廣告效果……………………………………………………………………28
第三章 研究方法
第一節 研究架構……………………………………………………………………35
第二節 研究假設……………………………………………………………………36
第三節 變數操作型定義與衡量方法………………………………………………40
第四節 前測…………………………………………………………………………44
第五節 研究設計……………………………………………………………………52
第六節 資料蒐集與分析方法………………………………………………………55
第四章 研究結果
第一節 樣本分佈……………………………………………………………………56
第二節 量表信度與效度分析………………………………………………………58
第三節 操弄檢定……………………………………………………………………59
第四節 假設檢定……………………………………………………………………63
第五章 結論及建議
第一節 研究結論……………………………………………………………………73
第二節 行銷實務上的涵義…………………………………………………………79
第三節 研究限制……………………………………………………………………81
第四節 後續研究之建議……………………………………………………………83
參考文獻……………………………………………………………… 85
附錄…………………………………………………………………… 96

圖目錄

圖1-1研究流程圖 …………………………………………………………………5
圖 2-1 品牌選擇機制 ……………………………………………………………10
圖 2-2 FCB模式與相關理論整合………………………………………………24
圖 2-3 同時考慮理性與感性之產品分類模式 …………………………………24
圖 2-4 二階段記憶流程圖 ………………………………………………………29
圖 2-5 三階段記憶流程圖 ………………………………………………………29
圖 2-6 情感轉移假說(ATH)………………………………………………………31
圖 2-7 雙重中介假說(DMH) ……………………………………………………32
圖 2-8 相互中介假說(RMH) ……………………………………………………33
圖 2-9 獨立影響假說(IIH) ………………………………………………………33
圖 3-1 本研究之觀念性架構 ……………………………………………………35

表目錄

表 2-1 廣告訊息訴求的類型…………………………………………………… 7
表 2-2 消費性產品分類方式彙整………………………………………………18
表 2-3 影響功利性訴求與價值傳達訴求的因素………………………………25
表 3-1 第一次前測產品分類結果………………………………………………45
表 3-2 第二次前測各量表之信度分析…………………………………………47
表 3-3 搜尋品文案訴求與吸引力之成對T檢定………………………………47
表 3-4 體驗品文案訴求與吸引力之成對T檢定………………………………48
表 3-5 四張廣告圖片類型之成對T檢定………………………………………50
表 3-6 四張廣告圖片吸引力之成對T檢定……………………………………51
表 3-7 本研究實驗架構及代碼…………………………………………………52
表 4-1 實驗情境之有效樣本結構表……………………………………………56
表 4-2 有效樣本之個人特質變項統計表………………………………………56
表 4-3 正式問卷各量表之信度分析……………………………………………58
表 4-4 不同產品類型下,廣告文字訴求之操弄檢定…………………………60
表 4-5 不同產品類型下,廣告文字訴求喜好程度之分析表…………………60
表 4-6 搜尋品下,廣告圖片類型之操弄檢定…………………………………61
表 4-7 體驗品下,廣告圖片類型之操弄檢定 ……………………………… 61
表 4-8 不同產品類型下,廣告圖片類型喜好程度之分析表…………………62
表 4-9 整體模式之MANOVA分析…………………………………………… 63
表 4-10 不同廣告文字訴求下對廣告效果的影響………………………………64
表 4-11 搜尋品下,不同文字訴求對廣告效果的影響…………………………65
表 4-12 體驗品下,不同文字訴求對廣告效果的影響…………………………66
表 4-13 搜尋品下,不同圖片類型對廣告效果的影響…………………………67
表 4-14 體驗品下,不同圖片類型對廣告效果的影響…………………………68
表 4-15 搜尋品下,文字訴求與圖片類型交互效果對廣告效果的影響………69
表 4-16 搜尋品下,不同圖文搭配方式之LSD事後檢定…………………… 70
表 4-17 體驗品下,文字訴求與圖片類型交互效果對廣告效果的影響 …… 71
表 4-18 體驗品下,不同圖文搭配方式之LSD事後檢定…………………… 71
表 5-1 本研究假設與結果………………………………………………………73
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網站資料

1.邱莉玲,2001/5/8,「用踢踏舞跳出市場律動 白蘭氏雞精「踢踏舞」篇廣告和市場分析」,線上廣告http://www.adol.com.tw/adOnline/adOnlineStudyMain.asp?NewsId=News0508172451
2.凱洛媒體週報,2007/3/14,「2006年廣告量環境分析」,全球華文行銷知識庫http://www.cyberone.com.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=CaratWeekly&MMContentNoID=39328
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