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研究生:陳秀文
研究生(外文):Hsiu-wen Chen
論文名稱:故事型廣告對廣告效果的影響─以保險經紀服務業為例
論文名稱(外文):The Influences of Narrative Advertising on the Advertising Effect ─The Case of Insurance broker company’s service
指導教授:何照義何照義引用關係
指導教授(外文):Tsau-Yi Ho
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:77
中文關鍵詞:故事型廣告消費者專業知識廣告情緒廣告效果
外文關鍵詞:Narrative AdvertisingConsumer ExpertiseAdvertising EmotionAdvertising Effect.
相關次數:
  • 被引用被引用:7
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緣於九零年代興起的敘事理論,主要就是探討在廣告中加入說故事的元素,以故事型廣告的方式與消費者進行溝通,喚起消費者對廣告資訊進行「故事型資訊處理」,傳遞其廣告意涵,達成廣告效果。本研究目的主要探討故事型廣告的表現方式、消費者的專業知識以及廣告情緒對廣告效果影響。研究以2X2之實驗設計,並以金融服務業中保險經紀人公司的諮詢服務平面廣告作為之實驗產品,以問卷方式對學生及上班族群進行施測,共收集到348份有效樣本。經統計分析後所得之結論如下:相較於只提供產品介紹的平面廣告,在廣告中加入一段故事,有助於提升消費者的廣告態度、品牌態度以及購買意願。在消費者專業知識程度的干擾下,新手消費者比專家消費者較易受到故事型廣告的影響,喚起較高的廣告情緒反應,並有較佳的廣告效果。無論廣告的呈現形式為何,在接受廣告刺激後,消費者均會透過其情緒反應的中介影響,進一步影響的廣告效果。
The Narrative Theory which began in 90’s mainly concerned the adding of storytelling element to advertisement. This adding facilitates the communication with consumers, arouses the consumer by narrative processing to understand the advertisement information, delivers the advertisement meaning, and finally achieves the advertisement effect. The purpose of the present study is to explore the influence of the narrative advertising, consumer expertise and advertisement emotion on advertisement. The study utilized a 2X2 factorial experimental design and selected a insurance broker company’s consulting service advertisement as the experiment object. We applied a proper questionnaire method to investigating the student and office worker. 348 valid samples were collected. After analyzing the data, the conclusions are as follows: Compared to the advertisement that only provides the product information, putting a story in the advertisement is helpful in promoting the advertisement attitude, brand attitude and purchase intention. Under the interference of the consumer professional knowledge degree, the novice consumer is easier to receive the influence of narrative advertisement, to arouse the higher advertisement emotion to respond, and is more prone to the advertisement effect than the expert consumer. No matter which form of advertisement is, after consumers are stimulated by the advertisement, the advertisement effect on consumers will be mediated by the emotion response.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 故事型廣告 5
第二節 消費者專業知識 11
第三節 廣告情緒 16
第四節 廣告效果 21
第五節 故事型廣告、廣告情緒與廣告效果之關係─以消費者專業知識為干擾變數 25
第三章 研究方法 28
第一節 研究架構 28
第二節 研究變數之定義與衡量 29
第三節 研究假設 31
第四節 研究設計 32
第五節 問卷設計 35
第六節 問卷前測與量表信效度分析 38
第七節 資料蒐集與分析方法 43
第四章 實證分析 46
第一節 樣本描述 46
第二節 假說檢定 47
第五章 結論與建議 53
第一節 研究結論 53
第二節 行銷意涵 55
第三節 研究限制 57
第四節 未來研究建議 59
參考文獻 61
附錄 66
附錄一 正式問卷 66
附錄二 保險經紀人公司平面廣告(故事型) 69
附錄三 保險經紀人公司平面廣告(非故事型) 70
一、中文部份
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2.王紹遠 (1992),感性訴求廣告對廣告效果影響路徑之研究─以行動電話服務廣告為例,銘傳大學管理科學碩士班未出版碩士論文。
3.吳昭怡(2003),給產品說一個故事,天下雜誌,286期,頁160-162。
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6.陳潔儒 (2001),探討不同產品之廣告所引發的情感反應、認知反應、廣告態度與廣告說服力之因果關係,國立成功大學企業管理學系碩士班未出版碩士論文。
7.黃光玉(2005),說故事打造品牌:一個分析的架構,第十三屆中華民國廣告暨公共關係國際學術與實務研討會論文。
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