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研究生:陳信竹
研究生(外文):Hsin-Chu Chen
論文名稱:獨特思維廣告對創新與創新採用型態之影響分析
論文名稱(外文):The Impact of Idiosyncratic Thinking Advertise to Innovativeness and Innovation on Adoption
指導教授:鄭華清鄭華清引用關係
指導教授(外文):Hua-Ching Cheng
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
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:2008
畢業學年度:96
語文別:中文
論文頁數:70
中文關鍵詞:獨特思維認知取向創新消費者感官取向創新消費者
外文關鍵詞:idiosyncratic thinkingcognitive innovatorsensory innovator
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獨特思維是一個對廣告有影響的思維(Coulter and Punj, 2007)。而Venkatraman(1991)提出,真正的創新消費者擁有驅使人購買新產品的潛在個人特質,且可以分為認知與感官兩群。因此,本研究透過這三位學者所提出之論點作為主軸,探討獨特思維對於創新消費者之影響。本研究將受測者分為實驗組與對照組,運用K-means分群法將創新消費者分成兩群,並透過其他相關檢定進行分析。最後本研究發現,1.在創新消費者中,不全然可以分為感性與理性,並分析出低情感與高情感兩群。2.在實驗組中,發現正面與反面思維在高涉入方面獲得顯著支持,代表著在新產品開發時與學者的理論相契合;在獨特思維方面,只有低涉入與理論相契合,如同推敲可能性理論,在低涉入中易受其他無關思維影響,相對於高涉入,無關思維完全無法發揮作用。3.在對照組與實驗組裡,對於品牌偏好獨特思維全力支持,而且是負顯著,代表不管情感高低、有無高低涉入、有無提供充分資訊,越多無關只會干擾消費者決策,讓消費者越不能集中心思。
Idiosyncratic thinking had influence on thinking for the ad (Coulter and Punj, 2007). And Venkatraman (1991) suggested that the real innovation consumers who own potential personal characters on purchasing new products are driven by cognitive and sensory groups. Therefore, this research based on three scholars’ views carries on the discussion that the main axle influence regarding idiosyncratic thinking to the innovation consumer. This research was separated a experimental group from a control group; using the way of K-means clustering for innovative consumers was divided into two groups then used other correlated tests on analysis. Finally, the research found: 1. In the innovation consumer, can not completely divided into the sensitivity and the rationality, and analysis of low and high emotion the two groups. 2. The finding in the experimental group that positive and negative thinking in high-involvement were significant and represented the new product development fit the academic theory ; however, only low involvement fit the theory in a idiosyncratic thinking aspect. 3. In the control group and experimental group, it was negative that the brand preference fully support the idiosyncratic thinking. It presented that no matter that sufficient or insufficient information, high involvement or low involvement and high emotion or low emotion, more no concernments made consumers not to concentrate on making decisions and affecting decisions.
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  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 2
  第三節  研究流程............... 4
第二章  文獻探討.................  5
  第一節  廣告................. 5
  第二節  創新消費者類型............ 11
  第三節  廣告思維............... 19
  第四節  獨特思維與品牌態度.......... 22
第三章  研究方法................. 28
  第一節  研究架構............... 28
  第二節  研究假設............... 29
  第三節  研究變數之操作性定義與問卷設計.... 30
  第四節  實驗設計............... 34
  第五節  統計方法............... 36
第四章  實證分析與結果.............. 38
  第一節  問卷回收與樣本分析.......... 38
  第二節  衡量各構面信度............ 39
  第三節  實驗設計檢測評估分析結果....... 40
第五章  結論與建議................ 46
  第一節  研究結論............... 46
  第二節  對管理實務反思............ 48
  第三節  研究限制與後續研究之建議....... 48
參考文獻 ..................... 50
附錄A  研究問卷................. 63
表 2- 1 廣告定義.................. 6
表 2- 2 廣告目的.................. 10
表 2- 3 創新消費者類型比較............. 14
表 2- 4 獨特思維相關研究.............. 24
表 3- 1 獨特思維之各變數與操作性定義及衡量問項... 30
表 3- 2 訊息思維之各變數與操作性定義及衡量問項... 31
表 3- 3 創新消費者之各變數與操作性定義及衡量問項.. 32
表 3- 4 品牌偏好之各變數與操作性定義及衡量問項... 33
表 3- 5 人口統計變數之問項及選項.......... 33
表 4- 1 實驗組與對照組構各面信度分析項....... 40
表 4- 2 資料分析.................. 41
表 4- 3 品牌態度的影響............... 42
表 4- 4 正面思維、反面思維與獨特思維對情感(涉入)高低
的影響................... 43
表 4- 5 品牌偏好對正面思維、反面思維與獨特思維... 45
表 4- 6 假設驗證一覽表............... 45
圖 1- 1 研究流程.................. 4
圖 3- 1 研究架構.................. 28
一、中文部份

朱怡璇(2004),從個體的享樂與實用消費價值,探討廣告訴求呈現、產品功能屬性對廣告說服效果的影響-以科技產品為例,國立政治大學廣播電視學研究所未出版碩士論文。

朱曉幸(1997),理性及感性訴求方式在不同產品涉入程度下的比較廣告效果,國立交通大學管理科學研究所未出版碩士論文。

吳怡慧(2007),汽車廣告訴求與廣告標語對廣告效果影響之研究-以產品相關訊息為干擾,天主教輔仁大學心理學研究所未出版碩士論文。

林正安(2006),民眾看電視的時段總覽,來源:http://211.75.90.29/ cgi-bin/big5/file/pu50?&q1=v2&q22=3461&q7=20&q8=20080615-61.221.84.737:59&q9=1&q2=1&q33=民眾看電視時段總覽&q34=&q35=&q36=&q37=&q23=&q99= [2006, August 29]。

林震岩(2005),多變量分析-SPSS的操作與應用,台北:智勝文化事業有限公司。

邱振崑(2005),SPSS統計教學實例應用,台北:文魁資訊股份有限公司。

柳婷(1999),廣告與行銷,台北:五南文化廣場。

祝鳳岡(1995),廣告感性訴求策略之策略分析,廣告學研究,第五期,85-112。

祝鳳岡(1996),廣告理性訴求策略之策略分析,廣告學研究,第八期,1-26。

康惠雯(2002),邏輯斯迴歸分析在資料採礦上之應用,東海大學統計學研究所未出版碩士論文。

許安琪,樊志育(2002),廣告學原理,台北:揚智文化事業股份有限公司。

陳正龍(2004),顧客產品知識、媒體類型與廣告訴求對廣告效果之研究,中國文化大學國際企業管理研究所未出版碩士論文。

陳順吉(2007),天真善良或不懂反省批判-台灣人是否真的相信廣告[線上資料],來源:http://www.isurvey.com.tw/cgi-bin/ big5/file/pu50?&q1=v2&q22=3909&q7=20&q8=20080615-61.221.84.734:16&q9=1&q2=1&q33=天真善良或不懂反省批判?台灣人是否真的容易相信廣告?&q34=&q35=&q36= &q37=&q99= [2007, November 19]。

陳順吉(2007),從台灣廣告節談廣告公司的困境(二)-消費者接觸媒體行為的改變[線上資料],來源:http://www. isurvey.com.tw/cgi-bin/big5/file/pu50?&q1=v2&q22=3607&q7=20&q8=20080615-61.221.84.737:46&q9=1&q2=1&q33=從「台灣廣告節」談廣告公司的困境(二)-消費者接觸媒體行為的&q34= &q35=&q36=&q37=&q99= [2007, January 15]。

陳順吉(2007),新富階級(二)-大眾傳播媒體接觸行為的特性[線上資料],來源:http://www.isurvey.com.tw/cgi-bin/big5/file/ pu50?&q1=v2&q22=3711&q7=20&q8=20080615-61.221.84.731:18&q9=2&q2=1&q33=新富階級(二):大眾傳播媒體接觸行為的特性&q34=&q35=&q36=&q37=&q99= [2007, April 24]。

童曉君(1999),廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響,元智大學管理研究所未出版論文。

黃喬婷(2005),廣告訴求對廣告效果的影響-以市場成熟度與產品知識為干擾變項,長庚大學企業管理研究所未出版碩士論文。

楊中芳(2001),廣告的心理原理,台北:遠流出版事業股份有限公司。

廖榮文(1999),品牌概念形象與廣告訴求對廣告效果之影響,東吳大學企業管理研究所未出版碩士論文。

榮泰生(2000),廣告策略,台北:五南圖書出版有限公司。

謝文雀(2007),行銷管理-亞洲觀點第四版,台北:華泰文化。

羅文坤,藍三印(1993),廣告心理學,台北:天馬出版社。

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