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研究生:陳政憲
研究生(外文):Jheng Sian Chen
論文名稱:聯結效果及訊息來源可信度對廣告效果的影響
論文名稱(外文):The Study of Engagement Effect and Message Source Credibility on Advertisement Effect
指導教授:留淑芳留淑芳引用關係
指導教授(外文):Shu Fang Liu
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業系
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:2009
畢業學年度:97
語文別:中文
論文頁數:69
中文關鍵詞:聯結效果訊息來源可信度訊息涉入廣告效果
外文關鍵詞:Engagement EffectMessage Source CredibilityMessage InvolvementAdvertisement Effect
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所謂廣告「聯結效果」(engagement effect) 指藉將廣告文案(copy)與其他非廣告文案的訊息作上下文之呈現,目的使消費使同時取得產品之相關訊息,減少資訊搜尋成本,藉以提升廣告效果。目前聯結效果在學術上研究的相關有限,但卻已經廣泛應用於許多商業行為中,尤其在景氣萎靡的現在。本研究主要探討廣告主如何運用聯結的廣告配適方式,以產生較佳的廣告效果。
本研究操弄廣告聯結效果及訊息來源可信度為自變項,同時,將訊息接受者的訊息涉入程度作為干擾變項探討對廣告效果(廣告態度、品牌態度、購買意願)的影響,本研究有效問卷共有240份。
研究結果顯示: 高聯結及高訊息來源可信度形成的廣告效果顯著優於低聯結及低訊息來源可信度,且當聯結與訊息來源可信度交互作用時,對於廣告效果具有顯著正向影響,唯有對品牌態度不顯著,整體而言,聯結效果與訊息來源可信度交互作用對廣告效果而言仍是顯著正向影響。在訊息涉入(高/低)的干擾下,唯其訊息來源可信度高低對廣告效果存在顯著差異,聯結效果在訊息涉入干擾下,對廣告效果不存在顯著差異,在本研究結果可提供廣告商暸解消費者面對廣告時,作為廣告配置之參考依據。
The Advertisement "engagement effect" means messages of advertising copies and other non-advertisement present a context. This purpose promotes advertised effect and makes consumers obtaining the related message of products and reduces the cost for the information search at the same time. At present, the engagement effect on academic study is kind limited, but it has been widely used in many commercial acts. Especially, in this recession period, how the advertisers use the most efficient way to allocate advertisement, and create higher advertising effect.
The study manipulates engagement effect and message source Credibility as independent variables. The message receiver of involvement level is the interference to explore the affect of advertising effect. There are 240 effective questionnaires in this research.
The results show : High engagement effect and high message source credibility produce better advertisement effect than lower. The interaction of engagement effect and message source Credibility has produce significantly positive advertisement effect,but attitude toward the brand not significant effect, overall, The interaction of engagement effect and message source Credibility has still positive remarkable advertisement effect. In message involvement of the interference, only message source Credibility level have remarkable advertisement effect, engagement effect of the interference ,not have remarkable advertisement effect ,this study provides some suggestions as references for advertiser when allocate and set advertisement.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 廣告效果 3
第二節 聯結效果相關研究 7
第三節 訊息來源可信度 10
第四節 訊息涉入 14
第三章 研究方法 19
第一節 研究架構及假設檢定 19
第二節 實驗架構 21
第三節 變數操弄與衡量 22
第四節 實驗設計 24
第五節 問卷設計 27
第六節 資料分析方法 30
第四章 資料分析結果 31
第一節 樣本敘述性統計分析 31
第二節 信度及效度分析 33
第三節 研究假設驗證 35
第四節 研究檢定總整理 51
第五章 研究結論與建議 52
第一節 研究結論 52
第二節 行銷意涵與實務建議 54
第三節 研究限制與未來研究方向 55
參考文獻 57
附錄一:問卷 64
附錄二:實驗網頁介紹 66
參考文獻
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網路參考文獻
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