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研究生:吳裕傑
論文名稱:廣告中角色人物之可愛與否,故事有無、與推薦方式對消費者態度之影響
指導教授:張卿卿張卿卿引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:廣告研究所
學門:傳播學門
學類:廣告學類
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:84
中文關鍵詞:角色人物可愛故事推薦方式消費者態度
相關次數:
  • 被引用被引用:11
  • 點閱點閱:446
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
角色行銷已經成為常見的行銷手法。可愛通常是消費者對於角色人物的必備的要件,而角色人物的運用適合發展相對應的故事情節,此外,角色人物的推薦方式不盡相同,因此本研究試圖探討可愛與否、故事有無與推薦方式對消費者態度之影響。研究結果顯示可愛與否並不會影響到消費者態度,故事有無只有對購買意願產生影響,而主動推薦方式會讓消費者產生較好的廣告可信度、品牌態度與購買意願。所以企業在運用角色人物時應考慮主動的推薦方式,此外,也能在角色造形上加強主動推薦的元素,提升對消費者態度之影響。
第一章 緒論
第一節 研究背景------------------------------------------------------------------------ 1
第二節 研究動機與目的--------------------------------------------------------------- 2
第二章 文獻探討
第一節 代言人的理論基礎------------------------------------------------------------ 4
第二節 可愛角色代言人----------------------------------------------------------------7
第三節 故事的溝通效果---------------------------------------------------------------13
第三章 研究假設
第一節 角色代言人中造形可愛與否對廣告效果之影響------------------------17
第二節 角色代言人中故事有無對於廣告效果之影響---------------------------18
第三節 角色代言人廣告中推薦方式對於廣告效果之影響---------------------19
第四章 研究方法
第一節 研究架構------------------------------------------------------------------------22
第二節 研究方法的選擇---------------------------------------------------------------22
第三節 實驗設計------------------------------------------------------------------------23
第四節 實驗流程------------------------------------------------------------------------36
第五節 變項與概念化操作------------------------------------------------------------37
第五章
第一節 樣本數量與描述性統計------------------------------------------------------40
第二節 量表信度檢驗------------------------------------------------------------------42
第三節 變項操弄檢定------------------------------------------------------------------43
第四節 假設驗證與其他發現---------------------------------------------------------44
第五節 小結------------------------------------------------------------------------------57
第六章
第一節 發現與討論---------------------------------------------------------------------60
第二節 實務建議與未來研究---------------------------------------------------------63
第三節 研究限制------------------------------------------------------------------------65
參考文獻 ---------------------------------------------------------------------------------------66
附件一 ------------------------------------------------------------------------------------------71
附件二 ------------------------------------------------------------------------------------------75
附件三 ------------------------------------------------------------------------------------------79
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