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研究生:林潔瑩
研究生(外文):Chieh-Ying Lin
論文名稱:虛擬通路的廣告訴求對消費者購買意願之研究
論文名稱(外文):An Investigation of Consumers'' Purchasing Willingness to the Advertisement Appeal of Vitural Channel.
指導教授:朱國光朱國光引用關係
指導教授(外文):kuo-Kuang chu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
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:77
中文關鍵詞:事實訊息線索品牌形象創意虛擬通路特性購買意願
外文關鍵詞:Factual Information Cue. Brand Image Originality
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不論任何的年齡,當你的世界和網路接上了線,觸角延伸的同時也和世界的頭腦接上軌道,虛擬的世界也是消費者的真實世界。倘若站在整合行銷的角度,我們用策略規劃的視野,來看虛擬通路市場的廣告風貌,它已經顛覆了傳統的廣告訴求模式。
隨著時代改變,因應產生的媒體與通路型態,在廣告訴求媒介改變下的網路時代,正發展出屬於新時代的廣告訴求,透過本研究結果發現,除了過去學者所提出的各種廣告訴求類別外,虛擬通路在研究分析中,以自變數的角色對於購買意願有著非常顯著正向的影響,甚至更大於理性訴求的「事實訊息線索」與感性訴求的「品牌形象創意」。虛擬通路發展成屬於自己的獨特訴求訊息,本研究依據實証發現探討其價值,提供對業界及學界的建議,指出本研究的限制及未來研究方向。
藉由這項研究結果的實証支持,通路媒體和廣告訴求的新思考,在溝通媒介轉變下的網路時代中,該如何吸取新觀念掌握多元化的通路訴求,為虛擬通路打造客製化的訴求表現,獨立自己的訴求風格,才有辦法發揮虛擬通路的廣告效果,擴大行銷價值,而不是只把廣告行銷中訴求技巧數位化而已。
No matter at any age, when your world connect with internet, extend the field of vision meanwhile connect to the track of world brains. Virtual world is also consumer’s real world. From the point of view of integrated marketing, we adopt strategy planning to view the advertisement appearance of virtual channel market. It has been formed to subvert the traditional advertisement appeal pattern completely.
Along with the time change and technology advance, the media and channel pattern is developing different advertisement appeal, which belong to a new age under the era of the internet. The object of this research is to find out, except the various advertisement appeals many of the scholars had brought up, the virtual channel in this research, as the role of an independent variable have positive effects on purchase intention, moreover, the influence is greater than the「factual Information Cue」of rational appeal and the 「Brand Image Originality」of emotional appeal. Virtual channel develop to unique message appeal which belong to oneself. This study is evidence-based to find out and probe into the value, and providing some suggestions to both academicians and practitioners.
Through the evidences of this study to support the new thinking of channel media and advertisement appeal under the era of the internet, how to absorb new concept and command diversified channel appeal to let virtual channel appeal is customized and unique style, then will be able to bring the advertisement effect of virtual channel into play, expend the marketing value, not only digitalize the advertisement appeal.
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第四節 本文架構 6
第貳章 文獻探討 7
第一節 廣告訴求 7
第二節 消費者購買意願 14
第三節 虛擬通路 21
第參章 研究設計與方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 研究對象與問卷設計 27
第四節 統計分析方法 33
第肆章 資料分析 36
第一節 前測信度分析 36
第二節 正式問卷人口統計資料 37
第三節 信度分析 38
第四節 事實訊息線索對購買意願的影響 39
第五節 品牌形象創意對購買意願的影響 41
第六節 虛擬通路特性對事實訊息線索與購買意願關係之干擾效果 42
第七節 虛擬通路特性對品牌形象創意與購買意願關係之干擾效果 47
第八節 人口統計變數對購買意願之變異數分析 52
第伍章 結論 53
第一節 研究發現與結論 53
第二節 企業發展的建議 57
第三節 研究限制與未來建議 58
參考文獻 60
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