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研究生:呂佳穎
研究生(外文):Chia-Yin Lu
論文名稱:故事型廣告結構與論點置入方式對溝通效果之影響
論文名稱(外文):Influence of the Story-Form Advertising Structure and Argument Placement on Communication Effects
指導教授:練乃華練乃華引用關係
指導教授(外文):Nai-Hwa Lien
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2008
畢業學年度:97
語文別:中文
論文頁數:91
中文關鍵詞:故事型廣告生動性廣告資訊一致性論點置入模式運輸效果
外文關鍵詞:story-form advertisingvividnessinformation congruencyarguments placementTransportation
相關次數:
  • 被引用被引用:11
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來,故事型廣告的使用在實務界上大幅提升,然而甚少有學者針對以產品為目標之故事型廣告的敘事方式以及結構進行探討,甚至了解其對消費者之說服機制以及效果。因此,本研究希望能針對故事型廣告,探討廣告中故事生動性、廣告資訊一致性以及論點置入模式等廣告要素對於廣告態度、產品態度以及記憶等廣告效果之影響,並且瞭解故事型廣告的說服路徑以及說服機制。

為驗證本研究之假設,實驗採取2(故事生動性高/低)×2(廣告資訊一致性高/低)×3(論點顯著置中/緩和置中/顯著置尾)因子實驗設計,並且剪輯12支約三十秒的廣告進行實驗。研究對象為台大、政大、師大的大學生,並採取多變量變異數分析來檢定假設。本研究之主要結論如下:

一、 故事生動性會提高觀眾的廣告態度以及產品態度,並增強廣告內容記憶
二、 觀眾對於廣告資訊一致性高之廣告具有較佳廣告態度
三、 論點置入模式中,顯著置入方式則可增加屬性論點記憶
四、 論點置入模式中,論點置中之廣告有較佳的廣告態度、產品態度
五、 故事生動性高時,一致的廣告資訊能提升廣告態度;故事生動性低時,不一致的廣告資訊則可增加屬性論點記憶
六、 在故事生動性高之廣告,在論點置中時,觀眾有顯著較佳之廣告態度以及產品態度;而故事生動性低之廣告則無顯著差異。
七、 故事生動性對產品態度、產品態度、廣告內容記憶影響以及廣告資訊一致性對廣告態度影響的路徑上,確實存在運輸效果
The use of story-form advertising in marketing tactics is enhanced in the recent years. However, researchers seldom discuss the narrative way and structure of product-targeted story-form advertising. Therefore, the goal of this study is to explore how the advertising factors, such as story vividness, information congruency, arguments placement, influence consumers’ attitudes (attitudes toward advertising and product) and consumers’ memory (memory of the story content and arguments).

A 2(high/low vividness)*2(high/low information congruency)*3(arguments placement: prominent-middle/subtle-middle/ prominent-end) between-subject factorial design was conducted for this study. Twelve advertisements were edited from a real printer ad for this experiment. Questionnaires were distributed to undergraduates in Taiwan. MANOVA was conducted to test the hypothesis. The results are revealed as follows:

1. Vividness will enhance consumers’ attitudes toward advertising and product. Besides this, it can also increase the consumers’ memory of the story content.
2. Subjects who see the version of high information congruency have better attitudes toward advertising
3. Advertisements with prominent arguments make more memory of arguments.
4. Advertisements with arguments placed in the middle make better attitudes toward advertising and product.
5. In high vividness version, high information congruency can raise the attitudestoward advertising; in low vividness version, low information congruency can increase memory of arguments.
6. In high vividness version, arguments placed in the middle will enhance consumers’ attitudes toward advertising and product; however, there is no significant effect exists in low vividness version.
7. Transportation is a mediator between vividness on attitudes toward advertising, attitudes toward product, and memory of the story content, and it also the mediator of information congruency on attitudes toward advertising.
第一章 緒論 ............................................................ 1
第一節、 研究背景與動機 ....................................................................................... 1
第二節、 研究目的 ................................................................................................... 3
第二章 文獻探討 ........................................................ 4
第一節 故事的溝通效果 ....................................................................................... 4
第二節 生動性 ....................................................................................................... 9
第三節 廣告資訊不一致性效果 ......................................................................... 11
第四節 論點之置入效果 ..................................................................................... 14
第三章 研究架構與實驗方法 ............................................. 16
第一節 研究架構 ................................................................................................. 16
第二節 研究假設 ................................................................................................. 17
第三節 研究設計 ................................................................................................. 21
第四節 抽樣方法與實驗步驟 ............................................................................. 27
第四章 研究結果分析 ................................................... 28
第一節 樣本結構 ................................................................................................. 28
第二節 信度分析與效度分析 ............................................................................. 30
第三節 操弄性檢定 ............................................................................................. 31
第四節 廣告效果分析 ......................................................................................... 33
第五節 研究結果總結 ......................................................................................... 61
第五章 結論與建議 ..................................................... 63
第一節、 研究結論與討論 ..................................................................................... 63
第二節、 行銷意涵 ................................................................................................. 69
第三節、 研究限制 ................................................................................................. 71
第四節、 未來研究建議 ......................................................................................... 73
參考文獻 ............................................................... 74
附錄 ................................................................... 81
附錄一、生動性低、廣告資訊一致性低、顯著置中組 廣告內容 ........................... 81
附錄二、生動性高、廣告資訊一致性高、緩和置中組 廣告內容 ........................... 83
viii
附錄三、生動性低、廣告資訊一致性低、顯著置尾組 廣告內容 ........................... 86
附錄四、正式問卷內容 ................................................................................................. 88
中文部分
3. 王美欣(2004) “Influence of the Story-Form Advertising on Consumer’s Attitude,”東吳大學商學院企業管理學系碩士班碩士論文。
4. 林正士(2005) 「來源國與廣告內容聯想及品牌定位不一致之廣告效果」,國立台灣大學商學研究所博士論文。
5. 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協會暨公共關係學是與實務研討會論文。
6. 賴佩婷(2005) 「品牌故事及其結構與內容在不同商品類型下對廣告效果的影響」,國立台灣大學管理學院商學研究所碩士論文。
7. 曾必芬(2005) 「不同置入方式對產品置入溝通效果之影響」,國立台灣大學管理學院商學研究所碩士論文。
8. 葛林(1980) 「兒童文學創作與欣賞」,台北:康橋

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