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研究生:鄧綺蓉
研究生(外文):Chi-Jung Teng
論文名稱:消費者的文化導向對廣告態度的影響:廣告類型干擾效果之探討
論文名稱(外文):The Effects of Cultural Orientations on Consumers’Attitudes toward Comparative Advertising
指導教授:沈永正沈永正引用關係
指導教授(外文):Yung-Cheng Shen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
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:英文
論文頁數:76
中文關鍵詞:文化導向比較性廣告個人主義集體主義水平和垂直個人和集體主義廣告態度
外文關鍵詞:cultural orientationcomparative advertisingindividualismcollectivismhorizontal and vertical individualism and collectivismattitudes toward advertising
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:0
廣告可以傳遞實質產品或服務,同時也可以藉此傳遞附加價值,也是最接近最終的消費者。當廣告策略制定時,必須要考慮消費者的生活環境。因此消費者的不同文化背景將會影響他們對不同廣告類型的廣告態度。所以此研究將探討消費者的文化導向是否影響他們對比較性廣告和非比較性廣告的態度之結果。本研究採取4x2的實驗矩陣設計,結果顯示出,個人主義的消費者喜歡非比較性廣告;集體主義的消費者喜歡比較性廣告,然而水平和垂直文化導向沒有產生任何交互作用效果。本研究推論因為文化是一種透過自我比較的過程而突顯個人價值。所以集體主義的消費者他們很注重別人的看法,在腦中會將自我觀點和他人比較,因此他們喜歡比較性廣告多過於非比較性廣告;個體主義的消費者則相反。另外,本研究發現水平和垂直文化導向的概念有許多潛在問題,會使消費者出現兩種以上的文化導向,同時四個象限的文化導向的影響都受個人主義和集體注意的影響。
Advertising conveys physical goods or services and also the added value. Advertising is close to the consumers. When the advertising strategy has been decided, it must be considered about consumers’ life in social environment. Customers will have different attitudes toward different types of advertisements because of different cultural backgrounds. Thus, this study explores the result about the culture oriented influence on customers’ attitude toward advertising when they are exposed to comparative and non-comparative advertising. We developed 4 (culture oriented: horizontal and vertical individualism and collectivism)*2 (ad type: comparative and non-comparative advertising) factorial experimental design. The results show the customer with individualism prefers non-comparative advertising and the customers with collectivism prefer comparative advertising. However, the horizontal and vertical culture did not produce any interaction effect. This study also infers two possible results. One is that culture is a self-comparison process which highlights personal value. For customers with collectivism, they have to compare their views with other people in their brains. Thus, they favor comparative advertising more than non-comparative one; so do customers with individualism. The other is that the concept about horizontal and vertical culture is a problem when consumers have two or more cultural backgrounds. At the same time, the four culture oriented concepts were affected by individualism and collectivism.
ABSTRACT I
ABSTRACT IN CHINESE II
ACKNOWLEDGEMENT III
TABLE OF CONTENT IV
LIST OF FIGURES VI
LIST OF TABLE VII
CHAPTER Ⅰ INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PURPOSE 3
CHAPTER Ⅱ LITERATURE REVIEW 4
2.1 CULTURE ORIENTATIONS 4
2.1.1 Individualism and Collectivism 4
2.1.2 Horizontal and Vertical Individualism and Collectivism 6
2.2 COMPARATIVE ADVERTISING 8
2.2.1 Comparative Advertising and Non-comparative Advertising 8
CHAPTER Ⅲ RESEARCH METHODOLOGY 13
3.1 RESEARCH FLOW, FRAMEWORK, AND HYPOTHESIS 13
3.1.1 Research Flow 13
3.1.2 Framework 13
3.1.3 Hypothesis 14
3.2 VARIABLE DEFINITION AND OPERATION 15
3.2.1 Independent Variables: Culture-Oriented 15
3.2.2 Interference Variables: Type of Ad 16
3.2.3 Dependent Variables: Attitude toward Ad 17
3.3 PRE-TEST 18
3.3.1 Pre-test 1: to find experimental products 18
3.3.2 Pre-test 2: to select function and establish the fictitious brand 21
3.4 MAIN EXPERIMENT 22
3.5 ANALYTICAL TOOLS AND METHODS 25
CHAPTER Ⅳ DATA ANALYSIS AND RESULTS 27
4.1 THE SAMPLE SIZE IN EXPERIMENTAL MATRIX 27
4.2 CHARACTERISTIC OF SAMPLES 29
4.3 MANIPULATION CHECK 31
4.4 HYPOTHESIS TESTING 33
4.5 SUMMARY 45
CHAPTER Ⅴ DISCUSSIONS AND CONCLUSIONS 47
5.1 DISCUSSIONS AND CONCLUSIONS 47
5.2 RESEARCH CONTRIBUTION 53
5.2.1 Academic contribution 53
5.2.2 Industrial Implications 53
5.3 RESEARCH LIMITATION 54
5.3.1 Experimental resource constraints 54
5.3.2 Experimental material restrictions 54
5.3.3 The scale of culture oriented translation 55
5.4 SUGGESTIONS FOR FUTURE RESEARCH 55
REFERENCES 57
APPENDIX A: PRE-TEST 1 QUESTIONNAIRE 62
APPENDIX B: PRE-TEST 2 QUESTIONNAIRE 65
APPENDIX C: QUESTIONNAIRE VERSION 1 67
APPENDIX D: QUESTIONNAIRE VERSION 2 72
Chinese
1.羅文坤,「廣告創意發想」,中國廣告學刊,第七期,179~195頁,民九十一年三月。
2.別蓮蒂,「優勢與平位比較性廣告之策略運用及溝通效果」,管理學報,第二十一卷第一期,47~62頁,民九十三年。

English
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