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研究生:何政浩
研究生(外文):Cheng-hao Ho
論文名稱:信任、主觀規範、涉入程度與知覺價值之研究-以電視關鍵字搜尋廣告為例
論文名稱(外文):An Examination of the Relationship among Trust, Subjective Norm, Involvement and Perceptions Value – An Empirical Study of Television Keyword Advertising
指導教授:郭冠樟郭冠樟引用關係
指導教授(外文):Kuan-chang Kuo
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系(所)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:127
中文關鍵詞:消費者行為整合行銷計劃行為理論關鍵字行銷
外文關鍵詞:Integrated MarketingKeyword MarketingTheory of Planned BehaviorConsumer Behavior
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  關鍵字行銷是在整合行銷概念下所發展出的一種新型態行銷模式,其將電視、廣播、報章雜誌及網際網路等媒體,透過網路搜尋引擎進行整合,造成行銷效果上的綜效。關鍵字行銷的核心為關鍵字廣告,依照使用媒體的不同大致可分為網路、電視、平面、戶外和廣播五種類型,其中又以電視關鍵字廣告所能接觸的消費者最多也最為常見。在台灣地區,電視關鍵字廣告在2007年開始興起,近年已成為一種常態性的廣告型式,哪些因素會影響消費者搜尋廣告關鍵字儼然成為廣告主所關注的焦點。
  本研究以計劃行為理論為核心,結合MZD模型探討信任、主觀規範、涉入程度及知覺價值之間的相互關係,以及對關鍵字搜尋意願及購買行為的影響。總計發放問卷580份,有效樣本402份,有效回收率69.3%,並使用SEM進行假設驗證。結果顯示,本研究之11項假設均獲得支持,顯示在計劃行為理論中加入信任、涉入程度與知覺價值三項變數後,可以更完整地解釋消費者行為;並且計劃行為理論中的態度和知覺行為控制得以使用知覺價值替代加以衡量;最後,在信任、主觀規範、涉入程度及知覺價值等四項影響電視關鍵字廣告的消費者行為的變數中,信任為最重要之關鍵影響因素。
   The “Keyword Marketing” is a new type of marketing model. It was developed based on the concept of integrated marketing. It integrates the media of television, radio, newspapers, magazines and internet through internet search engines. It creates an effect on marketing synergy. The core of keyword marketing is keyword advertising. According to applied media, it can be divided into five categories: internet, television, printed media, outdoor billboards and radio. The television keyword advertising which is used and contacts with consumers is more than other categories. In Taiwan, the TV keyword advertising rose in 2007, has become a most popular type of advertisement in recent years. “What factors will affect the consumers to search TV advertising’s keywords?” The answer is the concern of advertisers and this research.
  This study combines the Theory of Planned Behavior (TPB) and MZD model, which will explore the inter-relationship among these 4 factors, Trust, Subjective Norm, Involvement and Perceptions Value. In addition, it analyzes the effect of these 4 factors for search intention and purchase behavior. This study builds model and hypothesis according to literatures, The numbers of issued and responded questionnaire are 580 and 402, the rate of return is 69.3%, who have experience search television keyword advertisings. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results are as follows:
(1)This study have 11 hypotheses that all significant.
(2)We can more fully explain consumer behavior in the TPB by adding three variables: trust, involvement and perceived value.
(3)The attitudes and perceived behavioral control can be substitute by the perceived value.
(4)The key factors is trust about the consumer behavior for television keyword advertising, from the trust, subjective norms, involvement and perceived value.
第一章 緒論
 第一節 研究背景
 第二節 研究動機
 第三節 研究目的
 第四節 研究流程

第二章 文獻探討
 第一節 電視關鍵字廣告
 第二節 計劃行為理論
 第三節 MZD 模型
 第四節 信任
 第五節 涉入程度
 第六節 知覺價值

第三章 研究設計
 第一節 研究架構及假設
 第二節 變數操作型定義與衡量
 第三節 問卷設計
 第四節 抽樣設計與資料蒐集方式
 第五節 資料分析方法

第四章 資料分析
 第一節 樣本結構分析
 第二節 複選題分析
 第三節 交叉分析
 第四節 問卷信度與效度分析
 第五節 模式配適度分析
 第六節 假說驗證

第五章 結論與建議
 第一節 研究結論
 第二節 管理意涵
 第三節 研究貢獻
 第四節 研究限制
 第五節 後續研究建議

中文文獻
英文文獻
附錄一 關鍵字廣告運作流程
附錄二 電視關鍵字廣告畫面截圖
附錄三 電視關鍵字廣告片段剪影
附錄四 研究問卷
中文部份
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