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研究生:洪雅愉
研究生(外文):Ya-yu Hung
論文名稱:低涉入商品網站廣告表現與消費者認知之研究-以衛生棉網站為例
論文名稱(外文):The Study of Website Advertising of Low Involvement Product and Consumer's Cognition: The Case of Sanitary Pad Website
指導教授:蕭湘文蕭湘文引用關係
指導教授(外文):Siang-wen Siao
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:118
中文關鍵詞:網站廣告低涉入商品互動性
外文關鍵詞:website advertisinglow involvement productinteraction design
相關次數:
  • 被引用被引用:5
  • 點閱點閱:1593
  • 評分評分:
  • 下載下載:602
  • 收藏至我的研究室書目清單書目收藏:1
隨著網路發展,網路已經成為資訊搜尋和廣告的重要傳播管道。各大品牌和商品紛紛架設專屬的商品網站,除了提供商品相關的資訊,也呈現許多互動設計。雖然商品網站廣告琳瑯滿目,但學術界對於網站廣告的研究多以高涉入的商品網站為主。因此,本研究所探究的商品網站以低涉入為主要的研究對象,不僅瞭解低涉入商品網站的實際呈現,也進一步的了解消費者對於低涉入網站的需求。
本研究分兩大面向,一為現有網站呈現的實然面,另一面則是消費者需求的應然面。研究選擇以女性的衛生棉商品為操作對象,實然面的部分將現有的五大品牌網站做為分析樣本;在消費者需求方面,則針對女性消費者的基本人口變項、消費特性和媒體使用習慣三個面向。
在網站呈現的評估層面,網站呈現則依據過去學者的研究和現行網站呈現為架構,主要分為資訊內容和互動設計兩大構面。資訊呈現分別為靜態的文本資訊和動態的多媒體資訊兩項;互動設計方面則依據互動的對象不同而區分為三個層次,分別為與網站互動的內容互動、與品牌互動的雙向傳播互動,以及與其他消費者互動的社會人際互動。
本研究的目的在於了解低涉入商品網站的實際呈現與消費者對於低涉入商品網站的需求,因此在網站實際呈現方面採用文本分析;消費者需求層面則採用問卷調查法,除了調查消費者的特性外,也詢問消費者對於各項網站呈現的需求。
研究結果發現,五大品牌的衛生棉商品網站之間在互動設計方面則有明顯的差異;消費者方面則可以發現,消費者的衛生棉購買依據、商品涉入度的購買特性,以及網路使用目的、網站廣告態度和網路使用熟練度等媒體使用習慣對於網站的呈現需求具有明顯的差異;最後,對照網站的實際呈現與消費者的需求認知,研究發現兩者之間對於部分網站的呈現類目仍有明顯的落差。
Undoubtedly, Internet becomes, and will be, an important media of information source and adverting. Websites of numerous brands and products are built not only advertizing products information but also offering many kinds of interactive designs. However, many researches about website advertising have focused on the high involvement products. Actually, the websites of low involvement products are very common. As the result, this paper focuses on the real presentation of the websites of low involvement products, and the cognition of the consumer to those websites as well.
There are two stages in this research. One is the real presentation of the websites, the other is the consumers’ cognition to the websites. The samples of this paper are the websites of sanitary pads of five well-known brands and female consumers.
The presentation of the websites was based on the previous researches and the current presentation of the websites which includes information and interactive design. Information can be classified into static text and dynamic multimedia. Depending on the objects, interactive design can be divided into three levels: text interaction (the users can interact with the website), two-way communicative interaction (the uses can communicate with the brand), and social interpersonal communicative interaction (the users can interact with the other users).
This paper focuses on the differences between the websites of the same low involvement products and the cognition of the consumers of the websites. The researcher used text analysis to evaluate the real presentations and questionnaires to evaluate the demands and characteristics of the consumers.
On the aspect of interactive design, the result showed the significance of the differences between the five websites. On the aspect of the consumers, the result revealed that the cognition of consumers, the consumers’ information sources, the involvement of the products, the motive of purchasing, the intention to use the internet, the consumers’ attitudes toward the website advertising, and the experiences of using internet do affect the real presentations of the websites. After comparing the real presentations of the websites and the cognition of the consumers, the result showed that the differences between the websites are remarkable.
第一章 緒論
第一節 研究背景-----------------------------------------------------------------------1
第二節 研究動機與目的--------------------------------------------------------------2
第三節 研究問題-----------------------------------------------------------------------3
第二章 文獻回顧
第一節 低涉入相關文獻--------------------------------------------------------------6
第二節 消費者網路使用特性-------------------------------------------------------12
第三節 網站廣告----------------------------------------------------------------------17
第三章 研究方法
第一節 研究架構與研究方法------------------------------------------------------32
第二節 衛生棉網站的類目建構---------------------------------------------------33
第三節 問卷調查---------------------------------------------------------------------37
第四章 研究結果分析與結果
第一節 衛生棉網站內容分析------------------------------------------------------44
第二節 問卷基本資料分析---------------------------------------------------------54
第三節 各構面之相關程度---------------------------------------------------------62
第四節 假設驗證---------------------------------------------------------------------78
第五章 結論與建議
第一節 結論---------------------------------------------------------------------------81
第二節 未來應用與發展------------------------------------------------------------88
第三節 研究限制---------------------------------------------------------------------91
第六章 參考文獻---------------------------------------------------------------------------92
(附錄A)正式問卷---------------------------------------------------------------------103
(附錄B)前測信度檢定----------------------------------------------------------------110
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