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研究生:陳志維
研究生(外文):Chi-Wei Chen
論文名稱:啤酒品牌形象與青少年休閒動機訴求相似度之廣告效果─兼論代言人性別之干擾效果
論文名稱(外文):The advertising effect of similarity between beer brands image and youth leisure motivation appeals─On the moderating role of spokesperson gender
指導教授:蘇哲仁蘇哲仁引用關係
指導教授(外文):Che-Jen Su
口試委員:蔡木霖鄔榮霖
口試日期:2012-06-09
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:117
中文關鍵詞:廣告效果形象移轉廣告代言人休閒動機
外文關鍵詞:advertising effectImage Transferspokespersonleisure motivation
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本研究探討啤酒廣告所訴求的休閒動機與品牌形象間的相似度,廣告代言人以及兩者之間的交互作用之關係。
本研究採用實驗設計,經過前測挑選出與啤酒品牌形象高低相似度的兩種休閒動機,並放上不同性別的代言人來製作出四種實驗廣告,本研究採取2x2的實驗設計。
本研究以青少年為主,年齡介於15歲到17歲之間,以集群隨機抽樣法分派實驗廣告及問卷進行調查,總共發出377份,實際有效問卷為377份,並以SPSS18.0統計套裝軟體進行資料分析。
本研究之研究結果有1. 當品牌形象─休閒動機低相似度對未來購買意願具有正向影響。2. 女性代言人對於廣告態度、品牌態度具有正向影響。3.品牌形象─休閒動機相似度與代言人性別的交互作用中對於形象移轉具有顯著影響。

The purpose of this study was to investigate the similarity between the appeals of leisure motivation and brand image in the beer advertisings, spokesperson, as well as the interactions of the similarity of brand images and leisure motivation and spokesperson.
This study adopts a experimental design. This pre-test employs four leisure motivation tends to the find the high similarity and low similarity with beer brand image. Based on the results of the first stage, and adopts the spokesmen of the different gender, this study develops four experimental advertising. Thus, this study employs 2x2 experimental design.
The subjects are Adolescent between the ages of 15-17. They are selected stratified cluster random sampling method. Questionnaires were sent to 377 people for survey and 377 responses were valid data and were used in the data analysis by a statistic program, SPSS 18.0.
The finding are: 1. Low similarity of Brand images and leisure motivation has a positive impact on future purchase intentions. 2. Female spokesperson has a positive impact on advertising attitude and brand attitude. 3. The interaction between similarity of Brand images and leisure motivation and spokesperson gender have significant influences on image transfer.

第壹章 緒論
第一節 研究動機
第二節 研究目的
第三節 研究流程
第貳章 文獻探討
第一節 品牌、品牌形象與台灣啤酒品牌形象
第二節 廣告效果
第三節 一致性理論
第四節 廣告代言人性別的影響
第五節 青少年飲酒跟休閒動機之間的關係
第六節 各變項之關係假說推導
第三章 研究方法
第一節 研究架構
第二節 研究問題與假說
第三節 實驗設計
第四節 變項定義衡量與抽樣
第五節 統計分析
第四章 資料分析
第一節 描述性統計與操弄檢核
第二節 信效度分析
第三節 受試者性別與實驗廣告組別之卡方分析
第四節 假說檢定
第五章 結論與建議
第一節 研究結論
第二節 研究貢獻
第三節 研究限制與建議
參考文獻
附件一 前測一

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