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研究生:林筱涵
研究生(外文):Hsiao-han Lin
論文名稱:廣告與擁有感之相關研究
論文名稱(外文):The Study of Relationship between Ad-type and Ownership
指導教授:黃增隆黃增隆引用關係
指導教授(外文):Tseng-lung Huang
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:2012
畢業學年度:100
語文別:中文
論文頁數:89
中文關鍵詞:敘事型廣告論證型廣告擁有感結果預期
外文關鍵詞:narrative advertisementargument advertisementownershipoutcome expectation
相關次數:
  • 被引用被引用:3
  • 點閱點閱:924
  • 評分評分:
  • 下載下載:138
  • 收藏至我的研究室書目清單書目收藏:0
故事行銷持續發燒,進而影響近年來廣告表現類型多以「敘事型廣告」為主;然而在學術界,敘事型廣告並非一新興議題 (黃光玉,2006),過去學者對於敘事廣告的研究,已有相當可觀的數量;然而其所探討的內容大多為對於消費者認知面或是廣告態度的影響,對於擁有感的討論則相對偏少。
因此本研究欲探討敘事型廣告以及論證型廣告的差異所對於人們擁有感或物件價值的提升之兩者差異,以及原因為何。
擁有感在很多領域都是相當重要的議題,然而廣告行銷領域過去對於擁有感卻少有探究,基於上述原因,本研究問題有三:(1)敘事型廣告與論證型廣告如何引發閱聽眾的擁有感?(2)敘事型廣告與論證型廣告為何可以引發擁有感?(3)不同廣告表現類型引發之擁有感差異為何?
本研究共有209位受試者,分成兩大組,一組收看敘事型廣告,一組收看論證型廣告,收看完廣告後皆針對「廣告操弄」、「結果預期」、「擁有感」三大題組進行填答。最後並以T檢定分析實驗結果。
本研究發現有二:(1)就情感型結果預期而言,敘事型廣告所引發的程度高於論證型廣告所引發之;就認知型結果預期而言,論證型廣告所引發的程度高於敘事型廣告所引發之,(2)就情感型擁有感而言,敘事型廣告所引發的程度高於論證型廣告所引發之;就認知型擁有感而言,論證型廣告所引發的程度高於敘事型廣告所引發之。
As story telling advertisement is getting more popular these days, narrative advertisement has become the mainstream in the market. However, in academic area, narrative advertisement is not a newly invented topic. Scholars have made a great number of researches on this topic already. Nevertheless, most of the studies focus on the effect to consumer’s cognition and attitude to advertisement while fewer studies discuss about the consumer’s ownership.
Therefore, this study would like to use the idea of “ownership” to discuss the differences between narrative advertisement and argument advertisement. The idea of ownership clams that people increase the value of an object.
The idea of ownership has been an important topic in many different fields, but not many discussions about ownership have occurred in the area of advertisement. According to the above reasons, this research will discuss three major questions: (1) How can narrative advertisement and argument advertisement induce the audiences in order for them to gain the feeling of ownership over certain object? (2) Why narrative advertisement and argument advertisement are able to do such inducement? (3) Will different advertisements create types of feeling of ownership and what are the differences among those feelings?
This study has 209 testing specimen, which are divided into two groups: one group watch narrative advertisement and the other watch argument advertisement. After they finish watching their advertisement, they are given survey with question based on the ideas of “Treatment of Advertising,” “Outcome Expectation,” and “Feeling of Ownership.” The test result will be analyzed by T-test.
As a result, this research has come to three major conclusions. (1) For Affective type of Outcome Expectation, narrative advertisement creates more inducement than argument advertisement does; (2) For Affective type of Feeling of Ownership, narrative advertisement creates more inducement than argument advertisement does; while for Cognitive type of Feeling of Ownership, argument advertisement creates more inducement than narrative advertisement does.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與問題 6
第二章 文獻探討與假說 7
第一節 廣告表現 ─敘事型廣告與論述型廣告 7
第二節 擁有感 26
第三節 研究假說 35
第三章 研究方法 40
第一節 研究方法 40
第二節 刺激物的發展 42
第三節 問卷設計 44
第四節 實驗流程與樣本描述 46
第四章 研究分析 47
第一節 信度與效度分析 47
第二節 自變數的操弄檢定 54
第三節 假說檢定 60
第五章 討論與結論 65
第一節 研究發現 65
第二節 學術與實務意涵 69
第三節 研究建議與研究限制 73
參考文獻 75
中文參考文獻 75
英文參考文獻 77
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