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研究生(外文):Yi-Hwa Shen
論文名稱(外文):The study of the relationship between Ad types and trust level
指導教授(外文):Tseng-long Huang
外文關鍵詞:Narrative AdvertisingAnalytical AdvertisingNarrative Self-ReferencingAnalytical Self-Referencing and Trust Level
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The purpose of this study is to understand the relationships between advertising types and trust level by exploring the effects and influences on trust level, brought by the two types of advertising: Narrative Advertising and Argument Advertising. This study manages to describe the patterns of advertising and trust, in order to function as a strategic framework beneficial to the marketers.
The study indicates that different types of advertising induce different trust levels. The Narrative Advertising, through the path of Narrative Self-Referencing, is considered to be more persuasive and effective for the new brand strategy in Affect-Based Trust; consumers were connected to the brand through narrative thoughts. The Argument Advertising, through the path of Analytical Self-Referencing, is more superior to the new brand strategy in Cognition-Based Trust; consumers were connected to the brand through analytical thoughts.
Regarding to a new coming brand or product, considering the target consumers without sufficient knowledge, this study recommends following the path of Narrative Advertising -- get consumers emotionally attached to the brand and make good impressions before going down to the Product USP. For brands or products that have been pushed to the market for a certain period of time, following the path of Argument Advertising is more reasonable -- get consumers analytically attached to the brand by keeping on building a professional image unique in the market and gain widely acceptance by consumers.
誌謝 i
中文摘要 ii
Abstract iii
目錄 iv
表次 vi
圖次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 4
第四節 論文架構與流程 5
第二章 文獻探討 6
第一節 敘事型廣告與論述型廣告 (Narrative Advertising and Argument Advertising) 6
第二節 自我參照 (Self-Referencing) 6
第三節 敘事型自我參照 (Narrative Self-Referencing) 8
第四節 分析型自我參照 (Analytical Self-Referencing) 9
第五節 品牌關係 (Brand Relationship) 10
第六節 信任 (Trust) 11
一、情感型信任 (Affect-Based Trust) 12
二、認知型信任 (Cognition-Based Trust) 13
第三章 研究方法 15
第一節 研究架構與假說 15
第二節 研究變數之定義與衡量方式 16
一、自變項的操弄與檢定 16
二、依變項的操作型定義與衡量 18
第三節 問卷設計 19
第四節 實驗流程 20
第四章 資料分析 21
第一節 資料輪廓 21
第二節 衡量變數之適用性 21
一、廣告類型(敘事程度與論述程度)之信、效度分析 22
二、自我參照(敘事型自我參照與分析型自我參照)之信、效度分析 25
三、信任(情感型信任與認知型信任)之信度、效度分析 28
第三節 操弄檢定 31
一、敘事廣告操弄檢測 31
二、論述廣告操弄檢測 32
第四節 假設檢定 32
第五章 結論與建議 36
第一節 學理上的檢討與貢獻 36
第二節 實務上的檢討與貢獻 36
第三節 研究限制與未來研究 37
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