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研究生:孫百慶
研究生(外文):Bai Chin-Sun
論文名稱:廣告方式與廣告代言人對品牌態度及購買意圖影響之研究-以指示用藥品為例
論文名稱(外文):A study of advertising method and advertising endorser impact on brand attitude and purchase willingness - An example of OTC drug.
指導教授:高義芳高義芳引用關係劉上嘉劉上嘉引用關係
口試委員:陳周宏鄭舜仁高義芳劉上嘉
口試日期:2014-07-12
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:130
中文關鍵詞:廣告代言人廣告態度品牌態度購買意圖
外文關鍵詞:advertising endorseradvertising attitudebrand attitudepurchase willingness
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內指示用藥品可以在無需醫師處方下,在一般的藥局或連鎖藥妝通路採開架式陳列出售,造就藥品廠商可運用廣告行銷來增加產品競爭力,本研究運用ELM及體驗之觀點透過2(廣告方式:情境故事、訊息直敍) ×2(廣告代言人:名人、素人)×2(通路推薦者身份:藥師、店員) ×2(產品資訊:高、低)之實驗設計,以用藥知識為調節,分別探討對廣告態度、品牌態度及購買意願之影響,藉以找出適合指示用藥品廣告行銷之方式。
本研究針對國內30-60歲年齡層之消費者為對象,利用網路實施問卷發放,回收有效問卷為481份,問卷回收率83%,回收問卷資料透過SPSS統計信度、變異數分析等模式,歸納出廣告方式、廣告代言人及用藥知識能夠影響消費者態度與意圖。結合現有之電視廣告以腳本圖示呈現與目前常見藥通路端推薦情況,從指示用藥品廣告方式、廣告代言人、通路推薦者身份、產品資訊內容清楚程度及消費者用藥知識等構面探討對於消費者態度之影響。本研究結果發現,訊息直敍型廣告對廣告態度具顯著影響,情境故事型廣告對品牌態度及購買意圖具顯著影響,廣告代言人中名人代言對廣告態度、品牌態度及購買意願具顯著影響,用藥知識直接對態度及意願有正向相關,對於各自變數對依變數,均未具調節效果。

In Taiwan, People can buy OTC Drug without a doctor’s prescription , OCT drug can sell and display on open-shelf in a general pharmacy or drug chain store, it create a phenomenon that drug manufacturer could use advertisement to increase their competitiveness. This study use ELM and view point of experience via x 2(Advertising method: Conditional history and Information express)×2(Advertising endorser: Celebrity and General people)×2(Identity of recommended people in distribution channel: Pharmacist and Clerk ) ×2(Products information:High and Low) of experimental design and is adjusted by medical knowledge to explore the impact on advertising attitude, brand attitude and purchase willingness to find a suitable way of OTC drug advertisement and marketing.
This study is based on conducted with Taiwanese consumer who is between 30~60 years old via on-line questionnaires. Valid questionnaires are 481polls,return rate of questionnaires is 83%, all of data was analyzed in reliability 、variance analysis etc… and statistics by SPSS software. It comes to the induction and conclusion that advertising method, advertising endorser and medical acknowledge which will influence customer’s purchasing attitude and willingness. Drawing in questionnaires combine existing TV advertisement and common recommended situation in medical distribution channel to explore the customer’s impact on OTC drug advertising method, advertising endorser, and identity of recommended people in distribution channel, rate of clear in products expression, customer’s medical knowledge, products expression and medical knowledge. This study illustrates that direct express advertisement had significant influence on adverting attitude, story style advertisement had significant influence on customer’s brand attitude and purchase willingness, celebrity in advertisement had significant influence on adverting attitude , brand attitude and purchase willingness, medical knowledge had direct positive relationship with customer’s attitude and willingness but no any adjustable function to independent variable and dependent variable.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第貳章 文獻探討與假說推演 5
第一節 推敲可能模式(elaboration likelihood model) 5
第二節 體驗行銷(experiential marketing) 11
第三節 消費者態度 12
第四節 廣告訴求 17
第五節 名人代言 18
第六節 訊息來源可信度 19
第七節 產品資訊 21
第八節 用藥知識 22
第參章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 變數定義與衡量 27
頁次
第肆章 資料分析 41
第一節 問卷回收及樣本資料分析 41
第二節 信度分析 46
第三節 假設驗證 47
第四節 多重比較分析 57
第伍章 結論與建議 60
第一節 實証結論 60
第二節 管理意涵 62
第三節 研究貢獻 63
第四節 研究限制 63
第五節 未來研究建議 64
參考文獻 65
附錄一 廣告態度多重比較分析表 76
附錄二 品牌態度多重比較分析 93
附錄三 購買意圖多重比較分析表 110
附錄四 指示問卷 127

表目錄
頁次
表 2-1-1 ELM模式文獻歸納 9
表 2-5-1 訊息來源可信度構面 19
表 3-3-2 情境故事問卷 35
表 3-3-3訊息直敍問卷 38
表 4-1-1 性別次數分配表 42
表 4-1-2 年齡次數分配表 42
表 4-1-3 學歷資次數分配表 42
表 4-1-4 職業次數分配表 43
表 4-1-5 所得次數分配表 43
表 4-1-6 是否購買次數分配表 43
表 4-1-7 購買次數分配表 44
表 4-1-8 購買通路次數分配表 44
表 4-1-9 藥品資訊來源次數分配表 44
表 4-1-10 研究各組有效樣本數 45
表 4-2-1 研究問卷信度分析結果表 46
表 4-3-1 廣告方式、廣告代言人、通路推薦、產品資訊對廣告態度之變異數分析表 48
表 4-3-2 廣告方式、廣告代言人對廣告態度各平均值表 48
頁次
表 4-3-3 交互作用下對廣告態度之各平均數表 49
表 4-3-4 交互作用下對廣告態度之各平均數表 49
表 4-3-5 廣告方式、廣告代言人、通路推薦、產品資訊對品牌態度之變異數分析表 50
表 4-3-6 廣告方式、廣告代言人對品牌態度各平均值表 51
表 4-3-7 交互作用項對品牌態度各平均值表 51
表 4-3-8 廣告方式、廣告代言人、通路推薦、產品資訊對購買意圖之變異數分析表 52
表 4-3-9 廣告方式、廣告代言人對購買意圖各平均值表 53
表 4-3-10 用藥知識之調節效果驗證表 54
表 4-3-11 研究假設實驗結果 55
表 4-4-1 廣告態度多重比較分析表 58
表 4-4-2 各依變數最優與最差之廣告方式組合表 59

圖目錄
頁次
圖 1-4-1 研究流程 4
圖 3-1-1 研究架構圖 25


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1.藥事法(2013)

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