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研究生:林采逸
研究生(外文):LIN,CAI-YI
論文名稱:探討廣告訴求與涉入程度對自戀型人格消費者的廣告效果之影響
論文名稱(外文):The Research of Advertising Appeal and Involvement Upon the Influence of Narcissistic Consumer's Advertising Effects
指導教授:王俊人王俊人引用關係
指導教授(外文):WANG,JUN-REN
口試委員:袁國榮李志偉
口試委員(外文):YUAN,GUO-RONGLI,ZHI-WEI
口試日期:2017-06-07
學位類別:碩士
校院名稱:國立體育大學
系所名稱:休閒產業經營學系
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:54
中文關鍵詞:廣告效果廣告訴求涉入程度自戀型人格
外文關鍵詞:Advertising effectsAdvertising appeaInvolvementNarcissistic consume
相關次數:
  • 被引用被引用:1
  • 點閱點閱:364
  • 評分評分:
  • 下載下載:5
  • 收藏至我的研究室書目清單書目收藏:1
傳統上,自戀被定義為過度高自尊形成的功能障礙和宏偉的自我觀,被視為一種心理障礙。然而所有的自戀人格並非都是代表不健康的表現。從1970年代晚期開始,自戀被當作是正常的人格之一,並且在年輕一代有越來越普遍的趨勢。然而,近期一些學者對自戀者作為消費者的特徵和行為模式表現出更大的興趣。而自戀型人格消費者可能會購買著名的和獨家的產品,試圖維持和提高自我價值。根據這個理論,本研究旨在探討廣告訴求、涉入程度對自戀型消費者的廣告效果影響,並透過實驗設計方式進行研究。

本研究以敘述性統計、獨立樣本t檢定、單因子變異數分析、二因子變異數分析和階層回歸分析結果如下:以運動服飾之平面廣告而言,廣告訴求的確會顯著影響廣告效果,其中以感性訴求尤佳。二、廣告訴求對自戀型人格並無差異存在,但自戀型人格在廣告效果上有顯著效果,自戀型人格量表得分越高廣告效果就越顯著,即如果消費者的自戀型人格越顯著對廣告效果中的廣告態度和產品態度也越顯著。三、由本研究發現高涉入程度有較佳的廣告態度、產品態度,換言之高涉入程度的消費者廣告效果較低涉入程度效果好。
Generally speaking, narcissism is defined as function obstacle and grandiose ego, and it is seem as a psychology disorder.However not all of the narcissism represent unhealthy. In the late 1970, narcissism was considered as a normal character, and the trend of narcissism is more and more common in the young generation. Yet, some scholars have bigger interest in narcissistic consumers and behavior pattern. Narcissistic consumers might attend to maintain or promote self-worth by buying the well-known brands. According to this theory, this research is to discuss advertising appeal, and involvement upon the influence of narcissistic consumers’ advertising effect.

The research is based on descriptive statistics, independent samples t-test, ANOVA and regression analysis. The result is following below: 1. In term of print advertisement of sports gears, advertising appeal will strongly influence the advertising effects. 2. advertising appeal has no different in narcissistic, but narcissistic have strong influence on advertising effects. the more points in narcissistic the more influence on advertising effects is stronger, and its mean the stronger narcissistic who upon the advertise attitude and product attitude in advertising effects will go stronger influence. 3. the research found out that highly involvement has better advertise attitude and product attitude. In another word, highly involvement of advertising effects is more positive than low involvement of advertising effects.
第一章 緒論
第一節 研究背景與動機 ................................................................ 1
第二節 研究目的 .......................................................................... 2
第二章 文獻探討
第一節 廣告訴求 .......................................................................... 3
第二節 廣告效果 .......................................................................... 5
第三節 行為意圖與購買意願 ......................................................... 7
第四節 自戀型人格消費者 ............................................................. 8
第五節 涉入程度 ..........................................................................10
第三章 研究方法
第一節 研究流程 ..........................................................................11
第二節 研究架構 ..........................................................................13

第四節 研究設計與步驟實施 ........................................................14
第五節 信度分析 ..........................................................................22
第六節 資料處理 ..........................................................................23
第四章 結果與討論
第一節 受試者基本資料 .................................................................24
第二節 廣告訴求對廣告效果的影響 ..............................................29
第三節 自戀型人格對廣告效果的影響 ...........................................31
第四節 不同涉入程度對廣告效果的影響 .......................................31
第五節 廣告訴求、涉入程度與自戀型人格對廣告效果之影響 ......32
第五章 結論與建議
第一節 結論 ..........................................................................34
第二節 建議 ..........................................................................35
第三節 研究限制 ..........................................................................36
參考文獻 ......................................................................... 37
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