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研究生:蔡易霖
研究生(外文):TSAI, YI-LIN
論文名稱:故事行銷、善因行銷與調節焦點對廣告效果之影響-以流浪動物廣告為例
論文名稱(外文):The Influences of Storytelling Marketing, Cause-Related Marketing, and Regulatory Focus on the Advertising Effectiveness in Stray Dog Issue
指導教授:林耀南林耀南引用關係
指導教授(外文):LIN, YAO-NAN
口試委員:顧宜錚邱發忠
口試委員(外文):GU, YI-JENGCHIOU, FA-JUNG
口試日期:2017-06-05
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:2017
畢業學年度:105
語文別:中文
論文頁數:70
中文關鍵詞:故事行銷善因行銷調節焦點廣告效果流浪動物
外文關鍵詞:Storytelling marketingCause-related marketingRegulatory focusAdvertising effectivenessStray dog
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本研究欲探討在流浪動物廣告中,有無故事行銷、高低善因行銷與不同類型調節焦點之廣告對於廣告效果之影響。主要自變項分別為故事行銷類型(有故事行銷/無故事行銷)、善因行銷類型 (高善因行銷/低善因行銷),與調節焦點 (促進/預防),並採2*2*2之實驗設計,欲探討其廣告效果之影響。
本研究的結果如下: (1) 有故事行銷之廣告較無故事行銷之廣告有較佳的廣告效果;(2) 高善因行銷較低善因行銷有較佳的廣告效果;(3) 促進焦點較預防焦點有較佳的廣告效果;(4) 當高善因行銷之情況下,有故事行銷之廣告較無故事行銷之廣告有較佳的廣告效果;(5) 當低善因行銷之情況下,促進焦點較預防焦點有較佳的廣告效果;(6) 當無故事行銷之情況下,促進焦點較預防焦點有較佳之廣告效果。
在實務上貢獻上,本研究建議可提供給非營利組織在未來設計廣告訴求或欲銷售目標之對象的決策方向,運用恰當的重點元素來提高廣告效果,使得其議題能夠更加吸引大眾目光。

The purpose of this study is to discuss the impacts of storytelling marketing (narrative/non-narrative), cause-related marketing (high/low), and regulatory focus (promotion focus/prevention focus) on the advertising effectiveness in the stray dog issue. An experimental method was used in this study, and the data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) narrative ads has higher advertising effectiveness than non-narrative ads; (2) high cause-related marketing ads has higher advertising effectiveness than low cause-related marketing ads; (3) ads with promotion focus has higher advertising effectiveness than ads with prevention focus; (4) under high cause-related marketing appeals, narrative ads has higher advertising effectiveness than non-narrative ads; (5) under high cause-related marketing appeals, ads with promotion focus and ads with prevention focus have no differences in the advertising effectiveness; (6) under narrative storytelling, ads with promotion focus and ads with prevention focus have no differences in the advertising effectiveness.
第壹章 緒論 1
第一節、研究動機及背景 1
第二節、研究問題與目的 6
第貳章 文獻探討 7
第一節、故事與故事行銷 7
第二節、善因行銷 13
第三節、調節焦點 17
第參章 研究方法 22
第一節、研究架構與研究假設 22
第二節、研究變項之定義與操作說明 27
第三節、實驗設計 29
第肆章 研究結果 32
第一節 研究樣本 32
第二節 信度分析 33
第三節 假設驗證之結果 34
第伍章 研究結論與未來展望 41
第一節 討論與結論 41
第二節 管理實務與建議 47
第三節 研究限制與未來建議 49
參考文獻 51
附錄一、問卷 59
附錄二、各版本廣告設計圖 66

表目錄 頁次
表 2-1-1 故事定義彙整 8
表 2-1-2 故事行銷定義 12
表 2-2-1 善因行銷定義 15
表 4-1-1 本研究有效樣本之人口統計表 32
表 4-2-1 廣告效果量表之信度分析表 33
表 4-3-1 故事行銷、善因行銷與調節焦點交互作用之效果 34
表 4-3-2 故事行銷廣告對廣告效果之影響 35
表 4-3-3 善因行銷對廣告效果之影響 35
表 4-3-4 調節焦點廣告對廣告效果之影響 36
表 4-3-5 故事行銷對廣告效果之影響(高善因行銷) 37
表 4-3-6 故事行銷對廣告效果之影響(低善因行銷) 38
表 4-3-7 調節焦點對廣告效果之影響(高善因行銷) 39
表 4-3-8 故事行銷對廣告效果之影響(低善因行銷) 39
表 4-3-9 調節焦點對廣告效果之影響(有故事行銷) 40
表 4-3-10 調節焦點對廣告效果之影響(無故事行銷) 40
表 5-1-1 假設驗證之結果彙整 41

圖目錄 頁次
圖 2-3-1促進焦點 19
圖 2-3-2預防焦點 19
圖 3-1-1研究架構 22
圖 3-2-1 廣告圖片中善因行銷訊息之說明 27
圖 3-2-2 廣告圖片中之調節焦點訊息說明 28
圖 4-3-1 故事行銷與幽默訴求之交互作用圖 36
圖 4-3-2 善因行銷與調節焦點之交互作用圖 38

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