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研究生:賴彥銍
研究生(外文):LAI, YEN-CHIH
論文名稱:女性候選人之負面訴求與幽默訴求對競選廣告之效果影響–以選民性別為干擾變項
論文名稱(外文):The Impact of Women Candidates’ Negative Appeals, Humorous Appeals on the Political Advertising Effectiveness – The Moderating Effects of Voters’ Gender
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:邱發忠顧宜錚
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:76
中文關鍵詞:女性候選人負面競選廣告幽默廣告選民性別
外文關鍵詞:women candidatesnegative political advertisinghumorous advertisingvoters’ gender
相關次數:
  • 被引用被引用:1
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  • 下載下載:8
  • 收藏至我的研究室書目清單書目收藏:0
隨著女性在各個領域不斷的嶄露頭角或成為領導者,在政治上女性參政的情況也較過去大幅增加,人們再也無法忽視女性候選人己有機會與男性平等競爭的事實,因此本研究希望能就女性候選人相關議題進行探討。本研究欲探討負面競選廣告類型 (直接比較/直接攻擊)、幽默廣告類型 (幽默/非幽默) 以及選民性別 (男性/女性) 之2*2*2之實驗設計,其對廣告效果對女性候選人之影響。本研究以三因子變異數進行分析,並使用SPSS20.0為分析工具,有效樣本共240份。本研究結果如下:(1) 女性候選人之直接比較性廣告比直接攻擊性廣告對有較佳之廣告效果;(2) 女性候選人之幽默廣告比非幽默廣告對有較佳之廣告效果;(3) 男性與女性選民對女性候選人之廣告效果沒有差異; (4) 對於男性與女性選民來說,女性候選人之直接比較性廣告比直接攻擊性廣告有較佳之廣告效果;(5) 對於男性選民來說,女性候選人之幽默廣告會比非幽默廣告有較佳之廣告效果;對於女性選民來說,女性候選人之幽默廣告與非幽默廣告之廣告效果沒有差異。在實務貢獻上,本研究建議後續研究、政府相關單位與民間組織等在設計女性候選人之負面競選廣告內容時,適合採用直接比較性廣告;而針對於男性選民可採行幽默廣告會比非幽默廣告有較佳之廣告效果;而在女性候選人被重視程度上,本研究認為若女性候選人有鮮明的政治立場,或是能夠掌握當下的熱點議題,更有可能增加女性候選人脫穎而出的機會。
The purpose of this study is to discuss the impacts of women candidates under different degrees of negative political advertising (direct comparison / direct attack), humor appeals (humor / non-humor) on advertising effectiveness, and the moderate variable is voters’ gender (male / female). A total of 240 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. The results indicated as follows: (1) The ads of direct comparison have higher advertising effectiveness than the ads of direct attack; (2) The humorous advertising have higher advertising effectiveness than non-humorous advertising; (3) The male and female voters have no difference in advertising effectiveness ; (4) For male and female voters, the direct comparison ads have higher advertising effectiveness than the direct attack ads; (5) For male voters, humorous advertising has higher advertising effectiveness than non-humorous advertising. For female voters, the humorous advertising and non-humorous advertising have no difference.
目錄
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第貳章 文獻探討 7
第一節 女性候選人 7
第二節 政治廣告 10
第三節 競選廣告 11
第四節 負面競選廣告 12
第五節 幽默廣告 18
第六節 選民性別 25
第七節 廣告效果 28
第參章 研究設計 31
第一節 研究架構與研究假設 31
第二節 研究變項之定義與操作說明 35
第三節 實驗設計 37
第肆章 研究結果 38
第一節 研究樣本 38
第二節 信度分析 41
第三節 假設驗證之結果 42
第伍章 研究結論與未來展望 47
第一節 討論與結論 47
第二節 管理實務建議 51
第三節 研究限制及未來研究建議 54
參考文獻 57
附錄一 70
附錄二 74

表目錄
表2-4-2 負面競選廣告分類 17
表2-5-1 幽默定義 19
表2-5-2 幽默廣告定義 22
表2-5-3 幽默廣告分類 24
表4-1-1 研究樣本之人口統計變項 38
表4-1-2 研究樣本之結構表 40
表4-2-1 廣告效果之信度分析表 41
表4-3-1 負面競選廣告類型、幽默廣告與選民性別對廣告效果之交互作用表 42
表4-3-2 女性候選人之負面競選廣告類型對廣告效果之影響 43
表4-3-3 女性候選人之幽默廣告對廣告效果之影響 43
表4-3-4 不同的選民性別對女性候選人廣告效果之差異 44
表4-3-5 當選民性別為男性時,女性候選人之幽默廣告對廣告效果之影響 46
表4-3-6 當選民性別為女性時,女性候選人之幽默廣告對廣告效果之影響 46
表5-1-1 假設驗證結果彙整表 47

圖目錄
圖1-3-1 本研究流程圖 6
圖3-1-1 研究架構 31
圖4-3-1 女性候選人之幽默廣告與選民性別之交互作用圖 45





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