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研究生:林妤庭
研究生(外文):Yu-Ting Lin
論文名稱:探討隱蔽式廣告行銷對消費者說服與反應之影響:消費者的代理與主題知識之干擾
論文名稱(外文):An Examination of the Covert Marketing on Consumer Persuasion and Response: Moderating Effects of Agent Knowledge and Topic Knowledge.
指導教授:林心慧林心慧引用關係
指導教授(外文):Hsin-Hui Lin
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
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:84
中文關鍵詞:隱蔽式行銷原生廣告品牌大使說服知識理論
外文關鍵詞:Covert MarketingNative AdvertisingBrand AmbassadorsPersuasion Knowledge Model
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現今網際網路蓬勃發展,造就許多新型態的行銷手法,越來越多企業使用隱蔽式行銷來說服消費者,並將傳統的媒體轉移至社群平台,作為與消費者溝通的管道。而近年來崛起的原生廣告,強調以不干擾的閱讀歷程引起消費者的關注;由素人晉升代言人的品牌大使,透過內心真實的評論影響其他消費者;而這樣的廣告策略使用仍然在成長中。
本研究將運用說服知識理論針對隱蔽行銷中兩種不同的廣告類型(原生廣告、品牌大使),探討消費者說服(概念性說服知識、態度性說服知識)及消費者反應(品牌記憶、品牌態度)之差異,並以消費者對行銷人員(代理知識)及產品(主題知識)相關知識程度作為干擾效果,採取相對高低的方式區分。本研究以實驗法進行研究設計,分別進行兩種廣告類型之文案設計,進行相關研究。
研究結果如下:1.廣告類型對消費者說服方面:運用品牌大使廣告類型時,相對於原生廣告,消費者在概念性說服知識能有較佳的效果,然而,運用原生廣告之廣告類型時,相對於品牌大使,消費者在態度性說服知識能有較佳的效果;2.廣告類型對消費者反應方面:運用原生廣告之廣告類型時,相對於品牌大使,消費者能提升品牌記憶及產生良好的品牌態度;3.消費者說服與消費者反應方面:當消費者擁有概念性及態度性說服知識時,能提升品牌記憶及產生良好的品牌態度;4.代理知識與主題知識之干擾效果方面:當消費者的代理知識較高或主題知識較低時,在概念性說服知識及態度性說服知識容易受到影響。本研究根據分析之發現,提出實務建議作為相關企業及廣告商的參考。
Today, the Internet is booming, creating many new forms of marketing practices, more and more enterprises use covert marketing to persuade consumers, and the traditional media transfer to the social media, as a conduit for communication with consumers. And in recent years the rise of the Native Advertising, emphasize the concern of consumers without disturbing the reading process; by the prime person to promote the spokesperson of the brand ambassador, influence other consumers through inner real reviews, and the use of such advertising strategies is still growing.
This study will use persuasion knowledge theory for Covert marketing in two different types of advertising (native advertising; brand ambassadors), to discuss consumer persuasion (conceptual persuasion knowledge; attitude persuasion knowledge) and consumer response (brand memory; brand attitude) differences.
The moderating effect from observing marketers and other known persuasion agents (agent knowledge) and product (topic knowledge), take a relatively high and low way to distinguish. In this study, the experimental design method, respectively, two kinds of advertising type of copy design, related research.
The results are as follows: 1. Advertising Type to Consumer Persuasion: when using brand ambassador, compared to native advertising, consumers have a better effect in conceptual persuasion knowledge, however, when using native advertising, compared to brand ambassador, consumers have a better effect in attitudinal persuasion knowledge; 2. Advertising Type to Consumer Response: when using native advertising, compared to brand ambassador, consumers can enhance the brand memory and have a good brand attitude; 3. Consumers Persuade and Respond: when consumers have conceptual and attitudes persuasion knowledge, they can enhance the brand memory and have a good brand attitude; 4. Moderating Effects of Agent Knowledge and Topic Knowledge: when consumers have higher knowledge of agents or lower knowledge of topics, consumers are easily influenced by conceptual persuasion knowledge and attitude persuasion knowledge. In this research, we also provided marketing management implications, which could be the reference for advertisers and product firms.
摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究對象與範圍 5
1.4 研究流程 6
第二章 文獻探討 7
2.1 隱蔽式行銷 7
2.1.1 定義與分類 7
2.1.2 特性 8
2.1.3 品牌大使 11
2.1.4 原生廣告 12
2.2 消費者說服 17
2.2.1 說服知識理論 17
2.2.2 說服程序 19
2.2.3 概念性與態度性說服知識 20
2.2.4 代理與主題知識 21
2.3 消費者反應 22
2.3.1 品牌記憶 23
2.3.2 品牌態度 23
第三章 研究方法 24
3.1 研究架構 24
3.2 研究假說 26
3.3 變數定義與衡量 28
3.4 研究設計 32
3.4.1 實驗產品選擇 32
3.4.2 文案設計與組合 32
3.4.3 正式實驗 33
3.5 資料分析方法 38
3.5.1 敘述性統計分析 38
3.5.2 信效度分析 38
3.5.3 多變量變異數分析 38
3.5.4 結構方程式 39
第四章 資料分析 40
4.1 樣本結構 40
4.2 信效度分析 41
4.2.1 問項分析 41
4.2.2 信度分析 42
4.3 衡量模式分析 42
4.3.1 因素負荷量及t-value值 42
4.3.2 組成信度與收斂效度 45
4.4 假說驗證 47
4.4.1 多變量變異數檢定 47
4.4.2 結構模式 50
4.4.3 干擾效果 52
4.4.4 直接、間接與總效果 54
4.5 假說結果彙整 55
第五章 結論與建議 56
5.1 研究結論 56
5.1.1 主效果 56
5.1.2 干擾效果 58
5.2 管理意涵 59
5.2.1 主效果 59
5.2.2 干擾效果 61
5.3 研究限制與未來研究建議 63
參考文獻 64
網站資料 64
英文文獻 66
附錄 71
附錄一、實驗產品選擇問卷 71
附錄二、隱蔽式廣告兩種類型實驗情境文案設計 73
附錄三、正式問卷 75
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