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研究生:李佩穎
研究生(外文):Li, Pei-Ying
論文名稱:「廣告訊息陳述方式」與「涉入程度」之效果研究
論文名稱(外文):The Effects of Advertising Message Framing and Involvement
指導教授:陳尚永陳尚永引用關係
指導教授(外文):Chen, Shang-Yong
口試委員:卓峯志許安琪
口試委員(外文):Cho,Feng-ChihHsu, An-Chi
口試日期:2020-07-09
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所碩士班
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:101
中文關鍵詞:訊息陳述⽅式涉⼊程度廣告效果旅遊廣告投票廣告
外文關鍵詞:message framinginvolvementadvertising effectivenesstourism advertisingadvertising effectiveness
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科技的進步使得消費者接收新資訊的速度越來越快,在網路鋪天蓋地的廣告 中,由於不同廣告的訊息陳述⽅式,會使得消費者產⽣不⼀樣的影響與接受度, ⽽如何有效地將廣告訊息內容正確地傳達給消費者,除了要能夠吸引消費者的⽬ 光之外,更要能影響消費者產⽣⾏為模式。故在廣告中如何陳述廣告的訊息是⽬ 前⼤多數廣告主與⾏銷⼈⾮常重視的議題,因此,本研究採⽤「旅遊廣告」及「投 票廣告」進⾏實驗,探討⼀則平⾯廣告,不同訊息陳述⽅式(正⾯/負⾯)與涉 ⼊程度(⾼/低)對廣告效果(認知、態度、分享意願)的影響,研究為 2x2 的 組合,共 4 種不同的實驗情境。

研究結果發現,⼤體⽽⾔,在平⾯廣告圖中,負⾯訊息陳述⽅式確實⽐正⾯ 訊息陳述⽅式的廣告效果來得更好。在⾼涉⼊程度的負⾯訊息陳述下,有最佳的 廣告效果;在⾼涉⼊程度的正⾯訊息陳述下,卻有最差的廣告效果。⽽在低涉⼊ 程度的正/負⾯訊息陳述中,廣告效果較無明顯差異。最後,本研究提出相關理 論貢獻,以及研究限制和未來研究建議給後續研究者。相關管理意涵可以提供⾏ 銷⼈員在運⽤廣告訊息陳述時作為⼀個參考指標。
The technology advancement has made consumers receive new information faster and faster. Large volumes of different messages of advertisements on the web, they will have an impact on consumers’ way of accepting the products and services. The role of advertisers and marketers is to effectively send the right message and provide important content to consumers. Not only attracts the attention of consumers but more importantly, it must influence consumers' behaviors. Therefore, this study uses "tourism advertising" and "voting advertising" to conduct experiments to explore a print advertisement in different ways of message framing (positive/negative) and involvement (high/low) on advertising effectiveness (cognition, attitude, willingness to share). This survey is a 2x2 factorial design, for a total of 4 conditions.

The results of the study state that, in print advertising, the negative message framing is indeed better than the positive message framing. The high-involvement of negative message framing has the best advertising effect; the high-involvement of positive message framing has the worst advertising effect. In the low-involvement of positive/negative messages, there is no obvious difference in the advertising effect. Finally, this research provides relevant theoretical contributions, as well as limitations and future recommendations to subsequent researchers. Relevant management implications can provide marketers as a reference indicator when using advertising message framing.
第⼀章 緒論 1
第⼀節 研究背景與動機 1
第⼆節 研究⽬的與研究問題 5
第⼆章 ⽂獻探討 7
第⼀節 廣告效果 7
第⼆節 訊息訴求⽅式與廣告效果 10
第三節 廣告涉⼊程度與廣告效果 21
第四節 負向⾏銷與負向廣告 32
第三章 研究⽅法 37
第⼀節 研究架構 37
第⼆節 研究⽅法選擇與實驗設計 38
第三節 研究變項之操作型定義與衡量 40
第四節 實驗廣告素材與問卷設計 45
第五節 前測 49
第六節 正式實驗流程 58
第四章 研究結果 60
第⼀節 受測者描述 60
第⼆節 信度檢測分析 61
第三節 研究假説分析 62
第五章 結論與建議 74
第⼀節 結論 74
第⼆節 研究限制與建議 82
參考⽂獻 86
中⽂部分 86
西⽂部分 89
網路資料 97
附錄⼀ 正式問卷 98
附錄⼆ 第⼆次前測影⽚樣本 100
附錄三 正式實驗廣告圖 101

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網路資料
Allchin, Josie (2013). Case study: Patagonia’s “Don’t buy this jacket” campaign. Marketing Week. 取自https://www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign/
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