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研究生:李曉棠
研究生(外文):Thidarat Jansaman
論文名稱:檢測臉書上感性訴求與理性訴求廣告的效果以針對泰國消費者之護膚產品廣告為例
論文名稱(外文):Examining The Effects Of Rational-Appeals And Emotional-Appeals Advertising In Facebook Advertising By Using Skincare Advertisements As Examples For Thai Consumers
指導教授:曾鼎翔曾鼎翔引用關係
指導教授(外文):Tseng, Ting-Hsiang
口試委員:林呈昱陳隆昇
口試委員(外文):Lin, Cheng-YuChen, Long-Sheng
口試日期:2021-06-10
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:74
中文關鍵詞:廣告訴求心理距離性別對廣告的態度點擊喜歡和評論的意圖
外文關鍵詞:Advertising AppealsPsychological distanceGenderAttitude toward AdsIntention to click Like and Comment
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由於社交媒體營銷和內容營銷的快速增長,廣告是幫助營銷商和公司向潛在目標客戶推廣其產品和服務信息的重要因素,以建立品牌知名度,更好的廣告態度以及參與和購買意向意圖。對於泰國的社交媒體平台,Facebook是企業創建社交媒體營銷以增加消費者購買意向的最具成本效益的平台。此外,泰國的護膚和美容產品趨勢是增長最快的消費產品。最近,泰國消費者更加關注自己的外表,並更有可能通過社交媒體平台在線購物,尤其是在泰國占主導地位的Facebook。關於泰國男性消費者,他們最近對他們的外表和健康越來越擔憂。因此,泰國男性開始使用面部護膚的年齡比以前年輕。
這項研究的目的是通過使用護膚廣告作為泰國消費者的示例,研究哪些廣告類型,即理性的呼籲和情感的呼籲,對消費者的廣告態度和通過Facebook廣告平台點擊喜歡和發表評論的意圖具有更令人信服的影響。數據是由488位受訪者通過Facebook收集的。對於數據分析,本研究使用方差多變量分析(MANOVA) 實驗條件為2(理性與情感)x2(短與長心理距離)x2(男性與女性)。結果表明:具有消費者心理距離和性別的主持人角色的廣告吸引力會顯著影響廣告態度和參與意向,實際上,本研究有助於深入了解廣告吸引力,特別是廣告產品,建築水平理論,性別差異和Facebook廣告的參與意向以及針對營銷人員和未來研究的洞察信息。

Due to the instantaneous growth of Social Media Marketing and Content marketing, advertisement is the significant factor that helps marketers and companies promote their products and services information to potential targeted customers to create brand awareness, a more favorable attitude toward advertising, and intention to engage and purchase intentions. Regarding Social Media platforms in Thailand, Facebook is the most cost-effective platform for businesses to create social media marketing to increase consumer purchase intention. Moreover, The trend of skincare and beauty products in Thailand is the fastest-growing consumer product. Recently, Thai consumers were more considerate of their appearances and more likely to shop online through social media platforms, especially Facebook, the most dominant in Thailand. Thai male consumers recently increased concern about their appearance and health; therefore, the starting age to use facial skincare for Thai males is more adolescent than previous.
The purpose of this study is to examine which advertising types, namely rational appeals and emotional appeals, obtain more convincing effects on consumers’ attitudes toward advertising and intentions to click Like and comment through Facebook advertising platforms by using skincare advertisements as examples for consumers in Thailand. The data were collected through Facebook by 488 respondents. For the data analysis, this study utilizes a multivariate analysis of variance (MANOVA) with the experimental conditions a 2(rational vs. emotional) x 2(short vs. long psychological distance) x 2(males vs. females. The results illustrate that advertising appeals with the moderator role of consumers’ psychological distance and gender significantly affect attitudes toward advertising and intentions to engagement. Practically, this study contributes insight into advertising appeals, specifically advertised products, construal level theory, gender difference, and engagement intention on Facebook advertising and insight information for marketers and future research.

ACKNOWLEDGEMENTS I
中文摘要 II
ABSTRACT III
CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER I INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH MOTIVATION 2
1.3 RESEARCH PURPOSE 4
1.4 RESEARCH STRUCTURE 4
CHAPTER II LITERATURE REVIEW 6
2.1 SOCIAL MEDIA ADVERTISING 6
2.2 FACEBOOK ADVERTISING 6
2.3 LIKE CLICK 7
2.4 COMMENTS 7
2.5 TYPES OF ADVERTISING APPEALS 8
2.6 RATIONAL APPEALS ADVERTISING 9
2.7 EMOTIONAL APPEALS ADVERTISING 10
2.8 ATTITUDE 11
2.9 THEORETICAL BACKGROUND 13
2.9.1 CONSTRUAL-LEVEL THEORY 13
2.10 GENDER 15
CHAPTER III METHODOLOGY 17
3.1 RESEARCH DESIGN 17
3.2 POPULATION AND DATA COLLECTION 17
3.3 ANALYSIS METHODS 17
3.4 PROCEDURE AND MEASUREMENT 17
3.5 PRETEST OF ADVERTISING APPEALS 20
CHAPTER IV RESEARCH RESULTS AND ANALYSIS 22
4.1 DESCRIPTIVE ANALYSIS 22
4.2 MANIPULATION CHECK 23
4.3 CONVERGENT VALIDITY 24
4.4 DISCRIMINANT VALIDITY 25
4.5 ANALYSIS FOR ADVERTISING APPEALS 26
4.6 ANALYSIS FOR INTERACTION BETWEEN ADVERTISING APPEALS AND PSYCHOLOGICAL 27
4.7 ANALYSIS FOR INTERACTION BETWEEN ADVERTISING APPEALS AND GENDER 29
4.8 HYPOTHESIS TESTING 31
CHAPTER V CONCLUSION AND RECOMMENDATION 33
5.1 CONCLUSION 33
5.2 THEORETICAL IMPLICATIONS 34
5.3 PRACTICAL IMPLICATIONS 35
5.4 LIMITATIONS AND FUTURE RESEARCH 36
REFERENCES 38
APPENDIX I 56
APPENDIX II 61

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