臺灣博碩士論文加值系統

本研究主旨在探討台灣的媒體（例如: FB、IG、Twitter、以及YouTube）與戶外的廣告(例如:品牌廣告看板與廣告招牌)使用英語與中文之語碼混合（English Chinese code-mixing）對於台灣大學生及社會人士在態度上的影響。研究探討，對於看見中英語碼夾雜的廣告或招牌，其如何影響台灣大學生及社會人士的態度。本研究以問卷調查做為資料蒐集之工具，參與本研究資料收集之人數為100人，分別為不同年齡層、專業領域、職業。本研究作者隨機以google表單問卷方式及拜訪大學校園(校門口及圖書館)方式進行問卷調查與資料收集，受訪者年紀界於18-55歲之間。受訪者一半為學生，一半為上班族，分別來自於新竹市、台中市。本研究使用SPSS作為資料分析工具。本研究之研究問題為RQ1：中英文混合的廣告對於品牌溝通的影響為何? RQ2：中英文混雜的廣告對於年輕大學生及社會人士(一般上班族)的態度之影響為何? RQ3：是否中英文混雜的戶外廣告與社群媒體廣告促進了品牌溝通進而影響年輕大學生及上班族在產品與服務上的態度?本研究將有助於了解台灣媒體廣告與戶外廣告使用中文與英語混合對於台灣18到55歲的大學生、社會人士在對於產品、品牌溝通與服務的消費態度上的衝擊與影響。

This study explores the impact of English Chinese code-mixed advertising on attitudes of college students and office workers on social media (e.g. FB, IG, Twitter, and YouTube) and outdoor advertisements (e.g. outdoor signs). It is to discover how the English Chinese code-mixed advertising influence college students’ and office workers’ attitudes while seeing English Chinese code-mixing advertising in both social medias and outdoor advertisements. Data of this research were collected from a questionnaire poll managed to 100 participants of different ages, different professionals, and occupations. The author randamly sent out 100 questionaires to college students and office workers at the age of 18-55 via google questionnaire and visiting university campuses. Participants of this research are one-half college students and one-half office workers, and these college students and office workers are from Hsinchu city and Taichung city. This research uses SPSS as a data analysis tool for the statistics of the findings and results. The research questions in this study are: RQ1: Does the English Chinese code-mixed advertising influence the brand communication. RQ2: Does the English Chinese code-mixed advertising influence college students’ and office workers’ attitudes? RQ3: Does English Chinese code-mixed advertising via brand communication influence college students’ and office workers’ attitudes? It will shed lights on the impact of English Chinese code-mixing on the social medias and outdoor advertising on the attitudes of young college students and office workers.

摘要 i
Abstract ii
Acknowledgements iii
Content iv
Tables v
Figures vi
Chapter 1 Introduction 1
1.1 Research purpose and question 3
1.2 Overview of chapters 4
Chapter 2 Literature review 5
2.1 The definition of code-mixing 7
2.1.1 Textual and Contextual effects in code-mixing 9
2.1.2 Function of English-mixing 10
2.1.3 English Mixing as Persuasiveness in Advertising 11
2.1.4 English is the mixed foreign code 11
2.2 English Chinese code-mixing in Taiwan 12
2.2.1 Consumer's good mood is triggered by positive advertising 14
2.2.2 The impact of slogan in different languages to Taiwanese consumers 16
2.3 The brand attitude, event attitude, and general attitude 16
2.3.1 Brand communication in Ad affects consumer’s attitudes 17
2.3.2 English Chinese code-mixing in brand communication in online and offline Advertising affects consumers’ attitudes 18
2.4. Advertising, social media, and the popularity of English in Taiwan 19
2.5 Ages vs. acceptability of Chinese-English Code-Mixed online and outdoor Advertising 21
Chapter 3 Methodology 24
3.1 Participants 24
3.2 Instrument 28
3.2.1 Research area flow chart 28
3.2.2 Cronbach’s alpha reliability 29
3.3 Procedure 31
3.4 Analysis 33
Chapter 4 Findings and results 33
4.1 Independent Sample t-test 35
4.2 Analysis of variance, ANOVA 36
4.3 Correlation analysis 37
Chapter 5 Summary of finding and Discussion 39
5-1 Summary of finding 39
5-2 Discussion 40
5.2.1 Limitation 42
5.2.2 Suggestions for further research 43
Appendix 1 44
References 49

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