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論文名稱 Title |
不只是廣告「手」法!手的展示、食品類型與汙染效應對食品廣告效果的影響 Can Hand Play Magic? Influences of Hand-Holding Appeal, Food Type and Contamination Effect on Food Advertising |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
260 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2016-07-28 |
繳交日期 Date of Submission |
2016-08-30 |
關鍵字 Keywords |
健康的食品、不健康的食品、食品類型、汙染效應、食品廣告、手的展示 food advertising, hand-holding appeal, virtue, vice, contamination effect, food type |
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統計 Statistics |
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中文摘要 |
生活中的食品廣告隨處可見,各種令人垂涎欲滴的美食圖片吸引著消費者的目光,其中以手握產品的廣告手法在食品廣告中也屢見不鮮。然而,人類的手也是傳染病菌的重要媒介。本研究探討食品廣告中,不同的以手握產品之廣告手法,是否會引發消費者擔憂食品被汙染的隱憂,進而影響對廣告中的廣告效果。 本研究以實驗設計法操弄情境,透過三個實驗使用不同產品,分別為雞肉捲、杯子蛋糕與橘子飲品,在每一個實驗中,以手握食品的手法分為四類(文字引導想像的手vs. 視覺上以手握食品vs. 視覺上以手握含外包裝的食品vs. 無手的展示),並配合不同的食品類型(健康的 vs. 不健康的),形成4x2組間設計。 研究結果顯示,廣告中不同的食品類型搭配不同的以手握食品展現手法會產生不同的廣告效果。當食品類型是人們認知為健康的食品時,廣告中以文字引導想像的手,其廣告效果最佳,且顯著高於視覺上以手握食品、視覺上以手握含包裝之食品的廣告效果。當食品類型是人們認知為不健康的食品時,視覺上以手握食品的廣告,其廣告效果最佳,且顯著高於文字引導想像的手、視覺上以手握含包裝之食品的廣告效果。本研究進而發現汙染效應可用來解釋影響消費者對以手握食品和食品類型搭配之廣告效果背後的中介機制。 |
Abstract |
This research examines whether different hand-holding appeals in food advertising would raise perceived food contamination which affects the evaluation toward the advertised product. We classify hand-holding appeals into three types: imaginary hand-holding with verbal description, visually hand-holding the food directly, and visually hand-holding the food with its package. Food type (vice vs. virtue) is further proposed to moderate the effects of hand-holding appeal in food advertising. Three experiments using chicken wrap, cup cake and orange beverage as tested products are conducted. In each experiment, a 4 (hand-holding appeal type: imaginary hand-holding with verbal description vs. visually hand-holding the food directly vs. visually hand-holding the food with its package vs. no hand display) x 2 (food type: vice vs. virtue) between-subjects design is developed. When the food is perceived as virtue, advertising effects are strongest when the ad is presented with imaginary hand-holding with verbal description, and which is significantly differed across the ad with visually hand-holding the food with its package and the ad is presented with imaginary hand-holding the food directly. When the food is perceived as vice, advertising effects are strongest when the ad with imaginary hand-holding the food directly, and which is significantly differed across the ad with imaginary hand-holding with verbal description and the ad presented with visually hand- holding the food with its package. The contamination effect is found as the underlying mechanism behind the aforementioned phenomena. |
目次 Table of Contents |
第壹章 緒論........................................................................................................ 1 第一節 前言........................................................................................................ 1 第二節 研究背景................................................................................................ 1 第三節 研究動機................................................................................................ 5 第四節 研究目的與問題.................................................................................... 8 第五節 論文架構................................................................................................ 9 第貳章 文獻回顧.............................................................................................. 11 第一節 前言...................................................................................................... 11 第二節 手對消費者行為的影響...................................................................... 11 一、 實體手的研究...................................................................................... 11 二、 想像中手的研究.................................................................................. 12 第三節 零售上的觸摸感染效果( Contagion Effect ) 與汙染效應 (Contamination Effect) ................................................................................... 16 第四節 食品類型及相關消費者行為之研究.................................................. 19 第五節 小結...................................................................................................... 23 第參章 研究設計與方法.................................................................................. 24 第一節 前言...................................................................................................... 24 第二節 研究假設與架構.................................................................................. 24 一、 當食品類型是消費者認知為健康的食品.......................................... 24 二、 當食品類型是消費者認知為不健康的食品...................................... 25 三、 汙染效應會中介消費者對於食品廣告中,以手握產品其廣告效果的 影響 ........................................................................................................... 27 第三節 小結...................................................................................................... 28 第肆章 實驗設計.............................................................................................. 29 第一節 前言...................................................................................................... 29 第二節 研究變數的操作型定義與衡量.......................................................... 29 一、 自變數.................................................................................................. 29 二、 欲探討的中介變數:汙染效應.......................................................... 37 三、 排除可能的其他中介變數.................................................................. 37 四、 依變數.................................................................................................. 38 五、 個人差異變數...................................................................................... 39 六、 操弄檢定題項...................................................................................... 41 第三節 研究設計.............................................................................................. 41 一、 問卷題項設計...................................................................................... 41 二、 抽樣方法.............................................................................................. 42 第四節 小結...................................................................................................... 44 第伍章 實驗一研究結果分析.......................................................................... 45 第一節 前言...................................................................................................... 45 第二節 研究概述.............................................................................................. 45 第三節 敘述統計.............................................................................................. 45 第四節 實驗一信度分析.................................................................................. 48 第五節 實驗一研究設計之檢驗...................................................................... 48 一、 情境操弄確認...................................................................................... 48 二、 潛在共變數檢定.................................................................................. 49 第六節 實驗一研究假設檢定.......................................................................... 50 一、 以廣告態度為依變數之研究假設檢驗.............................................. 55 二、 以購買意願為依變數之研究假設檢驗.............................................. 58 三、 以整體產品評價為依變數之研究假設檢驗...................................... 61 四、 以汙染效應為中介變數之研究假設驗證.......................................... 64 五、 排除其他可能的中介變數.................................................................. 67 第七節 小結...................................................................................................... 70 第陸章 實驗二研究結果分析.......................................................................... 72 第一節 前言...................................................................................................... 72 第二節 研究概述.............................................................................................. 72 第三節 敘述統計.............................................................................................. 72 第四節 實驗二信度分析.................................................................................. 74 第五節 實驗二研究設計之檢驗...................................................................... 74 一、 情境操弄確認...................................................................................... 74 二、 潛在共變數檢定.................................................................................. 75 第六節 實驗二研究假設檢定.......................................................................... 76 一、 以廣告態度為依變數之研究假設檢驗.............................................. 81 二、 以購買意願為依變數之研究假設檢驗.............................................. 84 三、 以整體產品評價為依變數之研究假設檢驗...................................... 87 四、 以汙染效應為中介變數之研究假設驗證.......................................... 90 五、 排除其他可能的中介變數.................................................................. 92 第七節 小結...................................................................................................... 95 第柒章 實驗三研究結果分析.......................................................................... 97 第一節 前言...................................................................................................... 97 第二節 研究概述.............................................................................................. 97 第三節 敘述統計.............................................................................................. 97 第四節 實驗三信度分析.................................................................................. 99 第五節 實驗三研究設計之檢驗...................................................................... 99 一、 情境操弄確認...................................................................................... 99 二、 潛在共變數檢定................................................................................ 100 第六節 實驗三研究假設檢定........................................................................ 101 一、 廣告態度為依變數之研究假設檢驗................................................ 106 二、 以購買意願為依變數之研究假設檢驗............................................ 108 三、 以整體產品評價為依變數之研究假設檢驗.................................... 110 四、 以污染效應為中介變數之研究假設驗證........................................ 112 五、 排除其他可能的中介變數................................................................ 113 第七節 小結.................................................................................................... 114 第捌章 結論與建議........................................................................................ 116 第一節 前言.................................................................................................... 116 第二節 研究結果討論.................................................................................... 116 一、 廣告健康的食品時,在文字引導想像的手之搭配下,最能有效提高 消費者的廣告效果。 ............................................................................. 116 二、 廣告不健康的食品時,在視覺上以手握食品的搭配下,最能有效提 高消費者的廣告效果。 ......................................................................... 117 三、 汙染效應為食品廣告中以手握食品呈現方式和食品類型搭配對廣 告效果的影響背後的中介機制。 ......................................................... 117 四、 排除知覺流暢與生動程度為其可能的中介效果。........................ 119 第三節 研究貢獻............................................................................................ 120 一、 理論貢獻............................................................................................ 120 二、 實務貢獻............................................................................................ 121 第四節 研究限制............................................................................................ 121 一、 抽樣方法的限制................................................................................ 121 二、 實驗設計法........................................................................................ 122 三、 其他依變數的探討............................................................................ 122 四、 食品應用面的限制............................................................................ 122 第五節 未來研究建議.................................................................................... 123 一、 手呈現的方式.................................................................................... 123 二、 其他產品類別的分類........................................................................ 124 三、 個人差異變數.................................................................................... 125 第六節 小結.................................................................................................... 125 參考文獻................................................................................................................ 127 附錄一……………………………………………………………………………135 附錄二……………………………………………………………………………175 附錄三……………………………………………………………………………215 |
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