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博碩士論文 etd-0802115-021437 詳細資訊
Title page for etd-0802115-021437
論文名稱
Title
動還是不動呢? 探討廣告中動態意象,產品類型與知覺風險對產品態度的影響
To Move or Not To Move? Impacts of Dynamic Imagery, Product Type and Perceived Risk toward Product Attitudes
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
159
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-08-12
繳交日期
Date of Submission
2015-09-02
關鍵字
Keywords
產品類型、動態意象、一致性、知覺風險、廣告設計
perceived risk, product type, congruity, advertising design, dynamic imagery
統計
Statistics
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The thesis/dissertation has been browsed 5806 times, has been downloaded 843 times.
中文摘要
在行銷領域中,廣告向來是非常重要的溝通方法,消費者可以因為觀看廣告而影響了對產品的看法與評價。本研究以動態意象的相關研究出發,應用在廣告圖片中,並以風險程度區分成高風險和低風險兩種產品類型,探討廣告圖片的動態意象程度和產品類型之間如何影響消費者的產品態度。透過四個實驗分別使用汽車、早餐麥片、飲料及拉霸遊戲機作為受測產品,進行2(動態意象程度: 動態意象 vs. 靜態意象)x2(產品類型: 高風險 vs. 低風險)二因子設計實驗,依變數為產品態度。為減少因實驗選擇單一廣告圖的產品外型和顏色造成受測者特定偏好所產生的誤差,有些情境的廣告圖會有兩到三個版本。研究結果指出,高風險的產品和動態意象廣告搭配下產生一致性的感受,能使消費者有較佳的產品態度;低風險的產品和靜態意象廣告搭配下也會產生一致性,使消費者有較佳的產品態度,另外本研究進一步檢測出觀看廣告後知覺風險是上述交互作用的中介機制。
Abstract
Advertising is a very important technique of communication in marketing. Consumers can form their attitudes after viewing the advertisement. The present study uses dynamic imagery to explore its impacts on product attitudes. To be specific, we distinguish products into two types based on risk (high vs. low) and then examine how product type may influence the selection of dynamic imagery in advertising on product attitudes. Four experiments using cars, breakfast cereals, beverage and slot machines as tested products are conducted. In each experiment, a 2 (image type: dynamic imagery vs. static imagery)x 2 (product type: high risk vs. low risk) factorial design is developed. Four different scenarios are established and product attitudes serve as the dependent measure. To reduce the participants’ attitudinal bias from product appearance or color in only one advertisement picture, we create two or three versions of advertisement pictures in some scenarios. The results indicate that, high-risk products are congruent with dynamic imagery, and this combination makes consumers have more favorable attitudes than high-risk products with static imagery. Opposite results are found with low-risk products. Perceived risk after viewing advertisement mediates the interaction mentioned above.
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 2
第四節 研究目的與問題 4
第五節 研究流程 4
第貳章 文獻探討 6
第一節 前言 6
第二節 動態意象 6
第三節 知覺風險 9
第四節 一致性 13
第五節 小結 17
第參章 研究假設發展與前測 18
第一節 前言 18
第二節 研究假設與架構 18
第三節 實驗前測 22
第四節 四個實驗建立 29
第五節 小結 29
第肆章 實驗一設計與分析 30
第一節 前言 30
第二節 研究變數操作型定義與衡量 30
第三節 研究設計 32
第四節 實驗一結果分析 35
第五節 小結 42
第伍章 實驗二設計與分析 43
第一節 前言 43
第二節 研究變數操作型定義與衡量 43
第三節 研究設計 44
第四節 實驗二結果分析 47
第五節 小結 54
第陸章 實驗三設計與分析 55
第一節 前言 55
第二節 研究變數操作型定義與衡量 55
第三節 研究設計 56
第四節 實驗三結果分析 58
第五節 小結 65
第柒章 實驗四設計與分析 66
第一節 前言 66
第二節 研究變數操作型定義與衡量 66
第三節 研究設計 67
第四節 實驗四結果分析 69
第五節 小結 76
第捌章 結論與建議 77
第一節 前言 77
第二節 研究結果討論 77
第三節 研究貢獻 79
第四節 研究限制 81
第五節 未來研究建議 82
第六節 小結 83
參考文獻 85
附錄一 前測問卷 廣告效果之問卷調查 92
附錄二 汽車正式問卷一(動態意象 vs. 高知覺風險) 101
附錄三 早餐麥片正式問卷一(動態意象 vs. 高知覺風險) 113
附錄四 飲料正式問卷一(動態意象 vs. 高知覺風險) 125
附錄五 拉霸正式問卷一(動態意象 vs. 高知覺風險) 137
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