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博碩士論文 etd-0810112-160120 詳細資訊
Title page for etd-0810112-160120
論文名稱
Title
隱喻廣告類型、產品類型與消費者性別差異對廣告效果的影響
Influences of Type of Metaphor, Product Type, and Gender Differences on Metaphor Advertising
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
116
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
2012-07-26
繳交日期
Date of Submission
2012-08-10
關鍵字
Keywords
性別差異、經驗性產品、搜尋性產品、隱喻廣告、並置式隱喻廣告、替代式隱喻廣告、產品類型
gender differences, experience good, search good, product type, replacement metaphor, metaphor advertising, juxtaposition metaphor
統計
Statistics
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The thesis/dissertation has been browsed 5778 times, has been downloaded 446 times.
中文摘要
在現今傳播媒介氾濫的情況下,消費者每天都會面臨大量的廣告訊息,導致消費者對廣告訊息逐漸疲乏,失去興趣,因此如何引起消費者對廣告訊息的投入是廣告商目前的挑戰。從過去的文獻中可以發現,修辭學的應用相當廣泛,也能鼓舞閱聽者。特別是修辭學中的隱喻,採納隱喻於廣告中可以延伸多面向的思考,增強廣告的回應率。本研究探討兩種隱喻廣告:並置式隱喻廣告和替代式隱喻廣告,並試圖了解消費者對面對不同的產品類型時,何種的隱喻廣告類型會有較佳的廣告效果,並探討性別的差異對隱喻廣告效果之影響。
本研究以實驗設計法進行,隱喻廣告類型(無隱喻廣告vs.並置式隱喻廣告vs.替代式隱喻廣告)、產品類型(搜尋性產品vs.經驗性產品)與消費者性別(男性vs.女性)三個自變數,為3x2x2因子設計,透過虛擬的廣告建構6種不同的實驗情境,觀察消費者在面對不同的產品類型對不同的情境下所展現的廣告態度、品牌態度與購買意圖。
研究結果顯示,如同過去學者之驗證,有採納隱喻之廣告效果確實比未採納隱喻之廣告效果好;加入產品類型的考量,研究顯示,消費者在面對搜尋性產品時,需要較多思考的替代式隱喻廣告會比並置式隱喻廣告有更好的廣告效果;反之,消費者在面經驗性產品時,主載體並列呈現的並置式隱喻廣告會有更佳的廣告效果;本研究也發現,女性在面對搜尋性產品的廣告時以替代式隱喻廣告會有較好的廣告效果,男性則沒有展現差異。綜合以上研究發現,企業在設計廣告方案時,除了要注意自身推廣的產品之外,也應考量目標客戶的性別差異,輔以搭配合適的隱喻廣告類型,以獲得更好的廣告效果。
Abstract
Nowadays, consumers are lack of interest for advertisement because they are flooded by advertising. Therefore, advertisers try to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention-getting, arousing, and affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors: juxtaposition vs. replacement. It examines the moderating effects of product type and consumers’ gender differences on metaphor advertising.
The present study uses experimental design with a 3(metaphor advertising: non-metaphor vs. juxtaposition vs. replacement) x2 (product type: search good vs. experience good) x2 (gender difference: male vs. female) factorial design. Six different scenarios are established through fictitious product ads, and the ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intention to observe the responses under different scenarios.
The results indicate that the metaphor advertising is more effective than the non-metaphor advertising. In promoting a search good, the replacement metaphor is more effective than the juxtaposition metaphor. On the contrary, the juxtaposition is more effective than replacement in promoting an experience good. When females face metaphor ads for promoting a search good, the replacement is more effective than the juxtaposition. However, no such differences are found in males.The findings suggest that marketers should consider not only the product type they promote but also the gender of their target consumers in order to enhance the advertising effects.
目次 Table of Contents
論文審定書 i
誌謝 ii
中文摘要 iv
英文摘要 v
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 5
第五節 論文架構與研究流程 6
第二章 文獻回顧 8
第一節 前言 8
第二節 隱喻廣告的概述 8
一、隱喻的起源與定義 8
二、隱喻在廣告上的使用與分類 9
第三節 產品類型 13
一、產品類型對隱喻廣告的影響 13
二、搜尋性產品與經驗性產品 14
第四節 性別差異 15
第五節 小結 17
第三章 研究設計與方法 18
第一節 前言 18
第二節 研究架構與假設 18
一、隱喻廣告對廣告效果的影響 18
二、隱喻廣告與產品類型對廣告效果的影響 19
三、隱喻廣告與性別對廣告效果的影響 20
四、消費者性別、產品類型對隱喻廣告效果的影響 21
第三節 前測 23
一、前測問卷設計 23
二、前測分析結果 23
第四節 研究變數的操作型定義與衡量 24
一、自變數 24
二、依變數 29
三、個人差異變數 30
第五節 研究設計 33
一、問卷題項設計 33
二、抽樣方式 35
第六節 小結 36
第四章 研究結果分析 37
第一節 前言 37
第二節 樣本背景資料分析 37
第三節 信度分析 39
第四節 研究設計之檢驗 39
一、隱喻類別操弄確認 39
二、產品類型操弄確認 40
三、潛在共變數檢定 41
第五節 研究假設之檢驗 42
一、以廣告態度為依變數之研究假設檢驗 47
二、以品牌態度為依變數之研究假設檢驗 52
三、以購買意願為依變數之研究假設檢驗 58
第六節 受測者對實驗廣告的回應 63
第七節 小結 64
第五章 結論與建議 66
第一節 前言 66
第二節 研究結果討論 66
第三節 研究貢獻 68
一、 理論貢獻 68
二、 實務貢獻 69
第四節 研究限制 70
一、 以學生樣本為抽樣樣本 70
二、 隱喻廣告類型的選擇 70
三、實驗設計法 70
四、產品選擇的限制 71
第五節 未來研究與建議 71
一、 其他隱喻廣告類型 71
二、 產品分類的完整性 72
三、其他干擾變數的影響 72
第六節 小結 72
參考文獻 74
附錄一 前測問卷 79
附錄二 正式問卷 81
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