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博碩士論文 etd-0505118-231508 詳細資訊
Title page for etd-0505118-231508
論文名稱
Title
以幸福感探討微電影類型對廣告態度與行為意圖之研究:完善型vs.享樂型
Exploring Effects of Well-being in Mirco Film Advertising on Attitudes and Behavior Intentions: Eudaimonic vs. Hedonic
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
126
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
2018-05-08
繳交日期
Date of Submission
2018-06-05
關鍵字
Keywords
完善、網路廣告影片、幸福感、享樂、創意、微電影
Online Video Ad, Micro Film, Hedonic, Eudaimonic, Creativity, Well-being
統計
Statistics
本論文已被瀏覽 5664 次,被下載 1
The thesis/dissertation has been browsed 5664 times, has been downloaded 1 times.
中文摘要
越來越多企業藉由網路微電影行銷的方式接觸更多潛在消費者。本研究應用幸福感理論,探討微電影所帶來的享樂感與完善感何者能獲得較佳的廣告態度與行為意圖。本研究採2(完善型微電影vs.享樂型微電影)x2(高創意vs.低創意)受測者間實驗法進行,觀察受測者在不同創意程度中對廣告態度的反應效果為何。研究結果顯示,完善型微電影其廣告態度顯著優於享樂型微電影,此外微電影類型與創意高低有交互作用,特別是完善型微電影,當影片呈現較高的創意表現時,可獲得較佳的廣告效果。當微電影是享樂型時,不論創意高低與否對廣告態度則無顯著差異。在行為意圖方面,閱聽眾對微電影的廣告態度會顯著正向影響分享意圖、按讚意圖與產品的購買意願。針對研究結果,建議企業可以採用能使閱聽眾在觀看後有完善幸福感的內容著手,讓觀眾看完有心靈成長、自我省思或思考人生意義的內容,並且透過創意提升影片質量,獲得大眾的目光提升廣告態度,贏得消費者的青睞。
Abstract
There are plenty of company invest in Micro Film advertising in order to reach more potential comsumers. This research applied Well-being theory to explore Hedonic and Eudaimonic Micro Film and investigate which one hold a more postive effect to attitude and behavior intention. This research conducted an experiment by 2 (Micro Film types: Eudaimonic micro film vs. Hedonic micro film)x2(Creativity: High vs. Low) between-subjects design. The result indicated that the online video ads which is eudiamonic appeal (vs. hedonic appeal) generates better advertising effects. There is a significant interaction effect between micro film types and attitude. Expecially, the Eudaimonic micro film with high creativity content can generate better attitude effect. . However, there is no difference between high creativity and low creativity toward attitude of hedonic micro film. The result also proved that people's attitude toward Micro Film will positive effect behavior intention such as like intention, share intention and purchase intention. Therefore, this research suggest that company can focus on meaningful content which can lead consumers to mind-growth, self-reflection, or life purpose consideration. Besides, company can also adapt creative content to increase video quality and gain attention from consumer.
目次 Table of Contents
論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 3
第二章 文獻探討 6
第一節 病毒行銷 6
一、病毒行銷(Viral Marketing) 6
二、線上廣告病毒行銷之相關研究 7
第二節 微電影 8
一、微電影(Micro Film) 8
二、微電影的效益 10
三、微電影類別 10
四、微電影的市場現狀與問題 11
五、微電影與廣告之比較 13
六、微電影的相關研究 14
第三節 幸福感 19
一、幸福感(Well-being) 19
二、享樂(Hedonic) 19
三、完善(Eudaimonic) 20
四、幸福感之相關研究 22
第四節 創意 26
一、創意的定義 26
二、創意之相關研究 28
第五節 廣告態度 30
一、廣告態度的定義 30
二、廣告態度之相關研究 31
第六節 行為意圖 31
一、按讚意圖 (Like) 32
二、分享意圖(Share) 33
三、購買意圖(Purchase Intention) 33
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 35
第三節 研究操作型定義與衡量 39
第四節 研究方法 40
一、樣本與實驗設計 40
二、實驗刺激與前測 40
三、實驗程序 43
第四章分析結果 44
第一節 描述性統計 44
第二節 操弄性檢驗與控制變數檢驗 47
第三節 信度分析 48
第四節 假說驗證 49
一、微電影類型與創意對廣告態度之影響 49
二、廣告態度對行為意圖之影響 51
三、假說檢定 52
第五章 研究討論 52
第一節 微電影類型對廣告態度之影響 52
第二節 廣告態度對行為意圖之影響 53
第三節 創意於微電影類型與廣告態度間的干擾作用 54
第六章 結論與建議 55
第一節 研究結論 55
第二節 研究貢獻 56
一、理論貢獻 56
二、實務貢獻 57
第三節 研究限制與未來建議 58
參考文獻 60
附錄一 前測問卷:版本一 77
附錄二 前測問卷:版本二 80
附錄三 前測問卷:版本三 83
附錄四 前測問卷:版本四 86
附錄五 前測問卷:版本五 89
附錄六 前測問卷:版本六 92
附錄七 前測問卷:版本七 95
附錄八 前測問卷:版本八 98
附錄九 正式問卷:版本一 101
附錄十 正式問卷:版本二 105
附錄十一 正式問卷:版本三 109
附錄十二 正式問卷:版本四 113
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