論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
論文名稱 Title |
卡哇依有魔力? 探討品牌-顧客關係與廣告訊息語氣對非人物角色代言人形象廣告效果的影響 Kawaii Works? Impacts of Brand-Customer Relationship and Message Tone on Advertising Effects of Spokes-Character |
||
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 |
124 |
|
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 |
2015-09-10 |
關鍵字 Keywords |
品牌-顧客關係、非人物角色代言人、廣告訊息語氣、調節適配理論 non-human spokes-character, brand-customer relationship, regulatory fit theory, message tone |
||
統計 Statistics |
本論文已被瀏覽 5812 次,被下載 60 次 The thesis/dissertation has been browsed 5812 times, has been downloaded 60 times. |
中文摘要 |
近年來,越來越多品牌想要創造自己的非人物角色代言人,相較於一般代言 人,行銷人員可以完全掌握非人物角色代言人,同時,這也被認為是一個風險較低的品牌策略。過去研究顯示,娃娃臉被認為是比成熟臉更容易受人信任的,進而會較容易說服他人。本研究以過去可愛效應的研究為基礎,發展假說,針對不同形象非人物角色代言人、品牌-顧客關係以及廣告訊息語氣對廣告效果的影響進行討論。 本研究採用實驗設計法本研究以實驗設計法進行,操弄非人物角色代言人形 象 (可愛特質 vs.成熟特質)、品牌-顧客關係(交易型 vs.共享型)以及廣告訊息語氣(果斷 vs.非果斷)三個自變數,為 2x2x2 三因子實驗,一共建立八種不同之實驗情境,透過廣告態度、品牌態度以及購買意願三個不同的依變數,探討不同情境對效果的影響。 研究結果可透過調節適配理論進行解釋,發現當非人物角色代言人擁有可愛 特質時,品牌-顧客關係以及廣告訊息語氣存在交互作用,對於可愛非人物角色代言人而言,當消費者感知品牌-顧客關係為交易型關係時,果斷廣告訊息語氣較非果斷廣告訊息語氣來的更有效果,然而,當品牌-顧客關係為共享型時,則得到相反的結果;而當非人物角色代言人為成熟特質時,在交易型品牌-顧客關係中,採取非果斷的廣告訊息語氣會提升消費者的品牌態度,但在共享型品牌-顧客關係中,採取果斷或非果斷語氣則無顯著差異。 |
Abstract |
More and more brands want to create their own spokes-characters. Compared with endorsers, spokes-characters can be fully controlled by marketers and are considered as less risky in brand strategy. Previous research shows that a cute face is perceived as more trustworthy than a mature face, and thus, is more likely to induce agreement with the message. Based on the previous research of the cuteness effects, we develop hypotheses of how different spokes-character trait, brand-customer relationship and message tone affect advertising effectiveness. The present study uses experimental design to investigate the effects of the trait of spokes-character (cute vs. mature), brand-customer relationship (communal vs. exchange) and message tone (assertive vs. nonassertive). A 2x2x2 factorial design is conducted. Eight different scenarios are established and advertising effects are measured through three dependent measure: attitude to the advertising, brand attitude, and purchase intention. The result can be explained through regulatory fit theory. When a spokes-character is cute, there is an interaction between brand-customer relationship and message tone. When consumers perceive the brand-customer relationship as exchange, an assertive message used in advertising is more effective than a non-assertive one. When consumer perceived the brand-customer relationship as communal, opposite results are obtained. When a spokes-character is mature and consumers perceive the brand-customer relationship as exchange, a non-assertive message used in advertising is more effective than an assertive one. However, there is no difference between assertive and nonassertive message when consumers consider the brand-customer relationship as communal |
目次 Table of Contents |
目錄 論文審定書................................................................................................................... i 誌謝................................................................................................ii 中文摘要..........................................................................................iii 英文摘要..........................................................................................iv 第壹章 緒論................................................................................................................ 1 第一節 前言............................................................................................................ 1 第二節 研究背景.................................................................................................... 1 第三節 研究目的與問題........................................................................................ 5 第四節 研究架構.................................................................................................... 5 第貳章 文獻回顧..........................................................................................................8 第一節 前言............................................................................................................ 8 第二節 非人物角色代言人.................................................................................... 8 第三節 品牌-顧客關係...................................................................................... 17 第四節 廣告訊息語氣呈現方式.......................................................................... 19 第五節 小結.......................................................................................................... 22 第參章 研究設計與方法.......................................................................................... 23 第一節 前言.......................................................................................................... 23 第二節 研究假設與架構...................................................................................... 23 第三節 前測.......................................................................................................... 26 第四節 研究變數的操作型定義與問卷題項設計.............................................. 30 第五節 研究設計.................................................................................................. 32 第六節 小結.......................................................................................................... 36 第肆章 研究結果分析.............................................................................................. 37 第一節 前言.......................................................................................................... 37 第二節 樣本背景資料.......................................................................................... 37 第三節 信度分析.................................................................................................. 39 第四節 研究設計之操弄檢定.............................................................................. 40 第五節 研究假設之檢定...................................................................................... 44 第伍章 結論與建議.................................................................................................. 58 第一節 前言.......................................................................................................... 58 第二節 研究結果討論.......................................................................................... 58 第三節 研究貢獻.................................................................................................. 61 第四節 研究限制.................................................................................................. 63 第五節 未來研究與建議...................................................................................... 64 第六節 小結.......................................................................................................... 65 參考文獻...................................................................................................................... 66 附錄一 前測問卷(一).......................................................................................... 72 附錄二 前測問卷(二).......................................................................................... 75 附錄三 前測問卷(三).......................................................................................... 78 附錄四 前測問卷(四).......................................................................................... 81 附錄五 正式問卷(一)版本 A..............................................................................84 附錄六 正式問卷(二)版本 B .............................................................................. 88 附錄七 正式問卷(三)版本 C .............................................................................. 92 附錄八 正式問卷(四)版本 D..............................................................................96 附錄九 正式問卷(五)版本 E ............................................................................ 100 附錄十 正式問卷(六)版本 F ............................................................................ 104 附錄十一 正式問卷(七)版本 G........................................................................108 附錄十二 正式問卷(八)版本 H........................................................................112 |
參考文獻 References |
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research 34(3), p.p. 347-356. Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), p.p.87-101. Aggarwal, P. & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized Products. Journal of Consumer Research, 34(4), p.p. 468-479. Alley, T. R. (1983). Infantile head shape as an elicitor of adult protection. MerrillPalmer Quarterly, 29(4), p.p. 411-427. Aron, A. (2003). The self and relationships. In e. Mary R. Leary & June P. Tangney, Self and Identity (p.p. 442–61). New York: Guilford. Baldwin, H. (1982). Creating Effective TV Commercials,. Chicago, IL: Crain Books. Berry, D. S. & Brownlow, S. (1989). Were the physiognomists right? Personality correlates of facial babyishness. Personality and Social Psychology Bulletin, 15(2), p.p. 266-279. Berry, D. S. & Zebrowitz-McArthur, L. (1985). Some components and consequences of a babyface. Journal of Personality and Social Psychology, 48(2), p.p. 312- 323. Berry, D. S. & McArthur, L. Z. (1985). Some components and consequences of a babyface. Journal of Personality and Social Psychology, 48(2), p.p. 312-323. Bloch, C. (1996). Emotions and discourse. Text-Interdisciplinary Journal for the Study of Discourse, 16(3), p.p. 323-342. Brosch, T., Sander, D. & Scherer, K. R. (2007). That baby caught my eye: Attention capture by infant faces. Emotion, 7(3), p.p. 685–689. Brownlow, S. (1992). Seeing is believing: Facial appearance, credibility, and attitude change. Journal of Nonverbal Behavior 16(2), p.p. 101-115. Buller, B. D., Borland, R. & Burgoon, M. (1998). Impact of behavioral intention on effectiveness of message features: evidence from the family sun safety project. Human Communication Research, 24(3), p.p. 433–453. Burgoon, Michael, Frank G. Hunsaker, and Edwin J. Dawson (1994), “Approaches to 67 Gaining Compliance,” in Human Communication, 3d ed. Thousand Oaks, CA: Sage Publications, 203–217 Bruner, G. C., Hensel, P. J. & James, K. E. (2001). Marketing scales handbook. Chicago, IL: American Marketing Association. Cacioppo, J. T. & Petty, R. E. (1984). The elaboration likelihood model of persuasion. Advances in Consumer Research 11(1), p.p. 673-675. Callcott, M. F. & Phillips, B. J. (1996). Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), p.p. 73- 79. Callcott, M. R & Alvey, P. A. (1991). A content analysis of animal spokes-character. Conference of the American Academy of Advertising. New York: Rebecca Holman ed. Callcott, M.F. & Lee, W.N. (1995). Establishing the spokes-character in academic inquiry: historical overview and framework for definition. Advances in Consumer Research, 22(2), p.p. 144-151. Cesario, J. & Higgins, E. T. (2008). Making Message Recipients “Feel right”: How nonverbal cues can increase persuasion. Psychological Science, 19(5), p.p. 415- 420. Cesario, J., Grant, H. & Higgins, E. T. (2004). Regulatory fit and persuasion: Transfer from “feeling right”. Journal of Personality & Social Psychology, 86(3), p.p. 388-404. Cesario, J., Higgins, E. T. & Scholer, A. A. (2008). Regulatory fit and persuasion: Basic principles and remaining questions. Social and Personality Psychology Compass, 2(1), p.p. 444-463. Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), p.p. 752-766. Chiang, C. H., Keng, C.J. & Cheng, H.Y. (2014). 探討虛擬代言人, 自我指涉訊息, 與產品連結對消費者態度之影響-平衡理論觀點. Journal of Management and Systems, 21(4), pp 667-687. Clark, M. S. & Mills, J. (1979). Interpersonal attraction in exchange and communal relationships. Journal of Personality and Social Psychology, 37(1), p.p. 12–24. Clark, M. S. & Mills, J. (1993). The difference between communal and exchange 68 relationships: What it is and is not. Personality and Social Psychology Bulletin, 19(6),, p.p. 684-691. Epley, N., Waytz, A. & Cacioppo, J. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114(4), p.p. 864–886. Fazio, R. H. (1986). How do attitudes guide behavior? In eds. Richard M. Sorrentino and Tory E. Higgins, Motivation and Cognition: Foundations of Social Behavior (p.p. 204–243). New York: Guilford Press. Forgas, J. P. (1995). Mood and judgment: The affect infusion model (AIM). Psychological Bulletin, 117(1), p.p. 39–66. Fournier, S. & Alvarez, C. (2012). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22(2),, p.p. 177-185. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), p.p. 343–373. Fournier, S. (2003). A consumer-brand relationship framework for strategic brand management. UMI Dissertation Services. Francik, E. P., & Clark, H. H. (1985). How to make requests that overcome obstacles to compliance. Journal of Memory and Language, 24(5), 560-568. Freiden, J. B. (1984). Advertising spokesperson effects: an examination of endorser type and gender on two Audiences. Journal of Advertising Research, 24(5), p. 33-41. Friestad, M. & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), p.p. 1-31. Garretson, J. A. & Burton, S. (1998). Alcoholic beverage sales promotion: An initial investigation of the role of warning messages and brand characters among consumers over and under the legal drinking age. Journal of Public Policy & Marketing 17(1), p.p. 35-42. Garretson, J.A. & Niedrich, R.W. (2004). Spokes-characters: creating character trust and positive brand attitudes. Journal of Advertising, 33(2), p.p. 25-36. Goodstein, R. C. (1993), Category-based applications and extensions in advertising: motivating more extensive ad processing, Journal of Consumer Research, 20(1), 87-99 69 Gorn, G. J., Jiang, Y. & Johar, G. V. (2008). Babyfaces, trait inferences, and company evaluations in a public relations crisis. Journal of Consumer Research, 35(1), p.p. 36-49. Hellen, K. & Sääksjärvi, M. (2013). Development of a scale measuring childlike anthropomorphism in products. Journal of Marketing Management, 29(1-2), p.p. 141-157. Higgins, E. T. (2000). Making a good decision: Value from fit. American Psychologist, 55(11), p.p. 1217-1230. Idson, L. C., Liberman, N. & Higgins, E. T. (2000). Distinguishing gains from nonlosses and losses from nongains: A regulatory focus perspective on hedonic intensity. Journal of Experimental Social Psychology, 36(3), p.p. 252-274. Kim, S., Mcgill, A. L. (2011). Gaming with Mr. Slot or gaming the slot machine? power, anthropomorphism, and risk perception. Journal of Consumer Research, 38(1), p.p. 94-107. Kronrod A, Grinstein A & Wathieu L . (2012a). Go green! should environmental messages be so assertive? Journal of Marketing, 76(1), p.p. 95-102. Kronrod A, Grinstein A & Wathieu L. (2012b). Enjoy! Hedonic consumption and compliance with assertive messages. Journal of Consumer Research., 39(1), p.p. 51-61. Kyung, H., Kwon, O. & Sung, Y. (2010). The effects of spokes-characters' personalities of food products on source credibility. Journal of Food Products Marketing 17(1), p.p. 65-78. Lakoff, Robin T. and Ide Sachiko, eds. (2005), Broadening the Horizon of Linguistic Politeness, Pragmatics and Beyond New Series 139. Amsterdam/Philadelphia: John Benjamins. Livingston, R. W. & Pearce, N. A. (2009). The teddy-bear effect: Does having a baby face benefit black chief executive officers? Psychological Science, 20(10), p.p. 1229-1236. Lundqvist, D., Esteves, F. & Ohman, A. (1999). The face of wrath: Critical features for conveying facial threat. Cognition and Emotion, 13(6), p.p. 691-711. Lundqvist, D., Esteves, F. & Ö hman, A. (2004). The face of wrath: The role of features & configurations in conveying social threat. Cognition and emotion, 18(2), p.p. 161-182. Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A 70 conceptual framework. Psychological processes and advertising effects, p.p. 45-63. Masip, J., Garrido, E. & Herrero, C. (2004). Facial appearance and impressions of credibility: The effects of facial babyishness and age on person perception. International Journal of Psychology, 39(4), p.p. 276-289. May, F. & Monga, A. (2014). When time has a will of its own, the powerless don’t have the will to wait: Journal of Consumer Research, 40(5), p.p. 924-942. Mize, J. & Kinney, L. (2008). Spokes-character influence on brand relationship quality Factors. American Academy of Advertising, p.p. 177-187. Miniard, P. W., Bhatla, S., Lord, K. R., Dickson, P. R. & Unnava, H. R. (1991). Picturebased persuasion processes and the moderating role of involvement. Journal of Consumer Research, 92-107. Mowen, J. C. (1980). On product endorser effectiveness: A balance model approach. Current Issues and Research in Advertising, 3(1), p.p. 41-57. Nenkov, G. Y. & Scott, M. L. (2014). “So cute I could eat it up”: Priming effects of cute products on indulgent consumption. Journal of Consumer Research, 41(2), p.p. 326-341. Nittono, H., Fukushima, M., Yano, A. & Moriya, H. (2012). The power of kawaii: viewing cute images promotes a careful behavior and narrows attentional focus. PLOS ONE 7(9): e46362. doi:10.1371/journal.pone.0046362 Norman, D. A. (2004). Emotional Design: Why we love (or hate) everyday things. New York: Basic Books. Pankaj, A. & McGill, A. (2007). When brands seem human, Do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of Consumer Research, 39(2), p.p. 307–323. Petty, R. E. & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46(1), p.p. 69-81. Phillips, B. J. (1996). Defining trade characters and their role in American popular culture. Journal of Popular Culture, 29(4), p.p. 143–158. Rauschnabel, P. A. & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), p.p. 372-395. Schwarz, N. (1990). Feelings as Information: Informational and Motivational 71 Functions of Affective States. Guilford Press. Schwarz, N. & Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), p.p. 513-523. Schwarz, N. & Clore, G. L. (1988). How do I feel about it? The informative function of affective states. Affect, Cognition, and Social Behavior, 45(2) p.p. 44-62. Scott, M. L., Mende, M. & Bolton, L. E. (2013). Judging the book by its cover? how consumers decode conspicuous consumption cues in buyer-seller relationships. Journal of Marketing Research, 50(3), p.p. 334-347. Sherman, G. D., Haidt, J. & Coan, J. A. (2009). Viewing cute images increases behavioral carefulness. Emotion, 9(2), p. 282. Stafford, M. R., Stafford, T. F. & Day, E. (2002). A contingency approach: the effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31 (2), p.p. 17-34. Wan, L. C., Hui, M. K. & Wyer, R. S. (2011). The role of relationship norms in responses to service failures. Journal of Consumer Research, 38(2), p.p. 260- 277. Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of advertising, 19(2), p.p. 40-48. Zebrowitz, L. A. & McDonald, S. M. (1991). The impact of litigants': baby-facedness and attractiveness on adjudications in small claims courts. Law and Human Behavior, 15(6), p.p. 603-623 |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:自定論文開放時間 user define 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |