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瘦身廣告的強弱論點如何透過瘦身的雙歧態度影響廣告效果 / How the argument quality of weight-loss advertising influence advertising’s effects by ambivalence attitude of weight-loss ?洪釗雯 Unknown Date (has links)
有鑑於肥胖人口激增,減重需求大增,瘦身減肥一直是女性所關注的議題之一。然而,瘦身減肥意味著某些潛在的衝突,例如:少吃多動、美麗自信與損害健康等矛盾情結,這種矛盾情結正是雙岐態度的特徵。態度包含了情感、認知、行為意圖三種層面,在預測閱聽人的行為意圖時,態度往往是最佳指標。過去的研究發現雙岐態度的高低會影響閱聽人的訊息處理途徑,因此本研究企圖以雙岐態度理論與推敲可能性模式(elaboration-likelihood model,簡稱ELM)來解釋廣告訊息的強弱如何透過雙歧態度而影響廣告效果。
研究結果主要發現,廣告訊息的強弱論點有穩定且一致的主要效果,表示強論點的廣告訊息在廣告、瘦身與產品態度三方面都會產生較正向的評價。雙歧態度高低則無顯著差異,而在部分條件下,強弱論點與雙歧雙歧的交互作用達顯著差異,也就是說低雙歧的人對於強論點的廣告訊息有較正向的廣告效果反應,顯示出雙歧態度對廣告訊息的調節作用。此外,瘦身產品的物理或化學性質對瘦身廣告與瘦身產品的態度都顯著性的影響,女性對於化學性質的瘦身產品有較佳的廣告態度與產品態度。本研究結果隱含著雙歧態度未來研究發展之建議與廣告行銷上的實務策略,雙歧理論仍有待後續研究考證;而行銷業者則必須注意廣告訊息的編碼是否有效,另外,消費者與閱聽人的態度不僅是行為的最佳指標,也是調節廣告效果的要重因素。最後提出研究限制與後續研究發展。 / According to the increase of fatness population and the need of weight-loss, women always pay close attention to reduce weight. However, to lose weight means some potential conflicts, such as less assimilate and more exercise;beauty, confidence and the risk of ruin health. This kind of contradictory complexes are the typical characteristic of ambivalence attitude. On predicting the behavior attention of the audience , the best index is attitude which is composed of affection, cognition, and behavior. Past research has found the level of ambivalence influence the information process of the audience, for this reason, the present research designs to integrate ambivalence attitude and ELM to explain how the argument of AD influence the effects of AD by ambivalence.
The main results of the study show the strong arguments of AD are stable and consistency and the ambivalence attitude have no impacts on the effect of AD. In particular situation, the ambivalence attitude has moderation on AD effects. Moreover, the attribution of weight-loss products made some differences evaluation on AD attitudes and product attitudes. The datum reveal women preference chemical weight-loss products, favor chemical weight-loss AD. The results imply that the improvement of ambivalence theory and the suggestions on practical marketing. Further, the attitude of the audience is not only the best index of behavior, but also the significant factor on moderating the AD effects. In conclusion, address the restriction of the present study and the direction of follow-up research.
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誘因贈獎式網路廣告效果研究賴乃綺, Lai, Nai-Chi Unknown Date (has links)
網路「線上促銷」,以鼓動線上購買,或是提供給網路使用者各式各樣優惠的誘因贈獎訊息來吸引點選,在網路行銷及廣告的運用上,越來越頻繁。而根據網友點選廣告意願的調查,指出約有57-65%的網路使用者願意點選「贈獎、誘因式」的廣告;而包括最吸引網友點選的廣告訊息,以「優惠折扣」居首,佔69%。
誘因贈獎的風行,使得網友上網就往好康去,而有「免費(FREE)」字樣的廣告的點選率也的確算是一枝獨秀。但也有人質疑,這種以「誘因」與「贈獎」做為廣告訴求,是否會使得網路廣告效果落入誘因與贈獎的陷阱中,而無實質的廣告傳播效益?
因此本研究將以網路橫幅廣告為研究主體,探討利用誘因、贈獎做為主要廣告訴求,從MOA的概念出發,探討該類型網路廣告效果,其中包含討混有告效果研究,涵括目標對象、對廣告整體一般態度、誘因線索與主產品的互補程度等概念。
又因為網路環境與網路行為的多變,使得網路理論的驗證與現象的觀察無法分割,本研究將以線上實驗的設計方法,除了驗證變項之間的因果關係之外,亦詳加記錄了線上實驗法過程中,可能發生的問題點,提供未來相關網路研究、實驗的參考。
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