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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Yu-Te Lin | en |
| dc.contributor.author | 林祐德 | zh_TW |
| dc.date.accessioned | 2021-06-07T18:20:50Z | - |
| dc.date.copyright | 2012-02-08 | |
| dc.date.issued | 2012 | |
| dc.date.submitted | 2012-01-03 | |
| dc.identifier.citation | 一、中文部分
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(1993), The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect, Journal of Marketing, 57(October), 72-82. 26.MacKenzie, S.B. & Spreng, R.A. (1992), How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions?, Journal of Consumer Research, 18 (March), 519-529 27.Menon, S. & Soman, D. (2002), Managing the Power of Curiosity for Effective Web Advertising Strategies, Journal of Advertising, Vol. 31, No. 3, Advertising and the New Media (Autumn), pp. 1-14 28.Pennington N. & Hastie R. (1986), Evidence Evaluation in Complex Decision Making, Journal of Personality and Social Psychology, 51,242-258 29.Petty, R.E., Cacioppo J.T. & Schumann D. (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, 10, 135-147 30.Polkinghorne, D.E. (1991), Narrative and Self-Concept, Journal of Narrative and Life History, 1(2-3), 135-153 31.Shank R.C. & Abelson R.P. (1995), Knowledge and Memory: The Realstory, in R. S. Wyer, Jr. (Ed.), Knowledge andmemory: The real story (pp.1-85), Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. 32.Snyder, M. and Stukas, A.A., Jr. (1999), Interpersonal Processes: The Interplay of Cognitive, Motivational, and Behavioral Activities in Social Interaction, Annual Review of Psychology, 50, 273-303. 33.Stern, B.B. (1998), Introduction the Problematics of Representation, in Representing Consumers: Voices, Views, and Visionsm ed. Barbara B. Stern, New York: Routledge, 1-23 34.Stewart, D.W. (1992), Speculations on the Future of Advertising Research, Journal of Advertising, 21 (September), 1-17 35.Sujan, M. (1985), Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments, Journal of Consumer Research, 12 (June), 16-31. 36.Sutherland, M. & Galloway, J. (1981), Role of Advertising: Persuasion or Agenda Setting?, Journal of Advertising Research, 25, 25-29 37.Taylor, S.E. & Schneider S.K. (1989), Coping and the Simulation of Events, Social Cognition, 7(2), 174-194 38.Wells, W.D. (1989), Lectures and Dramas, in Cognitive and Affective Responses to Advertising, Patricia Cafferata and Alice Tybout, eds., Lexington, MA: D.C. Heath, 13-20 39.Wentzel, D., Tomczak, T. & Herrmann, A. (2010), The Moderating Effect of Manipulative Intent and Cognitive Resources on the Evaluation of Narrative Ads, Psychology & Marketing, Vol. 27(5): 510-530 40.Zaichkowsky, J.L. (1985), Measuring the Involvement Construct, Journal of Consumer Research, 12, December, pp.341-352 41.Zaichkowsky, J.L. (1986), Conceptualizing Involvement, Journal of Advertising, 15(2) pp.4-11 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/16560 | - |
| dc.description.abstract | 秉持著人天生喜歡聽故事的本性，近年來故事在廣告上的應用如雨後春筍。
本研究致力於瞭解故事型廣告的效果，探討並比較故事型廣告在產品涉入程度、品牌熟悉度及研究品牌於廣告中出現時機等變數皆不同的各種情境下，廣告效果是否會有所差異。另外，並驗證在影片形式的廣告下，運輸效果在故事型廣告中所扮演之中介角色。 本研究採用受試者間實驗設計法，統計採多變量共變異分析、多元迴歸分析、Sobel 檢驗、交叉表分析檢驗假說。有效樣本共455 份，研究結果大致符合預期。 研究發現如下： 一、當消費者面對故事型廣告時，相較非故事型廣告，會對廣告產生較正面的態度和引發較多情緒，在對產品的態度、產品購買意願及對搜尋產品相關資訊的意願則沒有差異。 二、在面對熟悉品牌的廣告時，無論品牌出現在廣告的開頭或結尾，在廣告效果上並沒有顯著差別。而在面對不熟悉品牌之廣告時，雖然品牌置於廣告後較置於前效果佳，但在同樣置於廣告後之下，故事型廣告與非故事型廣告效果沒有太大的差別。 三、當產品涉入程度較高，故事型廣告相較於非故事型廣告，可獲得較佳的廣告態度及引發較多正面情感；當產品涉入程度較低，非故事型廣告相較於故事型廣告，可獲得較佳的產品態度。在購買意願及資訊搜尋意願上，兩者皆沒有顯著差異。 | zh_TW |
| dc.description.abstract | Based on the natural like of story, there're so many applications of story in advertising recently. The present study investigates the advertising effect of story-formed ads, explores and compares the ad effect in different situations of product involvement, brand familiarity and timing of brand disclosure in ad. Moreover, the study verifies mediation effect of transportation in video-formed story-formed ad.
The between-subject experiment was held in this study. Multivariate analysis of covariance (MANCOVA), multiple regressions, Sobel test and cross table were also applied to test the hypotheses. Four hundred and fifty-five participants attend to samples. The results are as follows: 1. When facing story-formed ads, consumer will generate more positive attitude toward ad and more emotions than non-story ads. There’s no significant difference in attitude toward product, intention in purchasing and information-searching. 2. In familiar brand, there’s no difference in ad effect no matter when brand is disclosed. In unfamiliar brand, there’s better ad effect when brand is placed on the end than beginning of ad. However, though brand is placed in the end, there’s no difference in ad effect between story and non-story ads. 3. In high product involvement, there’s better attitude to ad and more feelings in story ads than non-story ads. In low product involvement, there’s better attitude to product. There’s no difference in intention in purchasing and information-searching. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-07T18:20:50Z (GMT). No. of bitstreams: 1 ntu-101-R98741053-1.pdf: 1194146 bytes, checksum: ea597cdf98f92e1e0d4ffe9a33a0ee4a (MD5) Previous issue date: 2012 | en |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景與動機 1 第二節 研究目的 4 第二章 文獻探討 5 第一節 故事型廣告的溝通效果 5 第二節 產品涉入性之效果 10 第三節 品牌熟悉度與品牌位置效果 12 第三章 研究架構與實驗方法 15 第一節 研究架構 15 第二節 研究假設 16 第三節 研究設計 18 第四節 抽樣方法與實驗步驟 26 第四章 研究結果分析 27 第一節 樣本結構 27 第二節 信度分析 29 第三節 變數操弄檢定 30 第四節 假說檢定 32 第五節 故事型廣告效果 46 第六節 研究結果總結 49 第五章 結論與建議 50 第一節 研究結論 50 第二節 行銷理論意涵 52 第三節 行銷實務意涵 55 第四節 研究限制 57 第五節 未來研究建議 59 參考文獻 61 附錄 67 附錄一 正式問卷(以筆記型電腦為例) 67 附錄二 高涉入產品、故事型廣告截圖 71 附錄三 高涉入產品、非故事型廣告截圖 72 附錄四 低涉入產品、故事型廣告截圖 73 附錄五 低涉入產品、非故事型廣告截圖 74 | |
| dc.language.iso | zh-TW | |
| dc.subject | 神秘廣告 | zh_TW |
| dc.subject | 敘事廣告 | zh_TW |
| dc.subject | 故事型廣告 | zh_TW |
| dc.subject | 運輸理論 | zh_TW |
| dc.subject | 運輸影像模式 | zh_TW |
| dc.subject | 產品涉入 | zh_TW |
| dc.subject | 品牌熟悉度 | zh_TW |
| dc.subject | Story Ads | en |
| dc.subject | Product Involvement | en |
| dc.subject | Transportation Imagery Model(TIM) | en |
| dc.subject | Narrative Ads | en |
| dc.subject | Transportation Theory | en |
| dc.subject | Mystery Ads | en |
| dc.subject | Brand Familiarity | en |
| dc.title | 故事型廣告與品牌揭露時機：產品類型與品牌熟悉度之干擾 | zh_TW |
| dc.title | Story-Formed Ads and Time of Brand Disclosure：The Moderation
Effect of Product Type and Brand Familiarity | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 100-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,謝依靜 | |
| dc.subject.keyword | 敘事廣告,故事型廣告,運輸理論,運輸影像模式,產品涉入,品牌熟悉度,神秘廣告, | zh_TW |
| dc.subject.keyword | Narrative Ads,Story Ads,Transportation Theory,Transportation Imagery Model(TIM),Product Involvement,Brand Familiarity,Mystery Ads, | en |
| dc.relation.page | 74 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2012-01-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 商學研究所 | zh_TW |
| 顯示於系所單位： | 商學研究所 | |
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| ntu-101-1.pdf 未授權公開取用 | 1.17 MB | Adobe PDF |
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