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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Yu-Fang Lin | en |
| dc.contributor.author | 林郁芳 | zh_TW |
| dc.date.accessioned | 2021-06-08T07:31:18Z | - |
| dc.date.copyright | 2008-07-03 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-06-24 | |
| dc.identifier.citation | 中文文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26899 | - |
| dc.description.abstract | 由於服務業的無形性(intangibility)，消費者難以在購買前瞭解服務的過程與結果，也缺乏客觀具體的標準來判斷服務的內容與價值，因而提高了顧客的知覺風險。所以應如何藉由適宜的廣告設計方式將無形的服務有形化，是一項重要的研究議題。本研究參考Stafford and Day (1995)的實驗架構並進行變數修改，探討在不同的服務業類型下，平面廣告中廣告訴求方式與屬性類別對廣告效果(廣告態度、品牌態度與購買意願)的影響。
本研究採用實驗設計法，以「服務業類型」、「廣告文字訴求」與「屬性類別」為自變數，分成「歡樂性用途」與「功能性用途」兩種服務業；「感性」與「理性」兩種廣告訴求；「過程屬性」與「結果屬性」兩種類別，共八個實驗組，並以台灣大學管理學院之大學部以及研究所的學生為施測對象，來進行研究。 研究結果指出： 一、在功能性服務業類型下，理性訴求比感性訴求產生較佳的廣告態度與購買意願；而在歡樂性服務業類型下，感性訴求比理性訴求產生較佳的廣告態度、品牌態度與購買意願。 二、在功能性服務業類型下，結果屬性比過程屬性產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，過程屬性比結果屬性產生較佳的廣告態度、品牌態度與購買意願。 三、在功能性服務業類型下，理性訴求和結果屬性的搭配方式比其他的搭配方式產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，感性訴求與過程屬性的搭配方式比其他的搭配方式產生較佳的品牌態度。 | zh_TW |
| dc.description.abstract | Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types.
Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute). The conclusions are as follows： 1.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. 2.As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. 3.As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T07:31:18Z (GMT). No. of bitstreams: 1 ntu-97-R95741003-1.pdf: 1118113 bytes, checksum: bba70ddb791ede4aca4fbd4783dfaf3e (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | 論文摘要..........................I
Thesis Abstract...................II 目錄..............................IV 表目錄............................VI 圖目錄............................VIII 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 服務的概念................5 第二節 廣告文字訴求..............14 第三節 過程屬性與結果屬性........22 第三章 研究方法..................34 第一節 研究架構..................34 第二節 研究假說..................35 第三節 研究變數之定義與衡量方法..39 第四節 前測......................43 第五節 研究設計..................53 第六節 資料處理與分析方式........62 第四章 研究結果..................63 第一節 樣本回收情況與分布........63 第二節 信度分析..................64 第三節 操弄檢定..................65 第四節 假說檢定..................71 第五節 實驗假說之驗證............79 第六節 其他發現..................80 第五章 結論與建議 ................87 第一節 研究結論..................87 第二節 研究討論..................89 第三節 行銷意涵..................94 第四節 研究限制..................95 第五節 後續研究建議..............96 參考文獻..........................98 中文文獻 .........................98 英文文獻 .........................98 附錄..............................111 附錄一：前測一問卷...............111 附錄二：前測二問卷...............113 附錄三：前測三問卷...............115 附錄四：正式實驗之平面廣告.......118 附錄五：正式問卷—功能性服務業...119 附錄五：正式問卷—歡樂性服務業...123 | |
| dc.language.iso | zh-TW | |
| dc.subject | 服務業類型 | zh_TW |
| dc.subject | 感性訴求 | zh_TW |
| dc.subject | 結果屬性 | zh_TW |
| dc.subject | 過程屬性 | zh_TW |
| dc.subject | 理性訴求 | zh_TW |
| dc.subject | Emotional appeal | en |
| dc.subject | Service type | en |
| dc.subject | Rational appeal | en |
| dc.subject | Outcome attribute | en |
| dc.subject | Process attribute | en |
| dc.title | 服務業類型、廣告文字訴求與屬性類別對廣告效果的影響 | zh_TW |
| dc.title | The effects of service types, advertising appeals and attributes on advertising effectiveness | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 簡怡雯,邱志聖 | |
| dc.subject.keyword | 服務業類型,感性訴求,理性訴求,過程屬性,結果屬性, | zh_TW |
| dc.subject.keyword | Service type,Emotional appeal,Rational appeal,Outcome attribute,Process attribute, | en |
| dc.relation.page | 126 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2008-06-25 | |
| 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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