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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Tzu-Chen Yang | en |
| dc.contributor.author | 楊紫辰 | zh_TW |
| dc.date.accessioned | 2021-06-08T07:31:34Z | - |
| dc.date.copyright | 2008-07-03 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-06-24 | |
| dc.identifier.citation | 參考文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26904 | - |
| dc.description.abstract | 為了讓消費者留下深刻印象，愈來愈多的廣告，開始採用各種「不一致」的手法以製造另類驚喜的效果，而指標性背景音樂之採用，也屢見不鮮。因此，本研究欲探討廣告背景音樂-訊息不一致性和廣告音樂指標性高低對消費者意識到之幽默、正面情緒、對廣告之注意力、廣告態度和品牌態度之影響，剪輯2×2 (廣告音樂-訊息不一致性高/低 × 廣告音樂指標性高/低)，共四組廣告影片進行研究，以大學生和研究生為主要研究對象，並使用LISREL為模型分析工具。
研究結果顯示，廣告音樂-訊息之不一致性，未必能夠成功地引起消費者幽默之感受，且廣告音樂-訊息之不一致性，將會減低正面情緒，對於廣告態度，亦有不良影響;若廣告背景音樂具有高指標性，則可提升廣告整體注意力，並有助於產生正面情緒。同時，幽默對廣告之整體注意力之增加有一定程度的幫助，並可產生正面情緒，若對廣告之整體注意力愈高，能夠引起正面情緒的程度也愈強烈，而正面情緒的產生，有助於正面廣告態度的形成，最後，廣告態度對於品牌態度有直接且重要的影響。 | zh_TW |
| dc.description.abstract | Nowadays, in order to build a deep and surprising impression in consumers' mind , more and more firms are starting to use the「incongruity」method in advertisement. What’s more, the use of high indexicality background music in advertisement also becomes a very popular marketing strategy. The purpose of this research is to find out the influence of background music-message incongruity and music indexicality on perceived humor、positive emotions、attention to the advertisement、attitudes toward the advertisement and attitudes toward the brand. Therefore, we design 2 × 2 (music-message incongruity high / low × music indexicality high / low), which total four versions of TV advertisements, to conduct the research. Most of the samples are college students and graduate students, and we use LISREL to analyze the model.
Consequently, we find that music-message incongruity doesn’t necessarily arouse the consumers’ feeling of humor. Also, music-message incongruity decrease positive emotions, and it also has direct negative effect on attitudes toward the advertisement. On the other hand, when the indexicality of the music is high, the consumers pay more attention to the advertisement and have positive emotions in their mind. Moreover, humor is helpful to increase attention to the advertisement and arouse the consumers’ positive emotions. If attention to the advertisement is high, positive emotions would also be strong. Positive emotions can also bring positive attitudes toward the advertisement. Finally, we prove that the more positive attitudes toward the advertisement would result in more positive attitudes toward the brand. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T07:31:34Z (GMT). No. of bitstreams: 1 ntu-97-R95724009-1.pdf: 724196 bytes, checksum: 127b9ee5acc9fa2c052b7dc0c1aefc0d (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | 目錄
第一章 緒論 第一節 研究動機 …………………………………………… 1 第二節 研究目的 …………………………………………… 3 第三節 研究流程 …………………………………………… 4 第二章 文獻探討 第一節 音樂的角色 ………………………………………… 5 第二節 音樂與訊息的一致性高低 ………………………… 10 第三節 音樂的指標性 ……………………………………… 16 第四節 幽默感的產生 ……………………………………… 18 第五節 情緒的影響 ………………………………………… 25 第三章 研究方法 第一節 研究架構 …………………………………………… 29 第二節 研究假設 …………………………………………… 30 第三節 變數定義與衡量 …………………………………… 34 第四節 研究設計 …………………………………………… 42 第五節 前測過程 …………………………………………… 44 第六節 問卷設計與抽樣方法 ……………………………… 48 第七節 統計分析方法 ……………………………………… 48 第四章 資料分析與結果 第一節 基本資料分析 ……………………………………… 53 第二節 信度與效度分析 …………………………………… 58 第三節 結構關係模式分析 ………………………………… 65 第四節 假設檢定結果 ……………………………………… 73 第五章 結論與建議 第一節 研究結論 …………………………………………… 81 第二節 管理意涵與建議 …………………………………… 84 第三節 研究限制 …………………………………………… 87 第四節 後續研究建議 ……………………………………… 89 參考文獻 ……………………………………………………… 92 附錄一 前測問卷 ……………………………………………… 104 附錄二 正式問卷 ……………………………………………… 108 表次 表 2-1 音樂一致性影響之實證研究整理 …………………… 11 表 2-2 各學派對於情緒主效果進行相關研究整理表 ……… 26 表 3-1 廣告音樂 - 訊息不一致性之衡量 ………………… 35 表 3-2 音樂指標性之衡量 …………………………………… 36 表 3-3 意識到之幽默之衡量 ………………………………… 37 表 3-4 對廣告之注意力之衡量 ……………………………… 38 表 3-5 正面情緒之衡量 ……………………………………… 39 表 3-6 廣告態度之衡量 ……………………………………… 40 表 3-7 品牌態度之衡量 ……………………………………… 41 表 3-8 廣告背景音樂候選名單 ……………………………… 44 表 3-9 第一階段前測問卷題目 ……………………………… 45 表 3-10 第一階段前測結果—前測問卷第一題之總得分 …… 46 表 3-11 第二階段前測結果—音樂 - 訊息不一致性之檢定… 47 表 3-12 LISREL之配適度指標 ………………………………… 51 表 4-1 樣本性別分佈 ………………………………………… 53 表 4-2 樣本年齡分佈 ………………………………………… 53 表 4-3 樣本教育程度分佈 …………………………………… 54 表 4-4 樣本職業分佈 ………………………………………… 54 表 4-5 樣本學生就讀學院分佈 ……………………………… 55 表 4-6 樣本每月可支配所得分佈 …………………………… 56 表 4-7 樣本是否聽過廣告中音樂之佈 ……………………… 56 表 4-8 樣本是否喜歡音樂之分佈 …………………………… 57 表 4-9 樣本聽音樂頻率之分佈 ……………………………… 57 表 4-10 樣本是否受過音樂訓練之分佈……………………… 58 表 4-11 衡量模式標準化因素負荷量與Cronbach’s α ………… 62 表 4-12 模型之潛在變數表 …………………………………… 66 表 4-13 模型之顯現變數表 …………………………………… 66 表 4-14 整體模型配適度表 …………………………………… 69 表 4-15 Lambda-X、Lambda-Y 之標準化估計值 …………… 70 表 4-16 Gamma、Beta之參數估計值 ………………………… 71 表 4-17 個別顯現變數及個別結構方程式之衡量表 ………… 72 表 4-18 假設檢定結果整理 …………………………………… 80 圖次 圖 1-1 研究流程 ……………………………………………… 4 圖 2-1 Suls 的「失諧 – 解困」理論 …………………… 23 圖 2-2 Edell and Burke之概念模型 ……………………… 28 圖 3-1 本研究觀念性架構 …………………………………… 29 圖 3-2 廣告影片分組之設計(1) …………………………… 42 圖 3-3 廣告影片分組之設計(2) …………………………… 43 圖 4-1 衡量題目架構圖 ……………………………………… 65 圖 4-2 本研究路徑分析結果 ………………………………… 71 圖 4-3 廣告注意力和不一致性關係圖 ……………………… 76 | |
| dc.language.iso | zh-TW | |
| dc.subject | 音樂-訊息不一致性 | zh_TW |
| dc.subject | 背景音樂 | zh_TW |
| dc.subject | 指標性 | zh_TW |
| dc.subject | background music | en |
| dc.subject | indexicality | en |
| dc.subject | music-message incongruity | en |
| dc.title | 背景音樂不一致性和指標性對廣告效果影響之研究 | zh_TW |
| dc.title | The Influence of Background Music
Incongruity and Indexicality on Advertising | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林俊昇,江季芸 | |
| dc.subject.keyword | 背景音樂,音樂-訊息不一致性,指標性, | zh_TW |
| dc.subject.keyword | background music,music-message incongruity,indexicality, | en |
| dc.relation.page | 113 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2008-06-24 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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