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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Yi-Jyun Chen | en |
| dc.contributor.author | 陳怡均 | zh_TW |
| dc.date.accessioned | 2021-06-13T04:50:48Z | - |
| dc.date.available | 2007-07-20 | |
| dc.date.copyright | 2006-07-20 | |
| dc.date.issued | 2006 | |
| dc.date.submitted | 2006-07-14 | |
| dc.identifier.citation | 一、中文部分
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Huston, and Darwin Eakins (1991),” Children’s Auditory and Visual Processing of Narrated and Nonnarrated Television Programming,” Journal of Experimental Child Psychology, vol.51, p.90 30. Schramm W, L, (1971),” The Science of Human Communication New Directions and New Findings in Communication Research,” New York, Pantheon Books Press. 31. Scott S. Liu and Patricia A. Stout (1987), “Effects of Message Modality and Appeal on Advertising Acceptance,” Psychology & Marketing, vol.4 , iss.3, p.167 32. Sherif, C. W. (1963), “Social Categorization as a Function of Latitude of Acceptance and Series Range,” Journal of Abnormal Psychology, vol.167, p.148 33. Solomon, Michael R. and Basil G. Englis (1994),” The Big Picture: Product Complementarity and Integrated Communications,” Journal of Advertising Research, vol.34, iss.1, p.57 34. Taylor, Shelley E. and Suzanne C. Thompson (1982), “Staking the Elusive Vividness Effect,” Psychological Bulletin, vol.98, p.155 35. Vaughan, R. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33618 | - |
| dc.description.abstract | 電視購物在台灣日趨普遍，電視購物頻道也由原本單一集團增加為三個集團，而對於頻道業者而言，如何在龐大的市場商機之中佔有一席之地是目前最重要的課題，要能吸引消費者注意並且激發起購買慾望，在電視購物節目本身必須有所調整，節目的訴求種類以及呈現方式常被認為是引起消費者購買慾望的原因之一，然而尚無學術研究結果證實電視購物節目訴求類型以及呈現方式對於觀眾對產品態度、廣告態度以及購買意願之直接關係。
本研究即是針對電視購物頻道中之訴求種類、呈現方式對觀眾之影響，並且以產品種類為調節變數，運用實驗設計的方式，藉以了解各個實驗操弄變項對於觀眾態度及購買意願之影響，並且討論一致性以及生動性的中介效果。實驗操弄的變數為廣告訴求(理性訴求、感性訴求)、呈現方式(圖文視覺、口語傳遞)、產品種類(思考型、情感型)，共有8組不同的電視購物影片，實驗結果如下： 1. 廣告訴求與產品種類有交叉關係。觀眾收看思考型產品搭配理性訴求之節目或者情感型商品搭配感性訴求之節目將會有較高的產品態度、廣告態度及購買意願。 2. 廣告訴求與呈現方式有交叉關係。觀眾收看理性訴求之節目搭配口語傳遞的呈現方式或是感性訴求之節目搭配圖文視覺的呈現方式將會有較高的產品態度、廣告態度及購買意願。 3. 生動性為廣告訴求與呈現方式之交叉關係對廣告態度之中介變數。 | zh_TW |
| dc.description.abstract | In recent years, TV-shopping is becoming popular. The acceptance of consuming through TV channel now is much higher than that in past years. Lured by the huge potential market and revenue of TV-shopping market, many enterprises are interested in the growing market. As the result, the TV-shopping industry was expanded both in numbers of channels and number of enterprises. How to attract audiences’ attention and evoke their purchase intention is the most significant issue. Appeal and modality of the TV-shopping program are considered as some of the most factors which will affect audiences’ attitude and intention. However, we can hardly find the research about the topic.
In this research, we examine the effect of appeal in TV-shopping program with the moderating roles- modality and product type. Finally, we also try to find out the mediators in those interact effects. This experiment manipulated three variables: appeal in TV-shopping program (rational appeal/ emotional appeal), presentation format (visual/ auditory), and product type (thinking/ feeling). We can conclude the results as follow: 1. There is interact effect between appeal and product type. Audiences watching TV-shopping programs introducing thinking products with rational appeal or feeling products with emotional appeal will have higher purchase intention and more positive attitudes toward both the program and the product. 2. There is interact effect between appeal and modality. Audiences watching rational appeal program with audio modality or emotional appeal program with visual modality will have higher purchase intention and more positive attitudes toward both the program and the product. 3. Vividness is the mediator of the interact effect between appeal and modality to attitude toward program. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T04:50:48Z (GMT). No. of bitstreams: 1 ntu-95-R93741048-1.pdf: 232444 bytes, checksum: 2110c6113bc08ea8e1fc2f63334cd40d (MD5) Previous issue date: 2006 | en |
| dc.description.tableofcontents | 第一章 緒論…………………………………………………………………………1
第一節 研究動機………………………………………………………………1 第二節 研究目的………………………………………………………………2 第二章 文獻探討……………………………………………………………………3 第一節 廣告訴求………………………………………………………………3 第二節 產品種類………………………………………………………………6 第三節 呈現方式………………………………………………………………9 第四節 一致性………………………………………………………………..11 第五節 生動性……………………………………………………………….13 第三章 研究方法………………………………………………………………….15 第一節 研究架構…………………………………………………………….15 第二節 研究設計…………………………………………………………….17 第三節 變數定義與衡量…………………………………………………….23 第四節 實驗程序…………………………………………………………….27 第四章 資料分析…………………………………………………………………28 第一節 樣本回收狀況………………………………………………………28 第二節 信度分析……………………………………………………………31 第三節 操弄檢定……………………………………………………………32 第四節 假說檢定……………………………………………………………35 第五章 結論與建議………………………………………………………………53 第一節 研究結論……………………………………………………………53 第二節 行銷意涵……………………………………………………………55 第三節 研究限制……………………………………………………………57 第四節 後續研究建議………………………………………………………58 參考文獻……………………………………………………………………………59 一、中文部分…………………………………………………………………59 二、英文部分…………………………………………………………………60 附錄…………………………………………………………………………………62 一、前測一問卷………………………………………………………………62 二、前測二問卷………………………………………………………………63 三、正式實驗問卷……………………………………………………………67 表次 【表2-1】FCB Grid………………………………………………………………..6 【表3-1】研究假說總整理……………………………………………….………16 【表3-2】實驗設計組合………………………………………………….………17 【表3-3】前測一列舉商品品項………………………………………….………18 【表3-4】前測一之結果整理…………………………………………….………19 【表3-5】前測二衡量產品種類問項…………………………………….………20 【表3-6】前測二之平均值計算………………………………………….………21 【表3-7】不同產品種類之廣告訴求內容……………………………….………21 【表4-1】各組樣本性別分佈表………………………………………….………28 【表4-2】樣本之學院、科系分佈表……………………………….……………29 【表4-3】樣本之曾經購買次數分佈表………………………………….………30 【表4-4】信度分析…………………………………………………….…………31 【表4-5】廣告訴求各水準之樣本數與平均數………………………………….32 【表4-6】廣告訴求之操弄檢定………………………………………….………32 【表4-7】產品種類各水準之樣本數與平均數……………….…………………33 【表4-8】產品種類之操弄檢定………………………………………………….34 【表4-9】多變量變異數分析………………………….…………………………36 【表4-10】廣告訴求對產品態度、廣告態度以及購買意願之影響……………37 【表4-11】研究假說1之檢定結果………………………………………………37 【表4-12】廣告訴求與產品種類對應變數之影響…….….…………….………38 【表4-13】研究假說2之檢定結果…………………….….…………….………40 【表4-14】呈現方式與廣告訴求對應變數之影響………..…………….………40 【表4-15】研究假說3之檢定結果………………………..…………….………42 【表4-16】產品態度之Student-Newman-Keuls檢定…………………………43 【表4-17】廣告態度之Student-Newman-Keuls檢定…………………………43 【表4-18】購買意願之Student-Newman-Keuls檢定…………………………44 【表4-19】產品種類與廣告訴求對一致性之影響………….……………...……45 【表4-20】廣告訴求與產品種類之不同水準下一致性分數的平均值….………45 【表4-21】以一致性為共變量之變異數分析……………….…………..……….46 【表4-22】研究假說4之檢定結果……………………….………………..…….47 【表4-23】呈現方式與廣告訴求對生動性之影響……….………………..…….47 【表4-24】呈現方式與廣告訴求之不同水準下生動性分數的平均值…….……48 【表4-25】以生動性為共變量之變異數分析…………………………………….49 【表4-26】研究假說5之檢定結果…………………….………………..….……50 【表4-27】假說檢定結果總整理…………………………….…………...……….51 圖次 【圖3-1】實驗設計之研究架構……………………………………………………15 【圖4-1】產品種類與廣告訴求對產品態度之交互作用…………………………39 【圖4-2】產品種類與廣告訴求對廣告態度之交互作用…………………………39 【圖4-3】產品種類與廣告訴求對購買意願之交互作用…………………………39 【圖4-4】呈現方式與廣告訴求對產品態度之交互作用…………………………41 【圖4-5】呈現方式與廣告訴求對廣告態度之交互作用…………………………41 【圖4-6】呈現方式與廣告訴求對購買意願之交互作用…………………………41 【圖4-7】修正後之觀念架構………………………………………………………52 | |
| dc.language.iso | zh-TW | |
| dc.subject | 產品種類 | zh_TW |
| dc.subject | 電視購物 | zh_TW |
| dc.subject | 呈現方式 | zh_TW |
| dc.subject | 廣告訴求 | zh_TW |
| dc.subject | appeal | en |
| dc.subject | product type | en |
| dc.subject | modality | en |
| dc.title | 電視購物節目訴求類型與呈現方式之影響 | zh_TW |
| dc.title | The effect of appeal and modality in TV-shopping program. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 94-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 簡怡雯,王仕茹 | |
| dc.subject.keyword | 電視購物,呈現方式,廣告訴求,產品種類, | zh_TW |
| dc.subject.keyword | appeal,modality,product type, | en |
| dc.relation.page | 72 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2006-07-17 | |
| 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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