請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62978完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華(Nai-Hwa Lien) | |
| dc.contributor.author | Yu-Min Tsai | en |
| dc.contributor.author | 蔡育旻 | zh_TW |
| dc.date.accessioned | 2021-06-16T16:17:17Z | - |
| dc.date.available | 2013-02-21 | |
| dc.date.copyright | 2013-02-21 | |
| dc.date.issued | 2012 | |
| dc.date.submitted | 2013-02-05 | |
| dc.identifier.citation | 1、 Amabile, T. M. (1983). 'The social psychology of creativity: A componential conceptualization.' Journal of Personality and Social Psychology 45(2): 357.
2、 Ang, S. H., Y. H. Lee, et al. (2007). 'The ad creativity cube: conceptualization and initial validation.' Journal of the Academy of Marketing Science 35(2): 220-232. 3、 Ang, S. H. and S. Y. M. Low (2000). 'Exploring the dimensions of ad creativity.' Psychology and Marketing 17(10): 835-854. 4、 Barron, F. (1988). '3 Putting creativity to work.' The nature of creativity: Contemporary psychological perspectives: 76. 5、 Besemer, S. and K. O'QUIN (1986). 'Analyzing creative products: Refinement and test of a judging instrument.' The Journal of Creative Behavior 20(2): 115-126. 6、 Besemer, S. P. and D. J. Treffinger (1981). 'Analysis of Creative Products: Review and Synthesis*.' The Journal of Creative Behavior 15(3): 158-178. 7、 Burroughs, J. E. and D. G. Mick (2004). 'Exploring antecedents and consequences of consumer creativity in a problem solving context.' Journal of consumer research 31(2): 402-411. 8、 Barron, Frank (1988), “Putting Creativity to Work,” in The Nature of Creativity, Robert J. Sternberg, ed., Cambridge:Cambridge University Press, 43–75. 9、 Chambers, D. and D. Reisberg (1985). 'Can mental images be ambiguous?' Journal of Experimental Psychology: Human Perception and Performance 11(3): 317. 10、 Deighton, J. (1984). 'The interaction of advertising and evidence.' Journal of consumer research: 763-770. 11、 Duke, L. (2000). Like an Idea, Only Better: How Do Advertising Educators and Practitioners Define and Use the Creative Concept?, Pullman, WA; American Academy of Advertising; 1999. 12、 Duke, L. and J. Sutherland (2001). Toward a Confluence Model of Advertising Creative Concepts, Pullman, WA; American Academy of Advertising; 1999. 13、 Eisenberger, R., S. Armeli, et al. (1998). 'Can the promise of reward increase creativity?' Journal of Personality and Social Psychology 74(3): 704. 14、 Finger, F. W. and D. G. Mook (1971). 'Basic drives.' Annual Review of Psychology 22(1): 1-38. 15、 Fitzsimons, Gavan J. (2008), “Death to Dichotomizing,” Journal of Consumer Research, 35 (June), 5–8. 16、 Fitzsimons, Gra’inne M., Tanya L. Chartrand, and Gavan J. Fitzsimons (2008), “Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You ‘Think Different,” Journal of Consumer Research, 35 (June), 21–35. 17、 Glover, J. and A. Gary (1976). 'Procedures to increase some aspects of creativity.' Journal of Applied Behavior Analysis 9(1): 79. 18、 Greenwald, A. G. and C. Leavitt (1984). 'Audience involvement in advertising: Four levels.' Journal of consumer research: 581-592. 19、 Guilford, J. P., Philip R. Merrifield, and Robert C.Wilson (1958), Unusual Uses Test, Orange, CA: Sheridan Psychological Services. 20、 Guilford. James P. (1965). '-Intellectual Factors in Productive Thinking.' in Productive Thinking in Education. Washington, DC: National Education Association, pp. 5-20. 21、 Guilford, J. P. (1967), The Nature of Human Intelligence, New York: McGraw-Hill. — (1968), Intelligence, Creativity, and Their Educational Implications, San Diego, CA: Knapp. 22、 Ha, Y. W. and S. J. Hoch (1989). 'Ambiguity, processing strategy, and advertising-evidence interactions.' Journal of consumer research: 354-360. 23、 Haberland, G. S. and P. A. Dacin (1992). 'The development of a measure to assess viewers??judgments of the creativity of an advertisement: A preliminary study.' Advances in Consumer Research 19(1): 817-825. 24、 Hirschman, E. C. (1980). 'Innovativeness, novelty seeking, and consumer creativity.' Journal of consumer research: 283-295. 25、 Hoch, S. J. and Y. W. Ha (1986). 'Consumer learning: Advertising and the ambiguity of product experience.' Journal of consumer research: 221-233. 26、 Jackson, P. W. and S. Messick (1965). 'The person, the product, and the response: conceptual problems in the assessment of creativity1.' Journal of Personality 33(3): 309-329. 27、 Jaworski, B. J. and D. J. MacInnis (1989). 'Marketing jobs and management controls: toward a framework.' Journal of Marketing Research: 406-419. 28、 Kleinbaum, D., L. Kupper, et al. (1998). 'Selecting the best regression equation.' Applied regression analisys and other multivariable methods 3: 387-422. 29、 Koslow, S., S. L. Sasser, et al. (2003). 'What is creative to whom and why? Perceptions in advertising agencies.' Journal of Advertising Research 43(01): 96-110. 30、 Kover, A. J., S. M. Goldberg, et al. (1995). 'Creativity vs. effectiveness? An integrating classification for advertising.' Journal of Advertising Research 35: 29-40. 31、 Krugman, H. E. (1965). 'The impact of television advertising: Learning without involvement.' Public opinion quarterly 29(3): 349-356. 32、 Krugman, H. E. (1971). 'Brain wave measures of media involvement.' Journal of Advertising Research 11(1): 3-9. 33、 MacKinnon, Donald W. (1987), 'Some Critical Issues for Future Research in Creativity,' in Frontiers of Creativity Research, Scott G. Isaksen, ed., Buffalo, NY: Bearly, 120-130 34、 Maclnnis, D. J. and B. J. Jaworski (1989). 'Information processing from advertisements: Toward an integrative framework.' The Journal of marketing: 1-23. 35、 Maslow, A.H. (1970) Motivation and Personality (2nd Ed.). New York: Harper. 36、 Maslow, A.H. (1971) The Farthest Reaches of Human Nature. New York: Penguin Books. 37、 Mishra, S., U. Umesh, et al. (1993). 'Antecedents of the attraction effect: An information-processing approach.' Journal of Marketing Research: 331-349. 38、 Muehling, D., R. Laczniak, et al. (1993). 'Defining, operationalizing, and using involvement in advertising research: A review.' Journal of Current Issues and Research Advertising. 39、 Muehling, D.D. and Laczniak, R.N. (1993) ‘The Relationship Between Experimental Manipulations and Tests of Theory in an Advertising Message Involvement Context’, Journal of Advertising 22 (September): 59–74. 40、 Peracchio, L. A. and J. Meyers-Levy (1994). 'How ambiguous cropped objects in ad photos can affect product evaluations.' Journal of consumer research: 190-204. 41、 Petty, R. E., J. T. Cacioppo, et al. (1983). 'Central and peripheral routes to advertising effectiveness: The moderating role of involvement.' Journal of consumer research: 135-146. 42、 Petty, R. E., J. T. Cacioppo. (1986). Communication and Persuasion: Central and Peripheral Routes to Persuasion. Springer-Verlag, New York. 43、 Pieters, R., L. Warlop, et al. (2002). 'Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory.' Management Science: 765-781. 44、 Pieters, R. and M. Wedel (2007). 'Goal control of attention to advertising: The Yarbus implication.' Journal of consumer research 34(2): 224-233. 45、 Sobel, R.S. and Rothenberg, A. (1980) ‘Artistic Creation as Stimulated by Superimposed Versus Separated Visual Images’, Journal of Personality and Social Psychology 39 (November): 953–61. 46、 Sabini, John and Maury Silver (1982), 'Some Senses of Subjective,' in Explaining Human Behavior, ed. P.F. Secord, Beverly Hills, CA: Sage, 71-91. 47、 Shepard, R. N. (1964). 'On subjectively optimum selection among multiattribute alternatives.' Human judgments and optimality: 257-281. 48、 Smith, R. E., J. Chen, et al. (2008). 'The impact of advertising creativity on the hierarchy of effects.' Journal of Advertising 37(4): 47-62. 49、 Smith, R. E., S. B. MacKenzie, et al. (2007). 'Modeling the determinants and effects of creativity in advertising.' Marketing Science 26(6): 819-833. 50、 Smith, R. E. and X. Yang (2004). 'Toward a general theory of creativity in advertising: Examining the role of divergence.' Marketing Theory 4(1-2): 31-58. 51、 Sobel, R. S. and A. Rothenberg (1980). 'Artistic creation as stimulated by superimposed versus separated visual images.' Journal of Personality and Social Psychology 39(5): 953. 52、 Steenkamp, J. B. E. M. and H. Baumgartner (1992). 'The role of optimum stimulation level in exploratory consumer behavior.' Journal of consumer research: 434-448. 53、 Stone, G., D. Besser, et al. (2000). 'Recall, Liking, and Creativity in TV Commericals: A New Approach.' Journal of Advertising Research 40(3): 7-18. 54、 Tellis, G. J. (1998). Advertising and sales promotion strategy, Addison-Wesley Reading, MA. 55、 Thorson, E. and X. Zhao (1997). 'Television viewing behavior as an indicator of commercial effectiveness.' Measuring advertising effectiveness: 221-237. 56、 Till, B. D. and D. W. Baack (2005). 'Recall and Persuasion: does creative advertising matter?' Journal of Advertising 34(3): 47-57. 57、 Wells, W. (1989). Planning for ROI: Effective advertising strategy, Prentice Hall. 58、 West, D. C., A. J. Kover, et al. (2008). 'Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?' Journal of Advertising 37(4): 35-46. 59、 Yang, X., T. Ringberg, et al. 'The Construal (In) compatibility Effect: The Moderating Role of a Creative Mind-Set.' Journal of consumer research 38(4): 681-696. 60、 Yang, X. and R. E. Smith (2009). 'Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity.' Marketing Science 28(5): 935-949. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62978 | - |
| dc.description.abstract | 廣告在行銷歷史上扮演了重要角色，廣告創意仍被每年的全球性廣告與行銷獎項所重視，而本研究即致力於探討廣告創意產生效果的條件是否為市場產品的模糊性，因實務上消費者獲知資訊的能力不斷上升，此時廣告創意是否仍有用？
故本研究目的為研究產品模糊性對廣告創意效果的干擾作用，探討產品資訊模糊性(Ambiguity)是否為創意廣告的干擾變數，且干擾(Moderate)之下的廣告效果為何。及消費者的創意心智(Consumer Creative Mind-Set)與正向心情(Positive Affect)是否扮演了廣告創意效果的中介角色 本研究採用受試者間實驗設計法，分為「高/低廣告創意」、「產品模糊性高/低」兩因子，形成四個實驗組，再進行雙因子變異數分析(Two-way ANOVA)、單變量共變數分析、多元迴歸分析、調節迴歸分析。有效樣本數131，結果部分符合預期。研究結果如下指出： 一、 看完有創意的廣告之後，確實會形成正向心情(Positive Affect)，但後續僅會對於觀賞意圖(Viewing Intention)有顯著的影響力，對購買意圖(Purchase Intention)的影響不顯著 二、 廣告創意越高，消費者創意心智(Consumer Creative Mind-set)也越高。但當消費者創意心智不論越高或越低，廣告效果都未受到影響 三、 廣告創意與產品資訊模糊性對廣告效果具有顯著的交互作用效果，即廣告創意確實需搭配產品資訊模糊性在適當的程度下，才會有效地產生廣告效果。 四、 有創意的廣告搭配產品資訊模糊性低時比模糊性高(Unambiguity)時，購買意圖較佳，此為與研究假說完全相反之結果。有創意的廣告搭配產品資訊模糊性高時比模糊性低(Unambiguity)時，觀賞意圖(VI)才會較佳；但高與低創意的廣告(Uncreative Ads)在產品資訊模糊性低時觀賞意圖(VI)無顯著差異。 | zh_TW |
| dc.description.abstract | Advertising plays an important role in marketing history. The global creative and marketing awards still value advertising creativity as treasure every year. In practice, consumers nowadays could get more information of interesting consumptions through multiple media and channels. Does advertising creativity still make an impact when consumers encounter ambiguous product information? If so, what is the underlying mechanism? These are interesting and important issues for both researchers and advertising managers.
This study examined how product information ambiguity moderates advertising creativity effect, also investigated whether consumer creative mind-set and positive affect mediate the persuasion process of advertising creativity. A 2x2 between-subject experiment was conducted. The two independent variables are” advertising creativity”、and “product information ambiguity”. The one-way univariate analysis of covariance (UANCOVA), two-way analysis of covariance (two-way ANOVA), multiple regressions, moderating regression were also applied to test the hypotheses. The results are as follow： 1. Creative ads lead to positive affect, which then increases viewing intention but not purchasing intention. 2. Consumers form a creative mind-set after seeing creative ads, but mind-set dose not influence viewing intention nor purchase intention. 3. There are a significant interaction between advertising creativity and product ambiguity. When product information is not ambiguous, creative ads generate higher purchase intention and viewing intention than not creative ads. When product information is ambiguous, there's no significant difference between high and low creative ads. 4. Under the high product ambiguity conditions, the viewing intention for creative ads is significantly higher than for uncreative ads. Under the low ambiguity condition, viewing intention does not differ between creative and uncreative ads. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T16:17:17Z (GMT). No. of bitstreams: 1 ntu-101-R99741037-1.pdf: 2807840 bytes, checksum: 2110b66e2bb54ee3ef8be53ac87e456b (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 2 第二章、文獻探討與回顧 4 第一節 廣告創意的定義與分類理論 4 第二節 創意廣告效果 5 第三節 廣告創意的中介過程 8 第四節 產品資訊模糊性 9 第五節 廣告創意與模糊性 10 第三章、研究架構與假說推論 11 第一節 研究架構 11 第二節 研究假說推論 11 第四章、研究方法 14 第一節 實驗設計 14 第二節 實驗刺激物與前測 14 第三節 實驗參與者 17 第四節 實驗變數定義與衡量 17 第五節 實驗程序 19 第五章、研究結果 21 第一節 操弄檢驗 21 第二節 假說檢定 21 第三節 其他發現 28 第四節 研究結果總結 31 第六章、結論與建議 32 第一節 主要發現與討論 32 第二節 理論意涵 33 第三節 實務意涵 34 第四節 研究限制與未來研究方向 35 附錄一、前測一問卷 37 附錄二、前測二問卷 39 第一節 Ambiguous前測問卷 39 第二節 Unambiguous前測問卷 39 附錄三、正式實驗問卷 41 附錄四、實驗中使用的有創意/無創意廣告擷圖 51 參考文獻 57 | |
| dc.language.iso | zh-TW | |
| dc.subject | 廣告創意效果 | zh_TW |
| dc.subject | 購買意圖 | zh_TW |
| dc.subject | 觀賞意圖 | zh_TW |
| dc.subject | 消費者創意心智 | zh_TW |
| dc.subject | 正向心情 | zh_TW |
| dc.subject | 產品資訊模糊性 | zh_TW |
| dc.subject | 廣告創意的歧異性與相關性 | zh_TW |
| dc.subject | 廣告創意元素 | zh_TW |
| dc.subject | Positive Affect | en |
| dc.subject | Creative ADs | en |
| dc.subject | Creative Advertising Elements | en |
| dc.subject | Advertising Creativity Divergence | en |
| dc.subject | Advertising Creativity Relevance | en |
| dc.subject | Product Ambiguity | en |
| dc.subject | Advertising Creativity | en |
| dc.subject | Creative Mind-Set | en |
| dc.subject | Consumer Creative Mind-Set | en |
| dc.subject | Viewing Intention | en |
| dc.subject | Purchasing Intention | en |
| dc.title | 廣告創意作用過程：產品資訊模糊性之干擾 | zh_TW |
| dc.title | The Underlying Process of Creative Advertising Effect:The Modeling Role of Product Ambiguity | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 101-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 周軒逸(Hsuan-Yi Chou),陳建維(Chien-Wei Chen) | |
| dc.subject.keyword | 廣告創意效果,廣告創意元素,廣告創意的歧異性與相關性,產品資訊模糊性,正向心情,消費者創意心智,觀賞意圖,購買意圖, | zh_TW |
| dc.subject.keyword | Advertising Creativity,Creative ADs,Creative Advertising Elements,Advertising Creativity Divergence,Advertising Creativity Relevance,Product Ambiguity,Positive Affect,Creative Mind-Set,Consumer Creative Mind-Set,Viewing Intention,Purchasing Intention, | en |
| dc.relation.page | 62 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2013-02-05 | |
| 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 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-101-1.pdf 未授權公開取用 | 2.74 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。