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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華 | |
| dc.contributor.author | Ching-Fang Yen | en |
| dc.contributor.author | 嚴卿方 | zh_TW |
| dc.date.accessioned | 2021-05-13T06:41:08Z | - |
| dc.date.available | 2017-09-19 | |
| dc.date.available | 2021-05-13T06:41:08Z | - |
| dc.date.copyright | 2017-07-20 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-07-04 | |
| dc.identifier.citation | 仇德輝（2001）。數理情感學。中國：湖南人民出版社。
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/2505 | - |
| dc.description.abstract | 人格特質（personality）為較持久且穩定的區隔變數，不同的人格特質對廣告訊息的接受程度會有所差異。本研究試圖將自我構念此人格特質與消費者研究做結合，探討不同的廣告訴求在自我構念此人格特質調節下之影響。本研究廣告訴求（理性／個人情感／團體情感）及自我構念（獨立自我／相依自我）為3x2的組間設計，產品類別（享樂型、功能型）為組內設計，並細部區分出現的先後順序，共計12組實驗單位。
研究結果顯示，產品類別和廣告訴求、自我構念間在廣告態度、產品態度及購買意願上都沒有交互作用，功能性產品與享樂型產品在廣告訴求及自我構念的廣告效果沒有差異。 而無論在理性訴求下或感性訴求下，獨立自我者與相依自我者的廣告效果沒有顯著差異，此結果與過往研究不盡相同，可能與本研究在情感廣告又再細分個人情感與團體情感廣告效果相互抵消有關。 當廣告訴求為個人情感時，獨立自我者相對於相依自我者的廣告態度、產品態度與購買意願較佳，但沒有顯著差異。而當廣告訴求為團體情感時，相依自我者相對於獨立自我者的廣告態度顯著較佳，而在產品態度與購買意願方向一致但沒有顯著差異。綜合以上，自我構念與廣告訴求間的交互作用顯著，自我構念在此研究中為調節變數。 | zh_TW |
| dc.description.abstract | Personality is a stable segment variables for advertising. The present research explore the impacts of self-construal on the effectiveness of different advertising appeals. The study consisted of a 3 (advertising appeals: rational / individual emotional / group emotional) x 2 (self-construal: independent / interdependent) between-subjects experimental design and x 2 (product type: utilitarian / hedonic) within-subjects design. The results show that there is no 3-way interaction between product type, advertising appeal and self-construal on advertising attitude, product attitude and purchase intention. There is no difference in the advertising effectiveness between the utilitarian product and the hedonic product. Whether under the condition of rational appeal or emotional appeal, there is no significant difference in the advertising effectiveness between independent self and interdependent self. We divide emotional appeals to individual emotional appeal and group emotional appeal to explore the advertising effectiveness on different appeals and self-construal. Individual emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas group emotional appeal will stimulate more positive advertising attitude for consumers with interdependent self than consumers with an independent self. The findings mean that self-construal is an important moderators of effectiveness of different advertising appeals. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-13T06:41:08Z (GMT). No. of bitstreams: 1 ntu-106-R04741021-1.pdf: 3451761 bytes, checksum: 3be2e1e784865bcb33922a158ac50b60 (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | 口試委員會審定書 i
誌謝 ii 中文摘要 iii ABSTRACT iv 大綱 v 圖目錄 ix 表目錄 x 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 自我構念 4 一、 自我構念 4 二、 獨立自我 4 三、 相依自我 5 第二節 自我構念相關研究 7 一、 自我構念與文化 7 二、 自我構念與性別 8 三、 自我構念的恆久性 8 第三節 自我構念對認知的影響 10 第四節 自我構念對情感的影響 11 一、 自我構念與情感 11 二、 自我中心情感（ego-focused emotions） 12 三、 他人中心情感（other-focused emotions） 13 第五節 自我構念在廣告上的研究 14 第六節 廣告訴求與自我構念 16 一、 廣告理性訴求與感性訴求 16 二、 廣告個人情感訴求與團體情感訴求 17 三、 自我構念與廣告訴求 18 第三章 研究方法 19 第一節 研究假設 19 第二節 研究架構 20 第三節 研究設計 21 一、 前測 21 二、 正式實驗 27 第四章 研究結果 32 第一節 樣本結構 32 第二節 變數操弄檢定 34 一、 廣告訴求 34 二、 自我構念 36 第三節 「廣告訴求」、「自我構念」及「產品類別」對廣告效果之影響 37 一、 廣告態度 37 二、 產品態度 39 三、 購買意願 40 第四節 「廣告訴求」、「自我構念」對廣告效果之影響 42 一、 廣告為理性（感性）訴求，比較獨立自我與相依自我的廣告效果 42 二、 廣告為個人（團體）情感訴求，比較獨立自我與相依自我的廣告效果 49 第五節 研究結果總結 55 第五章 研究結果與建議 56 第一節 研究結果及討論 56 一、 「廣告訴求」、「自我構念」及「產品類別」間沒有交互作用 56 二、 無論是理性訴求或感性訴求的廣告，不同自我構念間廣告效果沒有明顯差異 56 三、 廣告訴求為個人情感時，獨立自我者廣告效果較佳 57 四、 廣告訴求為團體情感時，相依自我者廣告效果較佳 57 第二節 學術意涵 58 一、 拓展自我構念相關研究 58 二、 將情感廣告分為個人情感與團體情感探討 58 第三節 行銷實務上之含意 59 一、 廣告效果和廣告訴求有關 59 二、 廣告訴求的廣告效果視不同的自我構念者而有差異 59 第四節 研究限制 60 一、 樣本的代表性不足 60 二、 產品類別之選擇 60 三、 廣告情境熟悉程度 60 四、 廣告的團體訴求 61 五、 中位數分割法 61 六、 不同類型之廣告呈現 61 第五節 未來研究方向 62 一、 可能的中介變數 62 二、 自我構念者的行為差異 62 三、 產品類別之選擇 62 參考文獻 63 前測問卷 70 正式問卷(以團體情感為例) 74 | |
| dc.language.iso | zh-TW | |
| dc.subject | 個人情感 | zh_TW |
| dc.subject | 團體情感 | zh_TW |
| dc.subject | 相依自我 | zh_TW |
| dc.subject | 獨立自我 | zh_TW |
| dc.subject | 自我構念 | zh_TW |
| dc.subject | 人格特質 | zh_TW |
| dc.subject | Interdependent Self | en |
| dc.subject | Interdependent Self | en |
| dc.subject | Self- construal | en |
| dc.subject | Personality | en |
| dc.subject | Group Emotional Appeal | en |
| dc.subject | Individual Emotional Appeal | en |
| dc.title | 廣告情感訴求對廣告效果之影響－以自我構念為調節變數 | zh_TW |
| dc.title | Advertising Emotional Appeals to Advertising Effectiveness:
The Moderating Role of Self-construal | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,簡怡雯 | |
| dc.subject.keyword | 人格特質,自我構念,獨立自我,相依自我,個人情感,團體情感, | zh_TW |
| dc.subject.keyword | Personality,Self- construal,Interdependent Self,Interdependent Self,Individual Emotional Appeal,Group Emotional Appeal, | en |
| dc.relation.page | 86 | |
| dc.identifier.doi | 10.6342/NTU201701275 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2017-07-05 | |
| 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 | |
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