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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 趙義隆 | |
dc.contributor.author | Chieh-Cheng Chen | en |
dc.contributor.author | 陳介政 | zh_TW |
dc.date.accessioned | 2021-06-08T07:30:46Z | - |
dc.date.copyright | 2008-07-30 | |
dc.date.issued | 2008 | |
dc.date.submitted | 2008-06-26 | |
dc.identifier.citation | 一、中文部份
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26889 | - |
dc.description.abstract | 在現代社會中,廣告是商業活動的觸媒之一。而廣告的形成通常考量的因素不外乎是形象的營造與訴求的途徑,其關鍵的取決,除了商品種類外,社會大眾的喜好丶生活形態與價值觀的變遷都是關鍵決定因素。企業一方面希望利用標準化的廣告來達成節省成本的目的,另外又希望可以經由廣告途徑以達到最大銷售。然而學者均認為廣告內容若能訴諸當地文化價值,將更具滲透力,所以企業要達到以上目標需要跨文化的廣告研究輔助,以求能了解當地市場的文化特性與生活形態,並且激起消費者對訊息及產品之情感。本研究以大學生為受測者(台灣籍77位,美國籍41位),採用了2 (群體主義性、個體主義性) X 2 (感性訴求丶理性訴求) X 2(台灣丶美國消費者)的實驗因子設計,分成8組。以期了解不同地區的文化特性與其不同方式的廣告訴求之適配性。
結果顯示,在群體主義訴求與感性訴求中達到顯著性,這表示台灣與美國的受訪者對於這樣的訴求方式是有著不一樣的看法,台灣受測者的反應均大於美國受測者;相對的,本研究在個體主義訴求與理性訴求上,發現台灣與美國受訪者並無太大的差異性存在。研究結果不顯著的原因,可能源自於受測者本身的國家文化特質,因為本研究得出的國家文化特質分數與Hofstede的研究大不相同,這表示台大學生與在台的美國人無法代表所屬的國家文化特質,也因此違反本研究所假設應產生之差異性。所以衡量不同國家文化的受訪者的反應,找到一般性的受訪者應是較適切的抽樣樣本。最後,本文詳細說明本研究限制丶管理實務及對未來研究方向之建議。 | zh_TW |
dc.description.abstract | Advertisement is the most important and commonly used ways in marketing activities. Advertisement is also a major way to touch the consumers in modern society. The purpose of advertising is to deliver and promote information of products or services to consumers. Beside the nature of product and the company’s concept, the key point for the advertisement’s creating depend on the people’s life style and value. The company use standard advertisement to cut the cost. But they also hope make the maximum sales. Scholars think it is a better way to create advertisement with local cultural values. Cross cultural research for advertisement can help companies get goals. One hundred twenty-eight university students (77 from Taiwan & 41 from U.S.) participated in the study. The variables in this study include advertising appeal (hard-sell & soft-sell) and social orientation (collectivism & individualism) as independent variables; advertising effects (advertising attitude & product attitude & intention of persuade) as dependent variable and nationality (Taiwan & U.S.) as mediating variable. This research was using the method of questionnaire survey together with various kind of statistic analysis. Results show that collectivism & soft-sell result in different advertising effects. And individualism & hard-sell don’t result in different advertising effects. One possible reason is that samples can’t represent the national culture of Taiwan & U.S. respectively. Research and management practices, limitation, and suggestions for future research are delineated. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T07:30:46Z (GMT). No. of bitstreams: 1 ntu-97-R95724054-1.pdf: 479007 bytes, checksum: 94b14da4f386e5fcc9c7ed342b5d95d4 (MD5) Previous issue date: 2008 | en |
dc.description.tableofcontents | 口試委員會審定書 i
謝辭 ii 中文摘要 iii Abstract iv 目錄 v 表次 vii 圖次 ix 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻回顧 5 第一節 文化特性與差異 5 第二節 廣告與文化之關係 12 第三節 國與國間文化差異與廣告之文化訴求關係 14 第四節 廣告效果構面 19 第三章 研究方法 25 第一節 研究架構 25 第二節 變數操作型定義與衡量 27 第三節 研究設計 32 第四節 資料結構與分析 35 第四章 研究發現 37 第一節 社會向度對廣告效果之影響 37 第二節 溝通方式對廣告效果之影響 42 第三節 研究假說總覽 47 第五章 結論與建議 48 第一節 研究結果討論 48 第二節 管理意涵 51 第三節 研究限制 52 第四節 後續研究建議 53 參考文獻 54 附錄 58 個人簡歷 70 | |
dc.language.iso | zh-TW | |
dc.title | 台灣與美國消費者對廣告之文化訴求與效果比較研究 | zh_TW |
dc.title | A Comparative Study of Advertising Effects of Cultural Appeals in Advertising between U.S. and Taiwan’s Consumers | en |
dc.type | Thesis | |
dc.date.schoolyear | 96-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳建維,黃恆獎 | |
dc.subject.keyword | 廣告文化差異,台灣,美國,廣告效果, | zh_TW |
dc.subject.keyword | cultural differences on advertisements,Taiwan,U.S.,advertising effects, | en |
dc.relation.page | 70 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2008-06-26 | |
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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