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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 練乃華(Nai-Hua, Lien) | |
| dc.contributor.author | Ming Chin Lin | en |
| dc.contributor.author | 林明瑾 | zh_TW |
| dc.date.accessioned | 2021-06-17T06:06:18Z | - |
| dc.date.available | 2019-01-24 | |
| dc.date.copyright | 2019-01-24 | |
| dc.date.issued | 2018 | |
| dc.date.submitted | 2019-01-14 | |
| dc.identifier.citation | Alter, Adam L., and Daniel M. Oppenheimer(2009), “ Uniting the Tribes of Fluency to Form a Metacognitive Nation,” Personality and Social Psychology Review, 13(3), 219-35.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71676 | - |
| dc.description.abstract | 廣告已在不知不覺中，深深影響社會大眾日常生活與購買行為，而廣告中的 「產品圖片」更是其不可缺少的元素，企業放置產品圖片於廣告之中不單單能讓 消費者更加了解產品，也能夠更容易吸引到消費者的目光。然而，廣告中的產品 圖片有許多種呈現的方式，若能歸結出特定產品類型其產品圖片於廣告中最合適 的呈現方法，將能有效提升企業宣傳的成效。本研究參考Leonhardt, Catlin and Pirouz(2015)的實驗架構，探討不同類型的產品，其產品圖片以不同的方式呈現， 其廣告效果的差異。
本研究以「產品圖片放置位置」以及「產品圖片面朝方向」為獨立變數，「廣 告態度」、「品牌態度」、「購買意願」及「廣告訊息處理能力」作為依變數， 探討不同類型的產品，以不同方式呈現廣告中的產品圖片，會不會有不同的廣告 效果。其中，我們以「功利型/享樂型」與「耐久財/非耐久財」作為產品分類的 依據。我們將研究拆成兩部分的實驗，第一個實驗之目的為驗證研究假設，第二 個實驗之目的為排除其他可能影響實驗的因子，共有二次的前測以及六次正式實 驗，並以台灣的大學生與研究生作為施測對象。 研究結果指出: 一. 消費者不會對於功利型/享樂型產品於廣告中的特定呈現方式有較高佳的廣 告效果 二. 廣告中產品圖為耐久財時，產品圖片面朝向內(與朝外相比)的廣告有較佳廣 告效果 三. 廣告中產品圖為非耐久財時，產品圖片面朝向外(與朝內相比)的廣告有較佳 廣告效果 四. 消費者對於廣告訊息處理的容易程度不為本實驗的中介變數 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2021-06-17T06:06:18Z (GMT). No. of bitstreams: 1 ntu-107-R05741041-1.pdf: 23845334 bytes, checksum: 85dac607eb308b5ffcfa92a212950524 (MD5) Previous issue date: 2018 | en |
| dc.description.tableofcontents | 論文摘要--------------------------------------------------------i
目錄 ------------------------------------------------------------ii 表目錄 ----------------------------------------------------------iv 圖目錄 ----------------------------------------------------------vi 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 第二章 文獻探討--------------------------------------------------4 第一節 產品圖片面朝方向對於消費者決策的影響-------------------4 第二節 產品分類方式 --------------------------------------------6 第三章 實驗一-----------------------------------------------------8 第一節 研究假設 -------------------------------------------------8 第二節 研究架構 -------------------------------------------------12 第三節 研究設計 -------------------------------------------------12 第四節 獨立變數 -------------------------------------------------13 第五節 依變數 ---------------------------------------------------18 第六節 實驗刺激物與流程 -----------------------------------------22 第四章 實驗一研究結果 --------------------------------------------24 第一節 樣本結構 -------------------------------------------------24 第二節 因子與信度分析 -------------------------------------------26 第三節 變數操弄檢定---------------------------------------------33 第四節 研究假說之驗證 ------------------------------------------43 第五章 實驗二 ----------------------------------------------------45 第一節 實驗目的 -------------------------------------------------45 第二節 實驗方法 -------------------------------------------------47 第三節 實驗二結果 -----------------------------------------------48 第六章 結論與建議-------------------------------------------------58 第一節 研究結論 -------------------------------------------------58 第二節 研究討論 -------------------------------------------------59 第三節 行銷意涵 -------------------------------------------------61 第四節 研究限制 -------------------------------------------------61 第五節 後續研究建議---------------------------------------------63 參考文獻 ---------------------------------------------------------66 附錄一 實驗一前測問卷 --------------------------------------------70 附錄二 實驗一目標產品廣告圖示 -----------------------------------74 附錄三 實驗一正式問卷:美利達太陽眼鏡、任天堂Switch-------------77 附錄四 實驗一正式問卷:奇寶巧克力豆餅乾、掬水軒高纖餅乾---------85 附錄五 實驗二目標產品廣告圖示 -----------------------------------93 附錄六 實驗二前測問卷 -------------------------------------------95 附錄七 實驗二正式問卷:Subway潛艇堡 ----------------------------99 附錄八 實驗二正式問卷:舒潔衛生紙 --------------------------------107 | |
| dc.language.iso | zh-TW | |
| dc.subject | 享樂型 | zh_TW |
| dc.subject | 功利型 | zh_TW |
| dc.subject | 非耐久財 | zh_TW |
| dc.subject | 面朝方向 | zh_TW |
| dc.subject | 產品圖片 | zh_TW |
| dc.subject | 廣告態度 | zh_TW |
| dc.subject | 耐久財 | zh_TW |
| dc.subject | durability | en |
| dc.subject | product image | en |
| dc.subject | facing direction | en |
| dc.subject | hedonic | en |
| dc.subject | utilitarian | en |
| dc.subject | Advertising | en |
| dc.title | 不同產品類型其廣告中產品圖片面朝方向對廣告效果的影響 | zh_TW |
| dc.title | The Effect of Product Types and Product Image Facing Direction on Advertising Effectiveness | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 107-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建維,簡怡雯 | |
| dc.subject.keyword | 廣告態度,產品圖片,面朝方向,享樂型,功利型,耐久財,非耐久財, | zh_TW |
| dc.subject.keyword | Advertising,product image,facing direction,hedonic,utilitarian,durability, | en |
| dc.relation.page | 114 | |
| dc.identifier.doi | 10.6342/NTU201801222 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2019-01-15 | |
| 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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| ntu-107-1.pdf 未授權公開取用 | 23.29 MB | Adobe PDF |
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