探討感性廣告引起情緒效價與喚起影響 分享意圖之分析

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：30

、訪客IP：52.14.0.24

姓名

鄒宗翰(Tsung-han Tsou) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討感性廣告引起情緒效價與喚起影響分享意圖之分析

相關論文

★ 以個案研究法探討機械式組織之資訊系統導入	★ 銀行企業內部網路導入TCP/IP通信協定之研究
★ 後金控時代臺灣地區金融服務業薪資決策支援系統之設計研究 --以一家中型證券商為例	★ 影響數位在職訓練之學習態度及行為意向研究
★ 台灣銀行業導入電子商務線上金流訊息標準之研究	★ 國防訓儲軍士官制度評估
★ 以關係承諾角度探討組織中軟體專案開發之個案研究	★ 企業工作流程再造之研究─以銀行發卡流程為例
★ 以個案研究法探討B2B電子商務導入之研究—以汽車售後服務件製造商為例	★ 以個案研討方法探討公文簽核流程再造之研究－以變更資訊部門服務為例
★ 半導體先進批次製程控制系統平台設計與實作	★ 醫療資訊系統之資訊安全危安因素探討以台北某醫學中心為例
★ 資訊部門專案經理派遣人員之個案研究	★ 綠色供應鏈管理資訊系統導入問題分析與探討-以A公司為例
★ 企業導入企業資源規劃(ERP)對作業流程之影響－以A公司為例	★ 客訴處理電子化流程管理－以飲料業為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

資訊分享行為是人際互動中不可或缺的一環，人們藉由彼此的交流與他人進行重要或是專屬的資訊傳播，而社群媒體的出現也促進了資訊分享的傳播，對群眾而言，分享的效率更加快速，對企業主而言，消費者之間經驗分享也藉由網路的方式加速了產品與服務的曝光率。在許多研究中，感性的廣告若能引發消費者的感受與情緒，讓消費者產生共鳴，而廣告所引起的情緒維度，也牽動著消費者分享的動力(Jonah Berger ,2011)，透過廣告所帶給消費者高喚起的情緒，促使增加其分享意圖，讓消費者願意用各種管道如Facebook、Google+、Twitter等自動分享出去，達到一傳十、十傳百快速散播的功效，而這種快速且大量的分享，正是造成病毒式行銷的前提。
本研究依序提出三個假說，採用實驗法來設計本實驗，將廣告分為正向廣告與負向廣告兩種情境，接著利用SAM（Self-Assessment Manikin）視覺化量表測量受測者的情緒效價與喚起度，並衡量受測者之廣告態度與分享意圖。經分析後，情緒效價並不能影響廣告態度與分享意圖，假說無法成立；而高度喚起則可以引起較高的廣告態度與分享意，且較高的廣告態度也可以引起較高的分享意圖，假說皆成立。
本研究分析廣告所引起情緒的效價及喚起程度，去探討何種類型的廣告是能引起觀眾強烈的情緒，且會驅使觀眾去做分享的行為，提供廣告主一個可以依循的原則與方向。

摘要(英)

Information sharing behavior is an integral part of human interaction , people communicate with each other by others important or proprietary information dissemination , and the emergence of social media to promote the efficiency of information sharing , the share efficiency more quickly , for business owners , consumers experience sharing between each other is also explosive. In many studies , sensual ads triggered if the feelings and emotions of consumers , allowing consumers to resonate , and caused emotional dimension of advertising , but also affects consumers to share (Jonah Berger, 2011), through advertising that give consumers high evoke emotions , prompting the intention to increase its share , so that consumers are willing to use a variety of channels such as Facebook, Google+, Twitter , etc. automatically share out, reached a mass ten, one hundred rapid spread of effect, and this fast and a lot of sharing , it is makes viral marketing .
The study proposed three hypotheses, using the experimental method to design the experiment , the ads into positive and negative advertising two situations , then use SAM (Self-Assessment Manikin) to measure the subject′s emotional valence and arousal , and to measure the subject′s attitude and sharing intention of advertising . After analysis, the emotional valence does not affect ad attitude and sharing intention , the hypothesis can not be established ; while highly aroused can lead to higher advertising attitude and sharing meaning, and higher advertising approach can also lead to a higher share intentions, hypotheses are true .
This study analyzed the ad caused emotional potency and evoke extent to explore what types of ads that can cause strong emotions audience, and the audience will be driven to do sharing behavior , principles and provide a direction to follow the advertiser .

關鍵字(中)

★ 情緒效價
★ 情緒喚起
★ 廣告態度
★ 分享意圖

關鍵字(英)

★ valence
★ arousal
★ advertising attitude
★ sharing intention

論文目次

中文摘要 i
英文摘要Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的與問題 3
第三節、研究重要性 3
第四節、研究流程 4
第二章、文獻探討 6
第一節、廣告 6
第二節、情緒 12
第三節、分享意圖 16
第三章、研究方法 21
第一節、研究架構 21
第二節、研究假說 22
第三節、變數定義 23
第四節、研究設計 25
第四章、資料分析與結果 28
第一節、前測樣本回收與分析 28
第二節、樣本結構分析 30
第三節、信度與效度結構分析 31
第四節、假說檢定 33
第五章、結論 37
第一節、研究結論 37
第二節、管理意涵 39
第三節、研究限制 40
第四節、未來研究建議 40
參考文獻 41
附錄一、實體問卷 43
附錄二、網路問卷 48

參考文獻

參考文獻
一、中文部分
1. 台北市數位行銷經營協會（DMA）http://www.dma.org.tw/
2. 祝鳳岡 , (1996-07) 「廣告理性訴求策略」之策略分析，[廣告學系] 期刊論文
3. 徐靜儀，(2002)。廣告訴求對廣告效果影響之研究-以網頁廣告為例. 末出版碩士論文, 東吳大學企業管理學系研究所, 台北.
4. 馮觀富，（2005）。情緒心理學。台北市：心理。Fong, G. F. (2005). Emotional psychology. Taipei: Psychology.
5. 陳汶軍，（2008）。包裝插畫喚起之情緒維度與事件相關電位研究（未出版之碩士論文）。
6. 陶振超，(2010)。情緒在媒介訊息處理中扮演的角色:認知取徑媒體研究之觀點。2010中華傳播學會年會學術研討會之論文
7. 樊志育，(1993)廣告學新論，六版，三民書局，台北市。
?
二、英文部分
1. Ajzen, I. & Fishbein, M. (1975) Belief, Attitude, Intention and Behavior:An introduction to Theory and Research,MA:Addison-Wesley
2. Bao, X., & France, B. (2007). Information Sharing: As a Type of Information Behavior. McGill University Canada.
3. Constant, D., Kiesler, S., & Sproull, L. (1994). What′s mine is ours, or is it? A study of attitudes about information sharing. Information Systems Research, 5(4), 400-421.
4. Chiu, H.-C., Hsieh, Y.-C., Kao, Y.-H., & Lee, M. (2007). The determinants of email receivers′ disseminating behaviors on the Internet.
5. Erdelez, S., & Rioux, K. (2000). Sharing information encountered for others on the Web. The New Review ofInformation Behaviour Research, 1(January), 219-233.
6. Hsieh, J.-K., Hsieh, Y.-C., & Tang, Y.-C. (2012). Exploring the disseminating behaviors of eWOM marketing: persuasion in online video. Electronic Commerce Research, 12(2), 201-224.
7. Heath C, Bell C, Sternberg E. Emotional selection in memes: The case of urban legends. Journal of Personality and Social Psychology, 2001, 81(6): 1028~1041
8. Hendriks, P. (1999). Why share knowledge? The influence of ICT on the motivation for knowledge sharing. Knowledge and process management, 6(2), 91-100.
9. Hersberger, J. A., Rioux, K. S., & Cruitt, R. O. (2005). Examining information sharing and relationship building in online social networks: An emergent analytic framework.Paper presented at the Annual Conference of the Canadian Association forInformation Science (CAIS), held with the Congress of the Social Sciences and Humanities of Canada, June.
10. Jonah Berger and Katherine L. MiLKMan*(2011). What Makes online Content Viral?. Journal of Marketing Research
11. Kotler (1997) , “Marketing Management, Analysis, Implementation and Using the Servoual Model, ” The Service Industries Journal,Vol,11,3, pp.324-343.
12. Lievrouw, L. A. and Farb, S. E. （2003）. Information and equity. In Blaise Cronin ed. Annual Review of Information Science and Technology, 37. Medford, NJ: Information Today, Inc.
13. Lang, A., Dhillon, K., & Dong, Q. (1995). The effects of emotional arousal and valence on television viewers!| cognitive capacity and memory. Journal of Broadcasting & Electronic Media, 39(3), 313-327.
14. Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152.
15. Mehta, A., & Purvis, S. (2006). Reconsidering recall and emotion in advertising. JOURNAL of ADVERTISING RESEARCH-NEW YORK-, 46, 49
16. Mackenzie, S.B. and R.J. Lutz, An Empirical Examination of the Structure Antecedents of Attitude Toward the Ad in an Advertising Pretesting Contest, Journal of Marketing, 53, April 1989:48-65
17. Pawle, J., & Cooper, P. (2006). Measuring Emotion-lovemarks, the future beyond brands. JOURNAL OF ADVERTISING RESEARCH-NEW YORK-, 46(1), 38.
18. Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(04), 333-348.
19. Russell, J.A. and G. Pratt ,“A Description of The Affective Quality Attributed to Environments”, Journal of Personality and Psychology, Vol.38, No.2, pp.311-32（1980）。
20. Schramm, W. (1973). Men, Message,and Media. N.Y: Harper & Row,p43
21. Wojnicki, A. C., & Godes, D. (2008), Word-of-Mouth as Self-Enhancement, working paper, Rotman School of Management, University of Toronto.
22. Watson, D., & Tellegen, A. (1985). Toward a consensual structure of mood. Psychological Bulletin, 98(2), 219-235.
23. Wilson, R. F. (2000). The six simple principles of viral marketing. Web Marketing Today, 70(1), 232.
24. Yoo, C. Y. “Unconscious processing of Web advertising: Effects on implicit memory, attitude toward the brand, and consideration set” Journal of Interactive Marketing (22:2) 2008, pp: 2-18

指導教授

范懿文、蘇雅惠

審核日期

2014-6-25

推文