廣告模特兒的動作表情、產品互動性和廣告標語之影響研究

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姓名

張雅竹(Ya-Chu Chang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

廣告模特兒的動作表情、產品互動性和廣告標語之影響研究
(The research about influences of models’ gestures, models’ facial expression, the interaction between models and products, advertising slogans.)

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摘要(中)

在日常生活中，我們隨處都能看到許多的廣告，在廣告中經常有模特兒出現以吸引消費者，此外有時會搭配廣告詞使廣告更加豐富。因此本研究想探討廣告中的模特兒的動作表情(例如笑容、眼神、手勢等等)、廣告模特兒和產品的互動性、廣告標語會如何影響消費者的廣告態度、了解意願以及產品態度。本研究採實驗研究法進行四個實驗，以大學生為研究對象，主要研究結果如下：
一、證實在感性廣告訴求下有較高的廣告態度、了解意願以及產品態度，相對於理性廣告訴求時。
二、證實對於低風險知覺者，笑和眼神有交互作用，廣告模特兒在眼神直視時笑比不笑有較高的廣告態度、了解意願以及產品態度；對於高風險知覺者，笑和眼神沒有交互作用。
三、證實廣告模特兒手勢張開有較高的廣告態度和產品態度，相對於手勢交叉時。
四、證實在低涉入情境下，廣告模特兒笑比不笑有較高的廣告態度；在高涉入情境下，笑容沒有顯著差異。
五、證實廣告模特兒與產品互動有較高的廣告態度、了解意願以及產品態度，相對於廣告模特兒與產品無互動時。
六、證實在送禮的購買目的訴求下，廣告中模特兒與產品有互動會有較高的廣告態度、了解意願以及產品態度；在自用的購買用途訴求下，廣告中模特兒與產品有無互動對廣告態度、了解意願、產品態度沒有顯著差異。

摘要(英)

In our daily life, we see lots of advertisements everywhere. There are models in advertisements to attract consumers, sometimes appearing with advertising slogans to rich it.
Therefore, this research want to know how the model’s gesture, facial expression in advertisements (e.g. Smile, eye contact and arm gesture), the interaction between model and products, advertising slogan to influence consumers’ attitude toward advertisement, willing to know product, and attitude toward product. This research developed four experiments with experimental design, and used college students to be research subjects. The results indicate that:

1.The advertisement with emotional appeal has higher attitude toward advertisement, willing to know product, and attitude toward product.
2.For low-risk perceivers, smile and eye contact have interaction effect. When the model is direct eye contact, smile have higher attitude toward advertisement, willing to know product, and attitude toward product than model is not smile. For high-risk perceivers, smile and eye contact do not have interaction effect.
3.When the model in advertisement is open arm, there are a higher attitude toward advertisement, and attitude toward product, compare to the model with close arm.
4.In low-involvement situation, the model with smile has higher attitude toward product, compare to the model with no smile. In high-involvement situation, smile doesn’t have significant effect on attitude toward advertisement, willing to know product, and attitude toward product.
5.When the model has an interaction with products, there are higher attitude toward advertisement, willing to know product, and attitude toward product, comparing to the model doesn’t have an interaction with products.
6.For the advertisement with gift-giving appeal, when the model has an interaction with products, there are higher attitude toward advertisement, willing to know product, and attitude toward product. For the advertisement with self-use appeal, whether the model has an interaction with product or not, there are no significant influence on attitude toward advertisement, willing to know product, and attitude toward product.

關鍵字(中)

★ 廣告模特兒
★ 表情
★ 動作
★ 廣告訴求
★ 購買目的
★ 知覺風險
★ 涉入程度

關鍵字(英)

★ model
★ facial expression
★ body gesture
★ advertising appeal
★ purpose of buying
★ perceived risk
★ involvement

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章緒論 - 1 -
第一節研究動機 - 1 -
第二節研究目的 - 2 -
第三節研究問題 - 3 -
第四節研究程序 - 4 -
第二章文獻探討 - 5 -
第一節廣告態度、了解意願、產品態度 - 5 -
第二節笑容 - 6 -
第三節廣告訴求 - 6 -
第四節笑容和廣告訴求對廣告態度、了解意願、產品態度之影響 - 8 -
第五節眼神 - 9 -
第六節風險知覺程度干擾笑容、眼神對廣告態度、了解意願、產品態度之影響 - 10 -
第七節手勢 - 12 -
第八節涉入程度干擾笑容、手勢對廣告態度、了解意願、產品態度之影響 - 13 -
第九節產品互動性 - 15 -
第十節購買目的 - 16 -
第十一節自我控制程度干擾購買目的、互動性對廣告態度、了解意願、產品態度之影響 - 16 -
第三章研究方法 - 19 -
第一節實驗一研究方法 - 19 -
第二節實驗二研究方法 - 23 -
第三節實驗三研究方法 - 29 -
第四節實驗四研究方法 - 34 -
第五節統計方法之選擇 - 39 -
第四章研究結果 - 40 -
第一節實驗一 - 40 -
第二節實驗二 - 43 -
第三節實驗三 - 50 -
第四節實驗四 - 55 -
第五章研究結果與建議 - 60 -
第一節假說驗證 - 60 -
第二節研究結論 - 65 -
第三節研究貢獻 - 69 -
第四節研究限制 - 71 -
第五節後續研究建議 - 71 -
參考文獻 - 72 -
附錄一實驗一廣告圖 - 78 -
附錄二實驗二廣告圖 - 79 -
附錄三實驗三廣告圖 - 80 -
附錄四實驗四廣告圖 - 81 -
附錄五實驗一、二、三問卷 - 82 -
(笑、理性/笑、直視/高涉入情境、笑、張開手臂) - 82 -
附錄六實驗四問卷(有互動、送禮訴求) - 92 -

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指導教授

林建煌

審核日期

2016-7-18

推文