懷舊廣告對懷舊情緒、 廣告態度與品牌態度之影響

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题名:	懷舊廣告對懷舊情緒、廣告態度與品牌態度之影響
作者:	姜佩吟;Pei-yin Jiang
贡献者:	企業管理研究所
关键词:	品牌態度;廣告態度;涉入;懷舊;產品屬性;involvement;Product Attributes;Nostalgia;brand attitude;advertising attitude
日期:	2009-07-08
上传时间:	2009-09-22 14:41:52 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	「懷舊類型」指引起懷舊情緒的人、事、物，個體是否親身經歷過。本研究提出三種懷舊類型，分別是個人懷舊、歷史懷舊與非懷舊。測量的應變項分別有懷舊情緒、廣告態度與品牌態度。本研究以虛擬品牌「清克」的飲料平面廣告進行實驗；共有四的實驗，實驗一、二與三是透過網路問卷發放，實驗四則是透過面對面的方式進行實驗，有效問卷共有520份。研究結果：一、在懷舊廣告中的「個人懷舊」與「非懷舊」的圖片，所喚起懷舊情緒並無顯著差異；顯示了懷舊圖片的顏色差異對受測者而言其實沒有顯著的差別。二、「產品屬性資訊強」相較於「產品屬性資訊弱」，會使消費者產生較高的廣告態度與品牌態度。三、「個人懷舊」與「歷史懷舊」兩種不同的懷舊類型，所喚起消費者的懷舊情緒無顯著差異。四、在「產品屬性資訊強」下，「個人懷舊」相較於「歷史懷舊」，會使消費者產生更高的懷舊情緒。五、「高情境涉入」相較於「低情境涉入」，會使消費者產生較高的廣告態度與品牌態度。 “Nostalgic type” is the object which could evoke the nostalgic emotion, and an individual have experience or not. There are personal nostalgia, historical nostalgia, and non-nostalgia. The dependent variables include the nostalgic emotion, advertising attitude, and brand attitude. In the study, we use fictitious brand “drink” as the brand of the advertisement. There are four studies. The questionnaires of the first, second, and third study we use the internet to release. The questionnaires of the fourth study we use the internet and face to face to release. There are five hundred and twenty questionnaires is effective. Study outcome: 1. There are not difference between personal nostalgia and non-nostalgia which evoke the nostalgic emotion. That indicate the different color of the personal nostalgia and non-nostalgia doesn’t influence the nostalgic emotion. 2. There are not difference between personal nostalgia and historical nostalgia which evoke the nostalgic emotion. 3. Compare with the unfavorable product attribution, the favorable product attribution could evoke higher nostalgic emotion. 4. When the product attribute is favorable, personal nostalgia could evoke higher nostalgic emotion. 5. Compare with low situation involvement, the high situation involvement could cause higher advertising attitude and the attitude of brand.
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