政治理念行銷與政治傾向對於廣告效果與產品屬性的影響

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題名:	政治理念行銷與政治傾向對於廣告效果與產品屬性的影響
作者:	徐郁晴;Hsu,Yu-ching
貢獻者:	企業管理學系
關鍵詞:	事件行銷;政治傾向;理念行銷;event marketing;political intensions;political marketing,
日期:	2013-01-28
上傳時間:	2013-03-25 15:54:33 (UTC+8)
出版者:	國立中央大學
摘要:	「理念」是一個抽象的觀念，但是常深植在人們心中，人們較會認同與自己相同概念的人事物。本研究探討如何利用「理念」來進行產品的行銷，並以「政治理念」相關的變數，探討對於廣告效果、產品屬性、價格評價的影響。以下行成本研究兩個目的:1.透過操弄不同政治理念的廣告，了解不同政治傾向的消費者是否會對於廣告效果(包含廣告態度、產品態度及購買意願)產生影響。2.了解在具有政治理念廣告與消費者本身政治傾向交互影響情境下，是否導致不同政治傾向的消費者對於顯性屬性、隱性屬性與產品價格存在評價上的差異影響。本研究採用實驗法，樣本資料由樣本親自填寫書面問卷獲得，以下為本研究主要研究結果: 一、證實政治色彩贈品與政治傾向消費者對於消費者評量廣告態度、購買意願、隱性屬性評價及價格評價具有交互作用的顯著影響。二、證實政治人物推薦與政治傾向對於評量廣告態度、產品態度、購買意願具有交互作用顯著影響。三、證實政治活動與政治傾向對於廣告態度、產品態度、購買意願、顯性屬性評價、隱性屬性評價及價格評價具有交互作用顯著影響。四、證實政治事件與政治傾向對於廣告態度、產品態度、隱性屬性評價及價格評價具有交互作用顯著影響。五、證實政治色彩媒體宣傳、選舉口號與政治傾向對於購買意願具有交互作用顯著影響。This study investigates how different political tendencies have effect on consumers’s attitude toward advertisements and products which contain different ways of political ideas placement (political product, politician endorsement, events, political affairs, election slogans, media). The study also investigate whether consumers are influenced by its own preferences for different political tendencies when they see different advertisements embedded different political ideas and whether consumers have different preferences on advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation. In this study, advertising images and on-site to answer the paper questionnaires are used in the five experiments. The samples are from students of National Central University undergraduates with an effective 125 samples.The results indicate that:1. When the consumer ‘s political perfernce is pan-blue and the pan-blue political product is put in the advertisement, the consumer’s preference in advertising attitude, purchase intentions, missing attribute,price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green political product is put in the advertisement, the consumer’s preference in advertising attitude, purchase intentions, missing attribute, and price evaluation are significantly higher than pan-blue consumers.2. When the consumer ‘s political perfernce is pan-blue and the pan-blue politician endorsement is put in the advertisement, the consumer’s preference in advertising attitude,product attitude, and purchase intentions are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green politician endorsement is put in the advertisement, the consumer’s preference in advertising attitude,product attitude, and purchase intentions are significantly higher than pan-blue consumers.3. When the consumer ‘s political perfernce is pan-blue and the pan-blue event is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green event is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation are significantly higher than pan-blue consumers. 4. When the consumer ‘s political perfernce is pan-blue and the pan-blue political affair is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, missing attribute, and price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green political affair is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, missing attribute, and price evaluation are significantly higher than pan-blue consumers.5. When the consumer ‘s political perfernce is pan-blue,and the pan-blue political slogan is put in the advertisement with pan-blue media, the consumer’s preference in purchase intension are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green,and the pan-green political slogan is put in the advertisement with pan-green media, the consumer’s preference in purchase intension are significantly higher than pan-blue consumers.
顯示於類別:	[企業管理研究所] 博碩士論文

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