怪異呈現對產品態度的影響

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/80576

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/80576

Title:	怪異呈現對產品態度的影響
Authors:	羅育婷;Lo-Yu-Ting
Contributors:	企業管理學系
Keywords:	怪異;產品態度;正負性訊息;促銷框架;代言人;背景顏色
Date:	2019-07-20
Issue Date:	2019-09-03 14:46:11 (UTC+8)
Publisher:	國立中央大學
Abstract:	廣告是消費者了解產品或是品牌的第一步，在現今廣告琳瑯滿目的狀況下，對於廣告消費者都抱持著，一定是正常呈現且對企業有利的，至此對於在廣告停留上，不會花太多時間，因為可能看一眼就能以過去看過的情況推論企業要販賣的產品或表達的意思，本研究探討廣告怪異程度(低 / 高)在正負性訊息(正面 / 負面)、代言人(名人 / 專家)、廣告訴求(理性 / 感性)、促銷框架(百分比 / 金額)與背景顏色(紅色 / 藍色)之下，對產品態度的影響。;Advertising is the first step for consumers to understand products or brands.In today’s advertisments, the advertising consumers are always present and benefical to the company. So far, they will not stay in the advertisements. It takes too much time, because it is possible to infer the meaning of the products or expressions that the company wants to sell in the past, at a glance. This study explores the level of advertising weirdness(low/high) in positive and negative messages(positive/negative),spokesperson(celebrity/expert),advertising appeal(rational/sensual),promotional framework(percentage/amount)and background color(red/bile),under the color,the impact of research on product attirudes.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	223	View/Open

社群 sharing

Loading...