廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連接度的影響

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簡健庭(Chien-Ting Chien) 查詢紙本館藏

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企業管理學系

論文名稱

廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連接度的影響

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摘要(中)

本研究探討廣告訴求搭配產品種類，對消費者的品牌態度、廣告態度和自我品牌連接度的影響。採用二因子實驗設計，由廣告訴求（理性和感性）和產品種類（功能性和享樂性）兩個自變數設計出四個實驗組合，對品牌態度、廣告態度和自我品牌連接度等應變數的影響進行分析。研究結果發現，理性訴求搭配享樂性產品對廣告態度的影響大過於感性訴求搭配享樂性產品；感性訴求搭配功能性產品對自我品牌連接度的影響大過於理性訴求搭配功能性產品；理性訴求搭配享樂性產品對自我品牌連接度的影響大過於感性訴求搭配享樂性產品。另外，本研究也發現代言人熟悉度對品牌態度和廣告態度具有部分中介效果，對自我品牌連接度具有完全中介效果。理論上，本研究探討廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連接度之影響，並證實代言人熟悉度之中介影響。實務上，本研究的實驗結果也提供未來行銷產業在設計廣告時的參考依據。

摘要(英)

This study explores the combinatory effects of advertising appeals and product category on attitude toward the brand, attitude toward the ad, and self-brand connection. A two-factor experimental design was employed with advertising appeals (rational vs. emotional appeal) and product categories (hedonic vs. utilitarian) as the control variables. The results showed that consumers had higher positive attitude tower the ad for hedonic products with rational appeals, compared to hedonic products with emotional appeals. Next, consumers demonstrated higher self-brand connection for utilitarian products with emotional appeals, compared to utilitarian products with rational appeals. Thirdly, consumers indicated higher self-brand connection for hedonic products with rational appeals, compared to hedonic products with emotional appeals. The study also found that spokesperson familiarity partially mediated the relationships between product categories and attitude toward the brand as well as the ad, respectively. It fully mediated the relationship between product categories and self-brand connection. Theoretical and managerial implications are discussed.

關鍵字(中)

★ 廣告訴求
★ 產品種類
★ 品牌態度
★ 廣告態度
★ 自我品牌連接度

關鍵字(英)

★ Advertising appeal
★ Product type
★ Brand attitude
★ Advertising attitude
★ Self-brand-connection
★ spokesperson familiarity

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1研究背景與動機 1
1-2 研究目的 2
1-3 論文架構 3
1-4 研究流程 4
二、文獻探討與研究假設 5
2-1 廣告訴求 5
2-2 產品種類 8
2-3 態度 9
2-4 品牌態度 10
2-5 廣告態度 11
2-6 自我品牌連結度 12
2-7 廣告訴求與產品種類對品牌態度、廣告態度及自我品牌連結度的關係 14
2-8 代言人熟悉度 14
三、研究方法 16
3-1研究架構 16
3-2 研究變數之操作型定義 17
3-3研究設計 23
3-4資料分析方法 26
四、資料分析 28
4-1有效樣本結構敘述 28
4-2操作檢定分析 31
4-3 二因子變異數分析 32
4-4迴歸分析 38
五、結論與建議 42
5-1結果與討論 42
5-2研究貢獻 46
5-3研究限制和未來的研究建議 47
參考文獻 49

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網路部分
TechNews(民104年11月3日)。YouTube公布2015年第3季最成功廣告影片
排行榜【線上論壇】。取自http://technews.tw/2015/11/03/youtube-2015q3-ad/
廣告裁判(民106年3月19日)。廣告裁判2016年度排行榜-台灣篇【線上論
壇】。取自http://bit.ly/2nFCwkZ
URAD編輯群(民104年3月6日)。從理性走向感性的行銷趨勢【線上論壇】。
取自https://www.urad.com.tw/%E5%BE%9E%E7%90%86%E6%80%A7%E8%B5%B0%E5%90%91%E6%84%9F%E6%80%A7%E7%9A%84%E8%A1%8C%E9%8A%B7%E8%B6%A8%E5%8B%A2/
Elaine Low(民105年2月26日)。Stephen Curry能夠成為Under Armour的Michael Jordan嗎? 【線上論壇】。取自https://www.stockfeel.com.tw/stephen-curry%E8%83%BD%E5%A4%A0%E6%88%90%E7%82%BAunder-armour%E7%9A%84michael-jordan%E5%97%8E%EF%BC%9F/
溫慕垚(民103年5月12日)。行銷訴求的理性與感性【線上論壇】。取自
http://www.brain.com.tw/news/articlecontent?sort=&ID=1236

指導教授

陳冠儒

審核日期

2017-7-24

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