個人價值與社會價值適配下，同性伴侶模特兒對產品態度之影響

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/82752

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/82752

Title:	個人價值與社會價值適配下，同性伴侶模特兒對產品態度之影響
Authors:	蔡漫霓;Tsai, Man-Ni
Contributors:	企業管理學系
Keywords:	產品態度;同性伴侶性別;產品持有;個人價值系統;同性伴侶親密程度;產品性質
Date:	2020-01-15
Issue Date:	2020-06-05 17:08:04 (UTC+8)
Publisher:	國立中央大學
Abstract:	當企業希望將同性伴侶與產品放置於同一廣告，適度搭配可使消費者對產品產生好感，若搭配不好會引起消費者對產品產生排斥感。本研究探討個人價值系統(個人價值支持社會價值支持/個人價值支持社會價值不支持/個人價值不支持社會價值支持/個人價值不支持社會價值不支持)，消費者在不同同性伴侶親密程度(高/低)、同性伴侶性別(男性/女性)、產品持有(有拿產品/無拿產品)、產品性質(內隱/外顯)之下，對消費者產品態度的影響。研究結果顯示： 1. 價值相符的消費者，有拿產品相較於無拿產品會產生較高產品態度。 2. 價值不相符的消費者，內隱相較於外顯會產生較高產品態度。 3. 價值相符消費者，在高同性伴侶親密程度下，有拿產品相對於無拿產品有較高產品態度。 4. 價值不相符消費者，在低同性伴侶親密程度下，有拿產品相對於無拿產品有較高產品態度。 5. 個人價值支持社會價值不支持的消費者，低同性伴侶親密程度相較於高同性伴侶親密程度會產生較高產品態度。 6. 個人價值支持社會價值不支持的消費者，在高同性伴侶親密程度下，無拿產品相較於有拿產品會產生較高產品態度。 7. 個人價值支持社會價值不支持的消費者，男同性伴侶相較於女同性伴侶會產生較高產品態度。 8. 個人價值不支持社會價值不支持的消費者，女同性伴侶相較於男同性伴侶會產生較高產品態度。 9. 個人價值支持社會價值不支持的消費者，有拿產品相較於無拿產品會產生較高產品態度。關鍵字：個人價值系統、同性伴侶親密程度、同性伴侶性別、產品持有、產品性質、產品態度 ;When a company wants to place same-sex couples and products in the same advertisement, a moderate match can make consumers feel good about the product. If it is not well matched, it will cause consumers to have a sense of rejection. This study explores the personal value system (personal value support social value support / personal value support social value does not support / personal value does not support social value support / personal value does not support social value does not support), consumer intimacy of same-sex couples (high / low), same-sex couples gender (male/female), product holding (with product/without product), product categories (implicit/external), influence on consumer product attitude. research shows: 1. Consumers with the same value feel model with product have higher product attitudes than without products. 2. Consumers with different values feel implicit product have higher product attitudes than explicit ones. 3. Consumers with the same value feel model with product have higher product attitudes than without products under same-sex couples with high intimacy. 4. Consumers with different values feel model with product have higher product attitudes than without products under same-sex couples with low intimacy. 5. Consumers with personal value supports social value not supports feel same-sex couples with low intimacy have higher product attitudes than high ones. 6. Consumers with personal value supports social value not supports feel model without product have higher product attitudes than with products under same-sex couples with high intimacy. 7. Consumers with personal value supports social value not supports feel gay couple have higher product attitudes than lesbian couple. 8. Consumers with personal value not supports social value not supports feel lesbian couple have higher product attitudes than gay couple. 9. Consumers with personal value supports social value not supports feel model with product have higher product attitudes than without products. Keywords: Personal value system, same-sex couple intimacy, same-sex couple gender, product holding, product categories, product attitude
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	158	View/Open

社群 sharing

Loading...