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系統識別號 U0026-0812200910180775
論文名稱(中文) 產品類別與廣告訴求於廣告層級效果之影響:以橫幅廣告為例
論文名稱(英文) The Effects of Product Categories and Advertising Appeals on the Advertising Hierarchy of Effects: A Case on Banner Advertising
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 90
學期 2
出版年 91
研究生(中文) 呂宛諭
研究生(英文) Wan-Yu Lu
學號 r4689409
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 口試委員-張力元
口試委員-蔡東峻
指導教授-賴孟寬
中文關鍵字 網際網路  網路廣告態度  廣告層級效果  廣告訴求 
英文關鍵字 attitudes toward online advertising  advertising hierarchy of effects  advertising appeal  Internet 
學科別分類
中文摘要 網際網路已成為廣為流行之媒體,不但影響人們的日常生活,亦改變行銷人員促銷產品的方式。網際網路的發展促進了電子商務的成長,提供給消費者一個新興的購物環境。許多企業開始投資大筆資金於網路廣告上,甚至超越傳統廣告。當消費者瀏覽網路時,處於一充滿網路廣告之環境,並且受到廣告內容的影響。由於多數的網路廣告放置在網站上,網路使用者對廣告態度明顯地會被其對網站的態度所影響。一設計良好與有效的線上廣告能夠成功地吸引線上廣告觀看者的注意,進而影響其對品牌的態度,並激發其購買意願,亦即網路廣告層級效果,並透過操弄廣告訴求與產品類別來衡量廣告的有效性。因此,本研究之目的在於探究廣告訴求與產品類別於網路廣告層級效果之影響。此外,網路購物者經驗亦是本研究有興趣之議題。
採用2(廣告訴求—理性與感性)× 2(產品類別—電腦類產品與旅遊服務)× 2(廣告媒體—網路與雜誌)× 2(媒體知名度—高與低)因子設計。透過性別與年齡配額抽樣,每一實驗情境包含17個樣本。研究結果顯示不論是電腦類產品或旅遊服務,感性訴求廣告均會產生較佳的網路廣告態度,亦即產品類別不會對網路廣告態度有顯著影響。而LISREL模式驗證網路廣告效果成立,也就是網站態度、廣告態度、品牌態度、購買意願之間存在正向的因果關係。此外,網路購物者對於網路廣告之態度優於平面廣告。由上述結果可知,行銷人員應思考如何有效運用廣告訴求,尤其是透過感性訴求來設計一有效之網路廣告以促銷廣告之產品。對網站經營者而言,需加強網路使用者對其網站之態度,進而增加其購買意願,並吸引企業在其網站上促銷產品,帶動電子商務的發展。
英文摘要 Internet has become a popular medium that not only has already affected our daily life, but also changed the ways marketers promote their products. The development of the Internet has facilitated the growth of electronic commerce, which provides consumers with a new shopping environment. Many enterprises start to make a large investment in online advertising, even more than traditional advertisements. When consumers surf the Internet, they are in the environment full of online advertising, and influenced by the contents of advertisements. Because most advertisements are presented on the websites, Internet users’ attitudes toward online advertisements are obviously affected by their attitudes toward the websites (Aweb). A well-designed and effective online advertisement can successfully attract online advertising viewers and influence their attitudes toward online advertising (Aad), which, in turn, affect attitudes toward the brands (Abrand), and motivate purchase intentions (PI). This would be perceived as a web advertising hierarchy of effects. Moreover, this study measures the effectiveness of online advertisements through the manipulations of advertising appeals and products types. Accordingly, the purpose of this study is to understand the impacts of advertising appeals and product categories on attitudes toward the online advertisements. In addition, the influences of experiences on Internet shoppers on these relationships are also of interest. A 2 (product categories--computer products vs. traveling services) × 2 (rational vs. emotional advertising appeals) × 2 (websites vs. magazines advertising media) × 2 (high vs. low awareness of websites and magazines) factorial design was adopted. Each of the 16 experimental conditions has 17 subjects by quota sampling of gender and age. The results of this study show that the emotional advertising appeals generate more positive attitudes toward online advertising regardless of computer products or traveling services; that is, product categories do not have significant impacts on attitudes toward online advertising. The web advertising hierarchy of effects is supported by the results of LISREL model. In other words, there are positive causal relationships among attitudes toward the websites, attitudes toward online advertising, attitudes toward the brands, and purchase intentions. Besides, Internet shoppers have more positive attitudes toward online advertising than print advertising. The findings would suggest that marketers shall consider how to utilize advertising appeals effectively, especially emotional appeals to design an effective online advertising to promote the characteristics of advertised products. For website managers, it is necessary to emphasize how to make Internet users generate higher attitudes toward the websites, thus increase their purchase intention. This can attract enterprises to advertise their products on the websites, and stimulate the growth of e-commerce.
論文目次 CHAPTER I INTRODUCTION-------------------------------------------------------------------1

CHAPTERII LITERATURE REVIEW-----------------------------------------------------------5
Online Advertisements--------------------------------------------------------------------------5
Attitudes Toward Online Advertising---------------------------------------------------------8
Advertising Hierarchy--------------------------------------------------------------------------11
Internet Shoppers’ Attitudes Toward Online Advertising---------------------------------12
Conceptual Model------------------------------------------------------------------------------14

CHAPTERⅢ RESEARCH METHODOLOGY-----------------------------------------------15
Research Design--------------------------------------------------------------------------------15
Operational Definition of Variables----------------------------------------------------------18
Questionnaire Design--------------------------------------------------------------------------23
Pretest-------------------------------------------------------------------------------------------24
Pretest Modification----------------------------------------------------------------------------28
Data Collection----------------------------------------------------------------------------------37

CHAPTERⅣ RESULTS AND DISCUSSIONS-----------------------------------------------39
Data Handling-----------------------------------------------------------------------------------39
Hypothesis Testing-----------------------------------------------------------------------------48
Respondents’ Background Information------------------------------------------------------62

CHAPTERⅤ CONCLUSIONS AND SUGGESTIONS-------------------------------------63
Conclusions--------------------------------------------------------------------------------------63
Research Contributions------------------------------------------------------------------------67
Limitations and Suggestions for Future Research------------------------------------------71

Reference----------------------------------------------------------------------------------------------73
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