進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-1007201714560200
論文名稱(中文) 廣告文案抽象程度及個人解釋水平對電子報行動召喚(CTA)點擊之影響
論文名稱(英文) The Impacts of Concrete-Abstract Languages of an Ad and Personal Construal Levels on Consumers’ Responses to EDM Call-to-Action (CTA) Buttons
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 105
學期 2
出版年 106
研究生(中文) 顏彤庭
研究生(英文) Tong-Ting Yan
學號 R66044083
學位類別 碩士
語文別 中文
論文頁數 72頁
口試委員 指導教授-江明憲
口試委員-練乃華
口試委員-陳建維
口試委員-楊季霖
中文關鍵字 行動召喚  語言抽象性  解釋水平理論  電子報廣告 
英文關鍵字 Call-to-action  Language Abstraction  Construal Level Theory  Email Direct Marketing 
學科別分類
中文摘要 多年來,企業廣泛運用以文字或圖片加上超連結的行動召喚(Call-to-action, CTA)於電子報或網路廣告中,來促使消費者進行某特定動作以提升廣告的轉換率,亦有不少學者及行銷從業人員發現,廣告文案所採用的語言抽象程度及消費者的解釋水平類型(採用的思考模式)會影響到他們對於廣告或產品的購買意願及態度,但卻少有研究將這兩種概念與行動召喚做連結,因此本研究便以2(廣告文案類型:具體文案、抽象文案)×2(消費者個人解釋水平類型:高解釋水平、低解釋水平)的實驗設計創造出共四個實驗組,來探討文案類型和解釋水平對消費者在行動召喚點擊行為以及其態度和意願的影響。

實驗結果顯示,廣告文案類型、消費者個人解釋水平及這兩者間的交互作用並未對受試者在行動召喚按鈕的選擇造成影響,但交互作用卻確實會使文案類型及解釋水平存在適配效果的受試者對產品有顯著較高的購買意願和產品態度,廣告效果較好。而受試者在觀看完廣告之後,對於廣告中的產品所產生的使用情境想像流暢度亦在這當中扮演了中介變數的角色,意即當廣告文案類型和受試者的解釋水平產生適配時,會使受試者產生顯著較高的想像流暢度,而這樣的想像流暢度又會再對受試者對廣告產品的購買意願和態度造成正面的影響。
英文摘要 Nowadays, companies are used to using call-to-actions (which is abbreviated to CTA) like buttons, graphs or texts in their EDMs or internet ads to prompt consumers to click the ads. Some researchers and marketers also found language abstraction of ads and consumers’ construal levels (the way they think) will affect consumers’ attitudes to the ads and products which are marketed. However, studies in the past seldom put these two concepts with call-to-action into together. In this study, we use a 2(Types of ads contents: concrete, abstract)×2(Types of consumers’ construal levels: high, low) experiment to figure out impacts of language abstraction of ads and consumers’ construal levels on consumers’ call-to-actions choosing behaviors and their intentions and attitudes toward the product.

The results of our experiment show that types of ads contents and participants’ construal levels and even the interaction of these two independent variables not really affect people’s CTA choosing behaviors. Nevertheless, the interaction indeed makes participants have stronger purchase intentions and better attitudes toward the product if the language abstraction an ad uses fits his or her construal level. Besides, after participants read the ads, their fluency of imagining the circumstances they use the product also play a role of mediator in this experiment. If language abstraction of ads and consumers’ construal levels have fit effect, people will have better imagining fluency, and this imagining fluency will have positive impact on their purchase intentions and product attitudes.
論文目次 第一章 緒論 6
第一節 研究動機 6
第二節 研究目的 8
第二章 文獻探討 10
第一節 語言抽象性 10
第二節 解釋水平理論 11
第三節 語言抽象性和解釋水平理論在廣告上之應用 13
第三章 研究方法 15
第一節 研究設計 15
第二節 自變數操弄 17
第三節 實驗刺激物 21
第四節 實驗流程與問卷設計 23
第五節 資料分析方法 28
第四章 實驗結果與分析 30
第一節 樣本分布 30
第二節 信度分析 30
第三節 操弄檢定 31
第四節 假說檢定 32
第五節 其他發現 42
第五章 結論與建議 44
第一節 研究結論 44
第二節 管理意涵 47
第三節 學術貢獻 48
第四節 研究限制 49
第五節 未來研究建議 51
參考文獻 54
附件一:語言抽象性前測問卷 57
附件二:正式問卷 62
參考文獻 一、中文部分
林冠妤、黃儀婷(2015)。團購網電子報召喚行動按鈕介面元素辨識度與點擊意願探討。中華民國設計學會研究論文,870-874。

二、英文部分
Altarriba, J., Bauer, L. M., and Benvenuto, C. (1999). Concreteness, context availability, and imageability ratings and word associations for abstract, concrete, and emotion words. Behavior Research Methods, Instruments, & Computers, 31(4), 578-602.
Bellman, S., Schweda, A., and Varan, D. (2012). Interactive TV advertising: iTV ad executional factors. Journal of Business Research, 65(6), 831-839.
Chae, B., and Hoegg, J. (2013). The future looks “right”: Effects of the horizontal location of advertising images on product attitude. Journal of Consumer Research, 40(2), 223-238.
Ci, C. (2008). The impact of the abstractness-concreteness of an ad copy on consumers' responses to a product: the moderating role of consumers' regulatory foci and types of product attribute: ProQuest.
Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Elliott, W. B., Rennekamp, K. M., and White, B. J. (2015). Does concrete language in disclosures increase willingness to invest? Review of Accounting Studies, 20(2), 839-865.
Freitas, A. L., Salovey, P., and Liberman, N. (2001). Abstract and concrete self-evaluative goals. Journal of Personality and Social Psychology, 80(3), 410.
Fujita, K., Eyal, T., Chaiken, S., Trope, Y., and Liberman, N. (2008). Influencing attitudes toward near and distant objects. Journal of Experimental Social Psychology, 44(3), 562-572.
Hansen, J., and Wänke, M. (2010). Truth from language and truth from fit: The impact of linguistic concreteness and level of construal on subjective truth. Personality and Social Psychology Bulletin, 36(11), 1576-1588.
Kim, J., Kim, P. B., Kim, J.-E., and Magnini, V. P. (2016). Application of construal-level theory to promotional strategies in the hotel industry. Journal of Travel Research, 55(3), 340-352.
Lee, A. Y., and Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205.
Liberman, N., and Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5.
Lien, N.-H. and M.-H. Chiang (2016). Consumers' responses to EDM Call-to-Action - advertisement Language and Personal Construal Levels, working paper, Department of Business Administration, National Taiwan University.
Martin, B. A., Gnoth, J., and Strong, C. (2009). Temporal construal in advertising. Journal of Advertising, 38(3), 5-20.
Olney, T. J., Holbrook, M. B., and Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453.
Schwanenflugel, P. J., and Shoben, E. J. (1983). Differential context effects in the comprehension of abstract and concrete verbal materials. Journal of Experimental Psychology: Learning, Memory, and Cognition, 9(1), 82.
Spangenberg, E. R., Voss, K. E., and Crowley, A. E. (1997). Measuring the hedonic and utilitarian dimensions of attitude: a generally applicable scale. NA-Advances in Consumer Research Volume 24.
Stibel, J. M. (2005). Mental models and online consumer behaviour. Behaviour & Information Technology, 24(2), 147-150.
Trope, Y., Liberman, N., and Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of consumer psychology, 17(2), 83-95.
Vallacher, R. R., and Wegner, D. M. (1987). What do people think they're doing? Action identification and human behavior. Psychological review, 94(1), 3.
Wattenmaker, W. D., and Shoben, E. J. (1987). Context and the recallability of concrete and abstract sentences. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13(1), 140.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-07-21起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2022-07-01起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw