系統識別號 U0026-1102201516095400
論文名稱(中文) 探討電視購物節目的廣告策略和觀眾認知程度及購買意願之關係
論文名稱(英文) An Investigation on the Advertising Strategies of TV Shopping Programs in Relation to the Perceptions and Purchasing Intentions of Audience
校院名稱 成功大學
系所名稱(中) 外國語文學系
系所名稱(英) Department of Foreign Languages & Literature
學年度 103
學期 1
出版年 104
研究生(中文) 施彥瑜
研究生(英文) Yen-Yu Shih
學號 K26001146
學位類別 碩士
語文別 英文
論文頁數 92頁
口試委員 指導教授-高實玫
中文關鍵字 電視購物節目  審慎理財  社會層級提升  擬社會人際互動  體驗行銷  購買意願 
英文關鍵字 TV shopping program  financial prudence  upward mobility  para-social interaction  experiential marketing  intention of purchase 
中文摘要 近年來,電視購物頻道非常的盛行。因此,許多專門研究語言、廣告、或行銷的學者開始注意電視購物頻道成功的原因和其中的廣告策略,探討電視購物的內容和背景設置、主持人的特色、消費者的購物動機等等的廣告因素是否成功引起觀眾的購買意願。此前的研究大部分從單一角度分析廣告本身或是消費者。然而,一個成功的廣告必須經過連續的廣告策略才能引起觀眾真正的購買行為。因此,這篇研究電視購物頻道主持人與來賓如何運用關於審慎理財的詞語及社會層級提升的詞語、擬社會人際互動、體驗行銷這四個廣告策略來影響觀眾的購買意願。為了研究觀眾對於這四個廣告策略的認知和購物意願之間的關係,研究者設計了一份問卷來調查受測者針對審慎理財的詞語、社會層級提升的詞語、擬社會人際互動、體驗行銷的認知程度。透過網路,本研究蒐集了137份有效問卷,包含74名女性和63名男性,其中大部分的受測者擁有高學歷。根據分析的結果,兩個電視購物節目的主持人和來賓在推銷產品時都分別大量使用了審慎理財的詞語以及社會層級提升的詞語。經過卡方檢定,兩個節目的主持人和來賓分別在使用審慎理財的詞語及社會層級提升的詞語方面上有顯著的不同。除此之外,經過二元邏輯迴歸檢驗觀眾對於這四個廣告策略的認知程度和購買意願之間的關係,分析結果指出當觀眾對於這些廣告策略的認知程度越高,他們的購買意願也會越強。也就是說,本研究所提出的所有廣告策略都能對觀眾的購買意願有顯著的影響進而引起真正的購買行為。因此,本研究也證實對於擁有較高學歷的觀眾,這些廣告策略是能有效地說服他們購買電視購物頻道中所推銷的產品。除此之外,本研究所提出的廣告策略也能延伸應用在其他廣告情境和說服場面之中,例如:電視廣告、網路購物、甚至是政治性宣傳活動。
英文摘要 TV shopping channels have thrived for many years. To investigate how shopping programs work so successfully and what advertising strategies the advertisers use, some issues such as content and settings, characteristics of hosts, and viewers’ motivations of purchase, have gained concerns in research of communication, advertising, and marketing. Previous works investigate these issues in one direction, that is, from either the advertisers’ or from the consumers’ viewpoints. However, a successful advertisement contains sequential processes invoking viewers’ actual buying behavior. As a result, it is necessary to take the interaction between the advertisement and viewers into account. This paper identified a four-dimensional framework to study how the hosts and the guests of two selected TV shopping programs persuaded the viewers to buy the promoted products. The research analyzed how four variables, the terms of financial prudence, the terms of upward mobility, para-social interaction, and experience marketing, would influence the viewers’ intention of purchase. To understand the viewers’ perceptions toward the advertising strategies and intention of buying, a questionnaire was conducted with 137 highly educated participants, including 74 females and 63 males, on the Internet. The findings indicated that these programs did apply a large quantity of financial prudence and upward mobility terms when promoting the products; however, the results of the Chi-square test showed that there were significant differences in using these terms between the two programs. In addition, binary logistic regression procedures were conducted to examine the relation between the viewers’ perceptions toward these advertising strategies and their purchase intention. The findings displayed that the greater the viewers perceived toward these strategies, the stronger their purchase intention became. In other words, all advertising strategies had a significant influence on the viewers’ actual buying behavior. Therefore, this study confirmed that these advertising strategies are effective in selling products on the TV to highly educated viewers. The findings of this study imply that these strategies may be applicable in other advertising contexts or persuasive settings, such as TV commercial, on-line shopping, and political campaign.
論文目次 ABSTRACT (Chinese) i
ABSTRACT (English) ii
Background 1
Motivation 3
The Purposes of the Study 4
Research Questions of the Study 5
Definition of Terms 5
TV Shopping Programs 7
Major Research Perspective about TV Shopping Programs 11
Financial Prudence and Upward Mobility 13
Para-social Interaction 15
Experiential Marketing 18
General Structure of the Study 23
Instruments 24
Selection of TV Shopping Video 24
Design of the Questionnaire 26
Data Collection 27
Participants 28
Analytical Procedures 31
Theoretical Frameworks 31
Analytical Measurements 35
Reliability 35
Results and Discussions of RQ1 37
Results of RQ1 37
Discussions of RQ1 45
Results and Discussions of RQ2 49
Results of RQ2 49
Discussions of RQ2 58
Results and Discussions of RQ3 61
Results of RQ3 61
Discussions of RQ3 64
Results and Discussions of RQ4 66
Results of RQ4 66
Discussions of RQ4 69
Summary of the Study 71
Implications 73
Limitations and Suggestions for Future Research 75
Appendix A 85
Appendix B 86
Appendix C 87
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