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系統識別號 U0026-2406201115382300
論文名稱(中文) 隱藏行銷對消費者品牌態度與購買意願之影響
論文名稱(英文) The Effects of Covert Marketing on Consumers' Brand Attitude and Purchase Intention
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 99
學期 2
出版年 100
研究生(中文) 汪敬文
研究生(英文) Ching-Wen Wang
學號 r6696122
學位類別 碩士
語文別 英文
論文頁數 134頁
口試委員 指導教授-賴孟寬
口試委員-蔡東峻
口試委員-劉佳玲
中文關鍵字 隱藏式行銷  溝通者偽裝  訊息偽裝  品牌態度  購買意願  品牌熟悉度 
英文關鍵字 covert marketing  communicator disguise  message disguise  brand attitude  purchase intention  brand familiarity 
學科別分類
中文摘要 在傳統電視廣告日漸勢微的趨勢下,以及每人每日廣告的曝光量越來越多的情況下,越來越多行銷人員偏好使用隱藏式行銷來避免消費者對廣告的排斥以及吸引消費者的注意。先前的學者研究也指出當消費者發現行銷人員採用隱藏行銷的方式之後,對於該品牌的態度與購買意願是有負面影響的(Ashley & Leonard, 2009; Milne, Bahl, and Rohm, 2009; Wei, Fischer and Main, 2008)。但是大部分有關隱藏行銷的研究,並未針對何不同形式的隱藏行銷做出比較。本研究主要的探討目的,即是試圖將隱藏式行銷以「溝通者偽裝」與「訊息偽裝」做分類。並研究不同類型的隱藏式行銷對消費者的品牌態度與購買意願的影響。為了探討各變數之間的關係,本研究設計四組實驗情境。研究結果顯示,不論是何種形式的隱藏式行銷,當消費者發現企業或行銷人員採用隱藏式行銷,消費者對於該品牌的品牌態度與購買意願皆有顯著降低;其中溝通者偽裝的隱藏式行銷,在揭露後所造成的負面影響比訊息偽裝的隱藏式行銷更來得多。而不同高低的品牌熟悉程度對隱藏式行銷與品牌態度之間的關係,亦有顯著影響。
英文摘要 Nowadays people are exposed to more and more advertising message every day and traditional TV advertising continues to lose its effectiveness. So marketers are more willing to use covert marketing practices to catch consumers’ attention. Previous research indicates that consumers’ reactions will be negative after disclosure. But few research compares the effects of different types of covert marketing on consumers’ reactions. The research purpose of this study is try to use communicator disguise and message disguise to classify covert marketing practices and examine the effects of different types of covert marketing on consumers’ brand attitude and purchase intention. In order to investigate the relationship among research variables, this study designed four experimental conditions. The results of this study demonstrated that when consumers learn about the disclosure of covert marketing, their brand attitude and purchase intention would decrease. Further, communicator-disguise covert marketing would generate more negative impacts on brand attitude and purchase intention than message-disguise covert marketing. Moreover, the negative impact of covert marketing disclosure on brand attitude would be attenuated if people who has high brand familiarity.
論文目次 TABLE OF CONTENTS

TABLE LISTS
FIGURE LISTS
CHAPTER I INTRODUCTION 1
CHAPTER II LITERATURE REVIEW 5
Covert Marketing 5
Disguise the Message or Disguise the Communicator 8
Effects of Covert Marketing on Consumers 12
Moderating Effects of Covert Marketing on Consumers 13
Conceptual Model 16

CHAPTER III METHODOLOGY 17
Research Design 17
Definitions and Measurements of Variables 18
Experimental Material 23
Pretest for Photos and Message Contexts 27
Pretest 29
Formal Data Collection 33

CHAPTER IV RESULTS AND DISCUSSIONS 34
Data Handling 34
Data Coding 35
Factor Analysis 38
Hypothesis Testing 43

CHAPTER V CONCLUSIONS AND SUGGESTIONS 61
Conclusions 61
Research Contributions 63
Limitations and Suggestions 66

REFERENCES 68
APPENDIX A 72
APPENDIX B 81
APPENDIX C 106
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