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系統識別號 U0026-2808201723363000
論文名稱(中文) 不同廣告訴求對於微電影廣告效果之影響
論文名稱(英文) The Effect of Different Advertising Appeals on Advertising Effect of Microfilm
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 105
學期 2
出版年 106
研究生(中文) 王鈺炘
研究生(英文) Yu-Sin Wang
學號 R46031060
學位類別 碩士
語文別 英文
論文頁數 98頁
口試委員 指導教授-賴孟寬
口試委員-蔡惠婷
口試委員-高如妃
中文關鍵字 運輸理論  微電影廣告  對廣告的態度  對品牌的態度  分享意願 
英文關鍵字 Transportation Theory  Microfilm advertising (MFA)  Attitude toward the ad (Aad)  Attitude toward the brand (Ab)  Sharing Intention (SI) 
學科別分類
中文摘要 近幾年,隨著免費網路影音平台的崛起和網際網路的便利性,越來越多人拋棄傳統電視台,轉向網路影音平台尋找娛樂(PSRAI, 2013),這個現象大幅地降低了消費者接觸到傳統電視廣告的可能性。為了更有效地向消費者傳遞行銷訊息,新的行銷方式─網路微電影廣告變得越來越普遍。不同於傳統電視廣告,網路微電影廣告呈現完整的故事情節,將廣告訊息嵌入如電影般的敘事風格。本研究的目的在於利用運輸理論(Transportation Theory)探討不同廣告訴求的微電影廣告之廣告效果。兩種廣告訴求:情感訊息訴求(emotional message appeal) 和理性訴求(rational-functional appeal)在本研究中被採用。三個變數:對廣告的態度(attitude toward the ad)、對品牌的態度(attitude toward the ad)和分享意願(sharing intention) 在本研究中用於衡量廣告效果。研究結果顯示,情感訴求較強的微電影廣告會導致較強的運輸效果和較佳的廣告效果;情感訴求較強的微電影廣告會引發受測者較佳的廣告態度、品牌態度和較高的分享意願。
英文摘要 In recent years, with the popularity of free online video platforms and accessibility to the Internet, more and more people switch from traditional televisionbroadcast to digital channels for entertainments (PSRAI, 2013), which greatly lowers the possibilities for consumers exposing to the traditional TV commercials. To reach consumers in a more effective way, a new arising marketing tool, microfilm adverting becomes gradually popular. Different from traditional commercials, online microfilm advertisingembeds the advertised message into a complete story with movie-like scene and style and will only broadcast in online platforms. This study adopts transportation theory to comparethe adverting effect of microfilm advertisings using different advertising appeals. Three aspects, attitude toward the ad, attitude toward the brand and sharing intention, were used to examine the advertising effect. Two advertising appeals, emotional message appeal and rational-functional appeal were adopted in the study. The results indicate that the microfilmadvertising with emotional message appeal resulted in higher transported effect and better advertising effect. The participants of microfilmadvertising with emotional message appeal had more positive attitude toward the ad and brand, and were more willing to share the films to their friends. According to the results in the study, it is better for the corporations to adoptemotional message appeal when using online microfilm ads as marketing tool.
論文目次 Table of Content
中文摘要 i
ABSTRACT ii
致謝 iii
List of Tables vi
List of Figures vii
CHAPTER ONE INTRODUCTION 1
Research Background 1
Research Gap, Motivation and Objective 3
CHAPTER TWO LITERATURE REVIEW 6
Microfilm Advertising (MFA) 6
Transportation Theory 7
Microfilm Advertising and Transportation Theory 10
The Advertising Appeals of MFA and Transportation Theory 11
Advertising Effectiveness 12
Attitude toward the ad 12
Attitude toward the brand 13
Sharing Intention 14
Attitude toward the brand and the Sharing Intention 15
CHAPTER THREE METHODOLOGY 17
Survey Research Method 17
Independent Variables 18
Moderating Variables 19
Critical Thought/ Real-world Fact 19
Affective Response 20
Story-Consistent Belief 20
Dependent Variables 20
Attitude toward the ad 21
Attitude toward the Brand 21
Sharing Intention 21
Covariate-variables 22
Pretest for the Material (MFA) 24
Experimental Material- Selection of Microfilm 24
Questionnaire Design 25
Procedures 27
Respondents 27
Results of Manipulation Check 28
Results of Confounding and Covariate Variable Check 29
Pretest 30
Questionnaire design and procedures 31
Respondents 31
Results 33
Modifications 36
CHAPTER IV RESEARCH RESULTS 38
Data Handling 38
Data Coding 39
Demographic Characteristic of the Respondents 40
Manipulation Check 41
Covariate Variable Check 42
Validity and Reliability 43
Validity 44
Reliability 48
Confirmatory Factor Analysis 49
Variable Indexes 52
Hypothesis Testing 52
CHAPTER V CONCLUSIONS AND SUGGESTIONS 66
Conclusion 66
Academic Contributions 72
Managerial Implication 73
Limitations and Suggestions for Future Research 75
References 77
Appendix A 83
Appendix B 88
Appendix C 94

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