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題名 品牌愛情故事該如何說下去？ 愛情微電影廣告重複變化策略對品牌形象、廣告權益、新廣告接觸意願的影響
How to Continue a Microfilm Advertising Story about Love? The Influence of Repetition Variation Strategies of Microfilm Advertising on Brand Image, Advertising Equity, Willingness to Approach New Advertisements作者 陳珮容
Chen, Pei-Jung貢獻者 張郁敏
Chang, Yuhmiin
陳珮容
Chen, Pei-Jung關鍵詞 品牌形象
廣告權益
新廣告接觸意願
微電影廣告
重複變化策略
Brand image
Ad equity
Willingess to appraoch new advertisement
Mini-film advertising
Repetition variation strategy日期 2019 上傳時間 1-Jul-2020 14:06:26 (UTC+8) 摘要 近年來微電影廣告仍為頗受青睞的行銷手法，但過去敘事型廣告研究大多是在探討短期的說服效果，較缺乏重複暴露效果的討論。為補足此學術缺口，本研究以Schumann（1989，1990）的實質性、裝飾性變化及Chang（2009）的研究為基礎，並結合實際廣告案例，將愛情微電影廣告重複變化策略進一步細分為五類：然而，Chang（2009）的研究結果顯示，「非延續性差異情節策略」在理解程度、廣告態度、品牌態度的表現皆不及其他分類，因此本研究鎖定以下三種重複變化策略：「相似情節不同主角策略」、「延續性差異情節相同主角策略」、「延續性差異情節不同主角策略」。本研究比較這三個策略在品牌形象、廣告權益、新廣告接觸意願上的差異，並採用實驗法進行檢驗。研究結果顯示：一、在考量廣告權益的影響下，「延續性差異情節相同、相同主角策略」有助於提升品牌形象，但不會因品牌形象高而增加消費者接觸新廣告的意願。不過由於品牌形象與廣告權益高度相關，所以在不考量廣告權益的影響下，「延續性差異情節相同、相同主角策略」會因品牌形象高而增加消費者接觸新廣告的意願。二、不管有無同時考量品牌形象，「延續性差異情節相同、相同主角策略」會提升廣告權益，且可能因廣告權益高而增加消費者接觸新廣告的意願。 參考文獻 一、中文文獻文案君（2018年1月20日），〈「小時光麵館」暖心廣告又來了〉，《壹讀》。取自https://reurl.cc/DOAk6品牌志編輯部（2015年11月26日），〈品牌行銷：廣告新浪潮─微電影行銷正夯〉，《品牌志》。取自https://reurl.cc/Omv3v唐崇達（2012年11月02日），〈微電影要「戲」膩，才能好看不膩〉，《動腦雜誌》。取自https://reurl.cc/GNARx張麗娟（2016年3月25日），〈超過百萬網友感動 小時光麵館第二季帶你品嘗心情〉，《今日新聞》。取自https://reurl.cc/rY5GO陶振超（2011）。〈媒介訊息如何獲得注意力：突出或相關？認知取徑媒體研究之觀點〉，《新聞學研究》，107：245-290。動腦雜誌（2016年4月15日）。〈小時光麵館微電影讓統一麵再創高峰〉，《動腦雜誌》。取自https://reurl.cc/koXY3黃哲盛、潘婉欣（2012）。〈以品牌概念圖重新探討品牌向下延伸決策：建構品牌聯想為衡量指標〉，《臺大管理論叢》，23（1）：85-118。黃振家譯（2014）。《大眾媒體研究導論》，臺北：學富。（原書Wimmer, R. &Dommick, J. 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國立政治大學
傳播學院傳播碩士學位學程
106464031資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106464031 資料類型 thesis dc.contributor.advisor 張郁敏 zh_TW dc.contributor.advisor Chang, Yuhmiin en_US dc.contributor.author (Authors) 陳珮容 zh_TW dc.contributor.author (Authors) Chen, Pei-Jung en_US dc.creator (作者) 陳珮容 zh_TW dc.creator (作者) Chen, Pei-Jung en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2020 14:06:26 (UTC+8) - dc.date.available 1-Jul-2020 14:06:26 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2020 14:06:26 (UTC+8) - dc.identifier (Other Identifiers) G0106464031 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130669 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 106464031 zh_TW dc.description.abstract (摘要) 近年來微電影廣告仍為頗受青睞的行銷手法，但過去敘事型廣告研究大多是在探討短期的說服效果，較缺乏重複暴露效果的討論。為補足此學術缺口，本研究以Schumann（1989，1990）的實質性、裝飾性變化及Chang（2009）的研究為基礎，並結合實際廣告案例，將愛情微電影廣告重複變化策略進一步細分為五類：然而，Chang（2009）的研究結果顯示，「非延續性差異情節策略」在理解程度、廣告態度、品牌態度的表現皆不及其他分類，因此本研究鎖定以下三種重複變化策略：「相似情節不同主角策略」、「延續性差異情節相同主角策略」、「延續性差異情節不同主角策略」。本研究比較這三個策略在品牌形象、廣告權益、新廣告接觸意願上的差異，並採用實驗法進行檢驗。研究結果顯示：一、在考量廣告權益的影響下，「延續性差異情節相同、相同主角策略」有助於提升品牌形象，但不會因品牌形象高而增加消費者接觸新廣告的意願。不過由於品牌形象與廣告權益高度相關，所以在不考量廣告權益的影響下，「延續性差異情節相同、相同主角策略」會因品牌形象高而增加消費者接觸新廣告的意願。二、不管有無同時考量品牌形象，「延續性差異情節相同、相同主角策略」會提升廣告權益，且可能因廣告權益高而增加消費者接觸新廣告的意願。 zh_TW dc.description.tableofcontents 第壹章、緒論 1第一節、研究背景與動機 1第二節、研究目的與貢獻 3第貳章、文獻探討 4第一節、愛情微電影廣告的重複變化策略 4第二節、愛情微電影廣告重複變化策略與執行一致性 8第三節、愛情微電影廣告執行一致性與品牌權益 9第四節、愛情微電影廣告執行一致性與廣告權益 12第五節、品牌形象、廣告權益與新廣告接觸意願 14第參章、研究方法 17第一節、研究架構 17第二節、實驗法 18第三節、第一次前測 19一、前測目的 19二、實驗物 19三、前測流程與問卷題項 22四、前測結果 23第四節、第二次前測 26一、前測目的 26二、實驗物 26三、前測流程與修正的問卷題項 26四、前測結果 27第五節、第三次前測 29一、前測目的 29二、實驗物 29三、修正的問卷題項 31四、前測結果 31第六節、正式實驗流程 34第七節、正式問卷認知訪談結果 34第八節、問卷設計與變項測量 35一、品牌熟悉度 35二、主角喜好度 35三、情節一致性 36四、主角一致性 36五、品牌形象 37六、廣告權益 37七、新廣告接觸意願 38第肆章、資料分析 39第一節、受試者輪廓 39第二節、信度檢測 40第三節、操弄檢定 40第四節、研究假設驗證 43第伍章、結論與建議 49第一節、研究結果與討論 49第二節、學術貢獻與實務建議 51第三節、研究限制與未來研究建議 52參考文獻 55附錄、正式實驗問卷 67 zh_TW dc.format.extent 14476723 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106464031 en_US dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 廣告權益 zh_TW dc.subject (關鍵詞) 新廣告接觸意願 zh_TW dc.subject (關鍵詞) 微電影廣告 zh_TW dc.subject (關鍵詞) 重複變化策略 zh_TW dc.subject (關鍵詞) Brand image en_US dc.subject (關鍵詞) Ad equity en_US dc.subject (關鍵詞) Willingess to appraoch new advertisement en_US dc.subject (關鍵詞) Mini-film advertising en_US dc.subject (關鍵詞) Repetition variation strategy en_US dc.title (題名) 品牌愛情故事該如何說下去？ 愛情微電影廣告重複變化策略對品牌形象、廣告權益、新廣告接觸意願的影響 zh_TW dc.title (題名) How to Continue a Microfilm Advertising Story about Love? 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