學術產出-Theses
Article View/Open
Publication Export
-
題名 視障按摩業廣告行銷對消費意願之影響
The Impact of Advertising and Marketing for Visually Impaired Massage Services on Consumer Willingness to Purchase.作者 王昱晴
Wang, Yu-Ching貢獻者 蘇威傑
王昱晴
Wang, Yu-Ching關鍵詞 視障按摩
善因行銷
個人道德認同
Visually impaired massage
Cause-related marketing
Moral identity日期 2023 上傳時間 2-Aug-2023 13:12:03 (UTC+8) 摘要 近幾年,視障按摩業者面對新冠疫情爆發產生的影響,包括停業、限制開放和消費者需求下降等,都對視障按摩業者來說是一個巨大的挑戰。由於視障按摩業者特殊的身分具有獨特的優勢,因此本研究欲探討消費者因為善因行銷和個人道德感知,在此產業所產生的影響。本研究旨在探討視障按摩業者在行銷活動中運用善因行銷和其他不同行銷手法之間的差異,並進一步研究消費者個人道德感知對這些行銷模式的影響。為了達成這個目的,本研究採用了實驗設計的方式進行,設計三種廣告文的樣式:無行銷手法、價格折扣、捐贈等。探討不同手法的行銷策略消費意願的差異,同時也測試個人道德感知對消費意願的影響。除不同行銷方式和個人道德感知外,也觀察男性和女性的消費意願,希望藉此能夠觀察性別對消費意願產生的效果。本研究透過紙本問卷發放的方式蒐集樣本,並再後續進行敘述性統計、變異數分析和事後檢定,來對樣本進行分析。根據研究結果顯示,善因行銷可以增加消費者對前往店家消費的意願,並且能夠提高對店家的正面形象。另一方面,在沒有行銷活動和提供價格折扣之間,不管在消費意願和店家形象上街沒有明顯的差別。此外,本研究還發現,消費者的個人道德感知對於視障按摩業者所做的宣傳有顯著影響。當消費者認為業者的行銷活動與其個人價值觀相符時,他們更有意願支持和參與業者的行銷活動。總結而言,本研究的結果對於視障按摩業者在制定行銷策略時提供實務上的建議。 參考文獻 Aquino, K., & Reed, A. II. (2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423-1440.Blasi, A. (1994). Its Role in Moral Functioning. Moral Development: Fundamental research in moral development, 6(2), 168-139.Damon, W., & Hart, D. , (1992). Self-understanding and its role in social and moral development. In M. H. Bornstein & M. E. Lamb (Eds.), Developmental psychology: An advanced textbook, 421–464.Giles, H., & Johnson, P. (1987). Ethnolinguistic identity theory: A social psychological approach to language maintenance. International Journal of the Sociology of Language, 68, 69-99.Hart, D., Atkins, R., & Ford, D. (1998). Urban America as a context for the development of moral identity in adolescence, Journal of Social Issues, 54(4), 513-530.Hinkle, S., & Brown, R. (1990). Intergroup comparisons and social identity: Some links and lacunae. In D. Abrams & M. A. Hogg (Eds.), Social identity theory: Constructive and critical advances, 48-70.Hogg, M. A. (1992). The social psychology of group cohesiveness: From attraction to social identity. In W. Stroebe & M. Hewstone (Eds.), European review of social psychology (Vol. 3), 91-127.Sparks, J. R. (2015). A social cognitive explanation of situational and individual effects on moral sensitivity. Journal of Applied Social Psychology, 45(1), 45-54.Tajfel, H. (1959). Quantitative judgments in social perception. The British Journal of Psychology, 50(1), 16-29.Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56(65), 9780203505984-16.Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Basil Blackwell.Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology, 25(3), 237-252.Varadarajan, P., (1986). Horizontal cooperative sales promotion: A framework for classification and additional perspectives. Journal of Marketing, 50(2), 61-73.Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58-74.Van Quaquebeke, N., Becker, J. U., Goretzki, N., & Barrot, C. (2019). Perceived ethical leadership affects customer purchasing intentions beyond ethical marketing in advertising due to moral identity self-congruence concerns. Journal of business ethics, 156, 357-376.Winterich, K. P., Mittal, V., & Aquino, K. (2013). When does recognition increase charitable behavior? Toward a moral identity-based model. Journal of Marketing, 77(3), 121-134. 描述 碩士
國立政治大學
國際經營與貿易學系
110351028資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110351028 資料類型 thesis dc.contributor.advisor 蘇威傑 zh_TW dc.contributor.author (Authors) 王昱晴 zh_TW dc.contributor.author (Authors) Wang, Yu-Ching en_US dc.creator (作者) 王昱晴 zh_TW dc.creator (作者) Wang, Yu-Ching en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:12:03 (UTC+8) - dc.date.available 2-Aug-2023 13:12:03 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:12:03 (UTC+8) - dc.identifier (Other Identifiers) G0110351028 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146339 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 110351028 zh_TW dc.description.abstract (摘要) 近幾年,視障按摩業者面對新冠疫情爆發產生的影響,包括停業、限制開放和消費者需求下降等,都對視障按摩業者來說是一個巨大的挑戰。由於視障按摩業者特殊的身分具有獨特的優勢,因此本研究欲探討消費者因為善因行銷和個人道德感知,在此產業所產生的影響。本研究旨在探討視障按摩業者在行銷活動中運用善因行銷和其他不同行銷手法之間的差異,並進一步研究消費者個人道德感知對這些行銷模式的影響。為了達成這個目的,本研究採用了實驗設計的方式進行,設計三種廣告文的樣式:無行銷手法、價格折扣、捐贈等。探討不同手法的行銷策略消費意願的差異,同時也測試個人道德感知對消費意願的影響。除不同行銷方式和個人道德感知外,也觀察男性和女性的消費意願,希望藉此能夠觀察性別對消費意願產生的效果。本研究透過紙本問卷發放的方式蒐集樣本,並再後續進行敘述性統計、變異數分析和事後檢定,來對樣本進行分析。根據研究結果顯示,善因行銷可以增加消費者對前往店家消費的意願,並且能夠提高對店家的正面形象。另一方面,在沒有行銷活動和提供價格折扣之間,不管在消費意願和店家形象上街沒有明顯的差別。此外,本研究還發現,消費者的個人道德感知對於視障按摩業者所做的宣傳有顯著影響。當消費者認為業者的行銷活動與其個人價值觀相符時,他們更有意願支持和參與業者的行銷活動。總結而言,本研究的結果對於視障按摩業者在制定行銷策略時提供實務上的建議。 zh_TW dc.description.tableofcontents 中文摘要 2Abstract 3表目錄 6圖目錄 7第一章 緒論 8第一節 研究動機與目的 8第二節 研究架構 11第二章 文獻探討 12第一節 善因行銷 12第二節 個人道德認同 13第三節 善因行銷與購物意願 14第四節 研究問題與架構 15第三章 研究方法 17第一節 研究對象及流程 17第二節 變數定義和衡量方式 21第三節 資料分析方法 23第四章 研究結果 25第一節 敘述性統計分析 25第二節信度分析 30第三節 變異數分析 31第四節 事後檢定 35第五章 結論與建議 39第一節 研究結論 39第二節 行銷意涵與建議 40第三節 研究限制 41第六章 參考文獻 42附錄 44問卷一: 無行銷活動版本 44問卷二: 價格折扣版本 49問卷三:捐贈版本 54 zh_TW dc.format.extent 2633101 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110351028 en_US dc.subject (關鍵詞) 視障按摩 zh_TW dc.subject (關鍵詞) 善因行銷 zh_TW dc.subject (關鍵詞) 個人道德認同 zh_TW dc.subject (關鍵詞) Visually impaired massage en_US dc.subject (關鍵詞) Cause-related marketing en_US dc.subject (關鍵詞) Moral identity en_US dc.title (題名) 視障按摩業廣告行銷對消費意願之影響 zh_TW dc.title (題名) The Impact of Advertising and Marketing for Visually Impaired Massage Services on Consumer Willingness to Purchase. en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aquino, K., & Reed, A. II. (2002). The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423-1440.Blasi, A. (1994). Its Role in Moral Functioning. Moral Development: Fundamental research in moral development, 6(2), 168-139.Damon, W., & Hart, D. , (1992). Self-understanding and its role in social and moral development. In M. H. Bornstein & M. E. Lamb (Eds.), Developmental psychology: An advanced textbook, 421–464.Giles, H., & Johnson, P. (1987). Ethnolinguistic identity theory: A social psychological approach to language maintenance. International Journal of the Sociology of Language, 68, 69-99.Hart, D., Atkins, R., & Ford, D. (1998). Urban America as a context for the development of moral identity in adolescence, Journal of Social Issues, 54(4), 513-530.Hinkle, S., & Brown, R. (1990). Intergroup comparisons and social identity: Some links and lacunae. In D. Abrams & M. A. Hogg (Eds.), Social identity theory: Constructive and critical advances, 48-70.Hogg, M. A. (1992). The social psychology of group cohesiveness: From attraction to social identity. In W. Stroebe & M. Hewstone (Eds.), European review of social psychology (Vol. 3), 91-127.Sparks, J. R. (2015). A social cognitive explanation of situational and individual effects on moral sensitivity. Journal of Applied Social Psychology, 45(1), 45-54.Tajfel, H. (1959). Quantitative judgments in social perception. The British Journal of Psychology, 50(1), 16-29.Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56(65), 9780203505984-16.Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Basil Blackwell.Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology, 25(3), 237-252.Varadarajan, P., (1986). Horizontal cooperative sales promotion: A framework for classification and additional perspectives. Journal of Marketing, 50(2), 61-73.Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58-74.Van Quaquebeke, N., Becker, J. U., Goretzki, N., & Barrot, C. (2019). Perceived ethical leadership affects customer purchasing intentions beyond ethical marketing in advertising due to moral identity self-congruence concerns. Journal of business ethics, 156, 357-376.Winterich, K. P., Mittal, V., & Aquino, K. (2013). When does recognition increase charitable behavior? Toward a moral identity-based model. Journal of Marketing, 77(3), 121-134. zh_TW