Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/104837
DC Field | Value | Language |
---|---|---|
dc.creator | 黃聖哲 | zh_TW |
dc.date | 2006-07 | |
dc.date.accessioned | 2016-12-14T03:58:28Z | - |
dc.date.available | 2016-12-14T03:58:28Z | - |
dc.date.issued | 2016-12-14T03:58:28Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/104837 | - |
dc.description.abstract | 關於廣告手法的效果研究,長期以來一直是行銷傳播領域相當受到關注的焦點,其中「比較式廣告」就是為許多廣告主所採用,也引起許多學者討論的廣告手法之一。過往對於比較式手法的研究結果指出,比較式手法對廣告認知有正面的效果,但也有部分研究認為比較式手法會對廣告態度產生負面的影響。儘管過去許多學者指出這樣的差異,卻沒有對此負面效果的心理機制提出說明。本研究就是企圖探討比較式手法引起的負面效果之形成原因,試圖找出閱聽人在面對比較式手法時,影響其廣告態度的內在處理機制。研究結果指出,比較式廣告手法藉由引起閱聽人對廣告操弄意圖推論程度的升高,而導致閱聽人對廣告態度產生負面的效果,尤其是認知面向的廣告信賴態度。 | |
dc.description.abstract | Although it has been documented that comparative tactic has a negative impact on attitude toward ads, no such process has been explored. This study is employing a mediate model to test how comparative ads inducing a negative attitude toward the ad. Utilizing the perspective of persuasion knowledge model, finding indicates that the comparative tactic causes a negative attitude toward the ad through eliciting consumer`s inference of manipulation intent. Our results also show that the negative effect only in ad credibility, but not in ad liking. | |
dc.format.extent | 1028246 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | 廣告學研究, 26, 61-82 | |
dc.subject | 中介效果;手法;比較式廣告;廣告態度;操弄意圖推論 | |
dc.subject | attitude;comparative advertising;inference;manipulation;tactic | |
dc.title | 比較式手法引起的廣告態度之中介效果模式探討 | zh_TW |
dc.title.alternative | The Effects of Comparative Tactics on Attitude toward the Ads: The Mediate Role of Manipulation Intent Inference | |
dc.type | article | |
item.cerifentitytype | Publications | - |
item.grantfulltext | open | - |
item.openairetype | article | - |
item.fulltext | With Fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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26-3(p.61-82).pdf | 1 MB | Adobe PDF2 | View/Open |
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