Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/111894| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.advisor | Chang, Ching Ching | en_US |
| dc.contributor.author | 吳羽涵 | zh_TW |
| dc.contributor.author | Wu, Yu Han | en_US |
| dc.creator | 吳羽涵 | zh_TW |
| dc.creator | Wu, Yu Han | en_US |
| dc.date | 2017 | en_US |
| dc.date.accessioned | 2017-08-10T02:21:35Z | - |
| dc.date.available | 2017-08-10T02:21:35Z | - |
| dc.date.issued | 2017-08-10T02:21:35Z | - |
| dc.identifier | G1044640071 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/111894 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 傳播學院傳播碩士學位學程 | zh_TW |
| dc.description | 104464007 | zh_TW |
| dc.description.abstract | 近年許多廣告主藉由微電影形式的敘事廣告（narrative advertising）行銷品牌或產品，其中有些敘事廣告中會標示「真實故事改編」的影片字卡，試圖增加廣告內容的真實性。本研究進一步將標示真實性的廣告影片字卡稱為「廣告副文本」，並根據實務觀察發現廣告副文本可以分為「在廣告播放前出現」和「在廣告播放後出現」兩種放置時間點。而學術界仍缺乏敘事廣告副文本的相關研究，因此本研究將以「廣告副文本放置有無與時間點」此變項切入，探討敘事廣告是否標示副文本或在不同時間點標示副文本，將如何影響感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度和品牌態度等廣告說服效果，並試圖發展廣告副文本藉由中介變項影響品牌態度之連續中介模型。\n\n 本研究使用單因子實驗設計（廣告副文本放置有無與時間點：副文本在前／副文本在後／無副文本），研究發現「副文本在後」感知廣告真實性程度顯著高於「無副文本」。此外，「副文本在後」相較「副文本在前」能產生更高的感知廣告真實性、更低廣告操弄意圖推論和更佳的廣告態度。本研究也證實「副文本在後」對「品牌態度」能產生正向影響，是透過感知廣告真實性、廣告操弄意圖推論、轉移和廣告態度的完全中介。由此可見，三個版本中以「副文本在後」有較佳的說服效果，而且確實能增強廣告的真實性，並進而改變受試者心理機制和提升廣告效果。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1\n第一節 研究背景與動機 1\n第二節 研究目的 3\n第二章 文獻探討 5\n第一節 敘事廣告 5\n第二節 敘事廣告與轉移理論 11\n第三節 副文本 14\n第四節 廣告操弄意圖推論 17\n第五節 廣告副文本效果研究 19\n第六節 廣告副文本放置時間點 23\n第七節 廣告效果產生歷程 27\n第三章 研究架構與假設 31\n第一節 研究架構 31\n第二節 研究假設 32\n第四章 研究方法 33\n第一節 研究方法選擇 33\n第二節 研究設計 34\n第三節 正式實驗對象與流程 37\n第四節 研究變項定義與測量 39\n第五章 研究結果分析 46\n第一節 實驗受試者樣本分布 46\n第二節 前提檢定與變項操弄檢定 47\n第三節 量表信度檢驗 50\n第四節 假設驗證 51\n第六章 結論 65\n第一節 發現與討論 65\n第二節 學術與實務貢獻 69\n第三節 研究限制與未來建議 71\n參考文獻 74\n附錄一 正式施測影片分鏡表 80\n附錄二 正式施測問卷 82 | zh_TW |
| dc.format.extent | 1591478 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G1044640071 | en_US |
| dc.subject | 廣告副文本 | zh_TW |
| dc.subject | 感知真實性 | zh_TW |
| dc.subject | 操弄意圖推論 | zh_TW |
| dc.subject | 轉移 | zh_TW |
| dc.subject | 廣告效果 | zh_TW |
| dc.title | 敘事廣告副文本放置有無與時間點對品牌態度之影響－以感知廣告真實性、廣告操弄意圖推論、轉移、廣告態度為中介 | zh_TW |
| dc.title | The Effects of Paratext and Placement Timing in Narrative Advertising on Brand Attitudes : Perceived Message Validity, Inferences of Manipulative Intent, Transportation, and Ad Attitude as Mediators | en_US |
| dc.type | thesis | en_US |
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| item.fulltext | With Fulltext | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.grantfulltext | open | - |
| item.openairetype | thesis | - |
| item.cerifentitytype | Publications | - |
| Appears in Collections: | 學位論文 | |
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