Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/113322| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.author | 王楷馨 | zh_TW |
| dc.creator | 王楷馨 | zh_TW |
| dc.date | 2017 | en_US |
| dc.date.accessioned | 2017-10-02T02:22:39Z | - |
| dc.date.available | 2017-10-02T02:22:39Z | - |
| dc.date.issued | 2017-10-02T02:22:39Z | - |
| dc.identifier | G0104464026 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/113322 | - |
| 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 | 104464026 | zh_TW |
| dc.description.abstract | 過去名人代言人的學術研究多專注於代言人本身，而忽略了部分廣告中，除了代言人外，還會有一位或是數位「陪伴者」。本研究將探討陪伴者「真實與否」是否會影響代言人組合的信賴感與廣告效果；以及陪伴者「知名與否」是否會影響代言人組合的喜好度與廣告效果，此外，並以產品特性（搜尋特性和體驗特性）作為研究之調節變項。\n本研究採用3（代言人與陪伴者組合：代言人於廣告中的伴侶為真實伴侶且為知名藝人／非真實伴侶且為知名藝人／非真實伴侶且為非知名藝人）×2（產品特性：搜尋特性／體驗特性）的多因子實驗設計。研究結果證實當陪伴者為「真實伴侶」時，相較於「非真實伴侶」會產生較佳的信賴感；陪伴者為「知名藝人」時，相較於「非知名藝人」則會產生較佳的喜好度，然而，無論陪伴者「真實與否」或「知名與否」，皆不會影響到廣告效果。而當產品特性不同時，亦不會產生調節中介作用。 | 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 研究目的與研究問題 3\n第二章 文獻探討 4\n第一節 廣告代言人與陪伴者 4\n第二節 產品特性 14\n第三章 研究架構與假設 18\n第三節 研究架構 18\n第四節 研究假設 20\n第四章 研究方法 21\n第一節 研究設計 21\n第二節 實驗物的選擇與設計 23\n第三節 變項的定義與測量 25\n第四節 前測 30\n第五節 廣告的設計與製作 50\n第五章 研究結果分析 54\n第一節 實驗受試者樣本分布 54\n第二節 前提檢定與變項操弄檢定 55\n第三節 量表信度檢驗 60\n第四節 假設檢定 61\n第六章 結論 75\n第一節 發現與討論 75\n第二節 學術與實務貢獻 77\n第三節 研究限制與未來建議 78\n參考文獻 80\n附錄一、前測問卷 86\n附錄二、未通過的前測分析 98\n附錄三、正式施測問卷 101 | zh_TW |
| dc.format.extent | 39048164 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0104464026 | en_US |
| dc.subject | 代言人 | zh_TW |
| dc.subject | 陪伴者 | zh_TW |
| dc.subject | 真實性 | zh_TW |
| dc.subject | 知名度 | zh_TW |
| dc.subject | 產品特性 | zh_TW |
| dc.subject | 廣告效果 | zh_TW |
| dc.title | 廣告代言人之陪伴者的真實性與知名度對廣告效果之影響 | zh_TW |
| dc.title | How the authenticity and popularity of the partners of the endorsers affect Advertising effectiveness | en_US |
| dc.type | thesis | en_US |
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| item.cerifentitytype | Publications | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.openairetype | thesis | - |
| item.fulltext | With Fulltext | - |
| item.grantfulltext | open | - |
| Appears in Collections: | 學位論文 | |
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| 402601.pdf | 38.13 MB | Adobe PDF2 | View/Open |
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