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題名 電視廣告對兒童行為的影響
The impacts of advertisement on children`s behavior作者 李宗琪
Lee, Tsung Chi貢獻者 羅文輝
Luo, Wen Hui
李宗琪
Lee, Tsung Chi關鍵詞 年齡
收視時間
父母順從
購買意圖
購買要求
購買行為
Age
Viewing
Acquiescence
intend
request
behavior日期 1993 上傳時間 29-Apr-2016 16:28:26 (UTC+8) 摘要 就電視廣告對兒童行為的影響而言，過去的研究證據並不一致，頗多值得 參考文獻 陳世敏，民七五年，兒童收看電視情形暨電視節目對兒童之影響，台北：中華民國民意測驗協會。 鍾蔚文，羅文輝，民七十七年，兒童對電視廣告瞭解、認知、及相信程度研究，台北：國立政治大學新聞研究所。 Adler, R. P. , Leesser, G. S. , Meringgoff, L. K. , Robertson, T. S. , Rossiter, J. R. , & Ward, S. (1980). The Effects of Television Advertising on Children: Review and Recommendation. Lexington, Mass: Lexing-ton Books. Adler, R. P. , & Faber, R. J. (1980). Background: Chil-dren’s Television Viewing Patterns. in Richard P. Adleret. Al. (eds.), The Effects of Television Ad-vertising on Children: Review and Recommendation. Lexington, Mass: Lexington Books. Atkin, Charles, k. (1981). Effects of Television Ad-vertising on Children. in Palmer & Dorr (ed.), Children and the Faces of Television: Teaching, Vi-olence, Selling. New York: Academic Press.--, & Heald, Gary (1977). The Content of Children’s Toy and Food Commercials. Journal of Communication, 27: 107-44. Barcus, F. E. (1981). The Nature of Television Adver-tising to Children. in Palmer & Door (ed.), Children and the Faces of Television: Teaching, Violence, Selling. New York: Academic Paress. Brucks, M. , Armstrong, G. M. , & Goldberg, M. E. (1988). Children’s Use of Cognitive Defenses against Tele-vision Advertising: A Cognitive Response Approach. Vol. 14(4): 471-82. Butter, E. J. , Weikel, K. B. , Wright, K. P. , & Deinzer, G. (1991). TV Advertising of OTC Medicines and Its Effects on Child Viewers. Psychology & Marketing, Vol. 8(2): 117-28. Caron, A. & Ward, S. (1975). Gifts Decisions by Kids and Parents. Journal of Advertising Research, 15: 15-20 Faw, T. & Belkin, G. S. (1989). Child Psychology. New York: McGraw-Hill Publishing Coo.. Galst, J. P. , & White M. A. (1976). The Unhealty Per-suaer: the Reinforcing Value of Television and Children’s Purchase-influencing Attempts at the Su-permarket. Child Development, 17: 1089-96. Goldberg, M. E. , & Gorn, G. J. (1978). Some Unintended Conseuences of TV Advertising to Children. Journal of Consumer Research, 5: 22-9. Gorn, G. J. , & Florsheim, R. (1985). The Effects of Commercials for Adult Products on Children. Journal of Consumer Research, Vol. 11(4): 962-7. Heinzerling, B. , Chandler, T. M. , & Cameron, L. C. (1991). Do Printed Advertisements in Children’s Magazines Comply with Guidelines of the Children’s Advertising Review Unit? An Exploratory Study. Paper Present in 37th Annual Consumer Interests. U.S.A. , Missouri. Isler, L. , Popper, E. T. , &Ward, S. (1987). Children’s Purchase Requests and Parental Responses: Results from a Diary Study. Journal of Advertising Research, pp. 28-39. Macklin, M. C. (1983). Do Children Understand TV Ads? Journal of Addvertising Research, Vol. 23(1): 63-70. McNeal, James U. (1969). An Exploratory Study of the Consumer Behavior of Children. in McNeal (ed.). Di-mensions of Consumer Behavior.New York: Appleton-Centur-Crofts. Moore, R. L. , & Moschis, G. P. (1978). Teenager’s Re-actions to Advertising. Journal of Advertising, Vol.7: 24-30. Ozgen Ozlen & Gonen, E. (1989). Consumer Behaviour of Children in Primary School Age. Journal of Consumer Studies and Home Economics, 13: 175-87. Raju, P. S. , & Lonial, S. C. (1990). Advertising to Children: Findings and Implications. In James, H. Leigh & Claude, R. Martin, Jr. (Eds.), Current Is-sues & Research in Advertising, Vol. 12(1 & 2). Ann Arbor, Mich. , Division of Research, Graduate School of Business Administration, University of Michigan. Reid, L. N. (1979). Viewing Rules as Mediating Factors of Children’s Responses to Commercials. Journal of Broadcasting, 23: 15-26. Resnik, A. J. , Stern, B. L. , & Alberty, B. (1979). In-tegrating Results from Children’s Television Adver-tising Research. Journal of Advertising, Vol. 6(3): 3-12.-(1977). Children’s Televi-sion Advertising and Brand Choice: A Laboratory Ex-periment. Journal of Advertising, 6(3): 11-7. Robertson, T. S. , & Rossiter, J. R. (1974). Children and Commercial Persuasion: An Attribution Theory Analysis. Journal of Consumer Research, Vol 1: 12-20.--(1977). Children’s Responsiveness to Commercials. Journal of Communi-cation, Vol. 27: 101-6.--, Ward, S. , Gatignon, H. , & Klees, D. M. (1989). Advertising and Children: Cross-Cultural Study. Communication Research, Vol. 16(4): 459-85. Roedder, D. L. , Sternthal, B. , & Calder, B. J. (1983). Attitude-Behavior Consistency in Children’s Re-sponses to Television Advertising. Journal of Mar-keting Research, Vol. 20(4): 337-49. Sheikh, A. & Moleski, L. M. (1977). Conflict in the Family over Commercials. Journal of Communication, 27: 152-7. Wackman, D. B. & Wartella, E. (1977). A Review of Cog-nitive Development Theory and Research and the Im-plication for Research on Children’s Responses to Television. Communication Research, Vol. 4(2): 203-24.--, & Ward, S. (1997). Learning to be Consumer: The Role of the Family. Journal of Communication, Vol.27(1): 138-51. Ward, S. (1972). Children’s Reactions to Commercial. Journal of Advertising Research, Vol. 12(2): 37-45.-- & Wackman, D. (1972). Children’s Purchase In-fluence Attempts And Parental Yiedling. Journal of Marketing Research, 9: 316-9.--, Daniel wackman & Ellen Wartella (1975). Con-tribution of Cognitive Development Theory to Con-sumer Socialization Research. paper presented to the Association for Consumer Research, Cincinnati, Ohio, Octorber, 1975. cited from The Effects of Television Advertising on Children: Review and Recommendation, eds. Adler et al. , Lexington, Mass: Lexington Books, 1980, pp. 163-4. Wartella, E. (1981). Individual Differences in Chil-dren’s Responses to Television Advertising. in Palmer & Dorr (ed.), Children and the Faces of Television: Teaching, Violence, Selling. New York: Academic Press.--, & Reeves, B. (1987). Communication and Children. in Charles R. Berger & Steven H. Chaffee (eds.), Handbook of communication Science. Beverly Hills, CA: Sage. PP.619-50. Weisskoff, R. (1985). Current Trends in Children’s Ad-vertising. Journal of Advertising Research, Vol.25(1): RC12-4. Wiman, A. R. (1983). Parental Influence and Children’s Responses to Television Advertising. Journal of Ad-vertising, Vol. 12(1): 12-8. 描述 碩士
國立政治大學
新聞學系
765506資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004205 資料類型 thesis dc.contributor.advisor 羅文輝 zh_TW dc.contributor.advisor Luo, Wen Hui en_US dc.contributor.author (Authors) 李宗琪 zh_TW dc.contributor.author (Authors) Lee, Tsung Chi en_US dc.creator (作者) 李宗琪 zh_TW dc.creator (作者) Lee, Tsung Chi en_US dc.date (日期) 1993 en_US dc.date.accessioned 29-Apr-2016 16:28:26 (UTC+8) - dc.date.available 29-Apr-2016 16:28:26 (UTC+8) - dc.date.issued (上傳時間) 29-Apr-2016 16:28:26 (UTC+8) - dc.identifier (Other Identifiers) B2002004205 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/88641 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 新聞學系 zh_TW dc.description (描述) 765506 zh_TW dc.description.abstract (摘要) 就電視廣告對兒童行為的影響而言，過去的研究證據並不一致，頗多值得 zh_TW dc.description.tableofcontents 第一章 緒論 第一節、 研究動機‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧1 第二節、 研究目的‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧4 第二章 文獻探討 第一節、 相關文獻‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧5 第二節、 研究問題與假設‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧12 第三章 研究方法 第一節、 抽樣‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧14 第二節、 問卷設計‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧15 第三節、 施測‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧18 第四章 資料分析 第一節、 描述性分析‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧19 第二節、 研究假設驗證與研究問題分析‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧29 第五章 結論與建議 第一節、 重要的研究發展‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧37 第二節、 討論‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧38 第三節、 研究限制與建議‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧41 參考書目‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧43 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004205 en_US dc.subject (關鍵詞) 年齡 zh_TW dc.subject (關鍵詞) 收視時間 zh_TW dc.subject (關鍵詞) 父母順從 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.subject (關鍵詞) 購買要求 zh_TW dc.subject (關鍵詞) 購買行為 zh_TW dc.subject (關鍵詞) Age en_US dc.subject (關鍵詞) Viewing en_US dc.subject (關鍵詞) Acquiescence en_US dc.subject (關鍵詞) intend en_US dc.subject (關鍵詞) request en_US dc.subject (關鍵詞) behavior en_US dc.title (題名) 電視廣告對兒童行為的影響 zh_TW dc.title (題名) The impacts of advertisement on children`s behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 陳世敏，民七五年，兒童收看電視情形暨電視節目對兒童之影響，台北：中華民國民意測驗協會。 鍾蔚文，羅文輝，民七十七年，兒童對電視廣告瞭解、認知、及相信程度研究，台北：國立政治大學新聞研究所。 Adler, R. P. , Leesser, G. S. , Meringgoff, L. K. , Robertson, T. S. , Rossiter, J. R. , & Ward, S. (1980). The Effects of Television Advertising on Children: Review and Recommendation. Lexington, Mass: Lexing-ton Books. Adler, R. P. , & Faber, R. J. (1980). Background: Chil-dren’s Television Viewing Patterns. in Richard P. Adleret. Al. (eds.), The Effects of Television Ad-vertising on Children: Review and Recommendation. Lexington, Mass: Lexington Books. Atkin, Charles, k. (1981). Effects of Television Ad-vertising on Children. in Palmer & Dorr (ed.), Children and the Faces of Television: Teaching, Vi-olence, Selling. New York: Academic Press.--, & Heald, Gary (1977). The Content of Children’s Toy and Food Commercials. Journal of Communication, 27: 107-44. Barcus, F. E. (1981). The Nature of Television Adver-tising to Children. in Palmer & Door (ed.), Children and the Faces of Television: Teaching, Violence, Selling. New York: Academic Paress. Brucks, M. , Armstrong, G. M. , & Goldberg, M. E. (1988). Children’s Use of Cognitive Defenses against Tele-vision Advertising: A Cognitive Response Approach. Vol. 14(4): 471-82. Butter, E. J. , Weikel, K. B. , Wright, K. P. , & Deinzer, G. (1991). TV Advertising of OTC Medicines and Its Effects on Child Viewers. Psychology & Marketing, Vol. 8(2): 117-28. Caron, A. & Ward, S. (1975). Gifts Decisions by Kids and Parents. Journal of Advertising Research, 15: 15-20 Faw, T. & Belkin, G. S. (1989). Child Psychology. New York: McGraw-Hill Publishing Coo.. Galst, J. P. , & White M. A. (1976). The Unhealty Per-suaer: the Reinforcing Value of Television and Children’s Purchase-influencing Attempts at the Su-permarket. Child Development, 17: 1089-96. Goldberg, M. E. , & Gorn, G. J. (1978). Some Unintended Conseuences of TV Advertising to Children. Journal of Consumer Research, 5: 22-9. Gorn, G. J. , & Florsheim, R. (1985). The Effects of Commercials for Adult Products on Children. Journal of Consumer Research, Vol. 11(4): 962-7. Heinzerling, B. , Chandler, T. M. , & Cameron, L. C. (1991). Do Printed Advertisements in Children’s Magazines Comply with Guidelines of the Children’s Advertising Review Unit? An Exploratory Study. Paper Present in 37th Annual Consumer Interests. U.S.A. , Missouri. Isler, L. , Popper, E. T. , &Ward, S. (1987). Children’s Purchase Requests and Parental Responses: Results from a Diary Study. Journal of Advertising Research, pp. 28-39. Macklin, M. C. (1983). Do Children Understand TV Ads? Journal of Addvertising Research, Vol. 23(1): 63-70. McNeal, James U. (1969). An Exploratory Study of the Consumer Behavior of Children. in McNeal (ed.). Di-mensions of Consumer Behavior.New York: Appleton-Centur-Crofts. Moore, R. L. , & Moschis, G. P. (1978). Teenager’s Re-actions to Advertising. Journal of Advertising, Vol.7: 24-30. Ozgen Ozlen & Gonen, E. (1989). Consumer Behaviour of Children in Primary School Age. Journal of Consumer Studies and Home Economics, 13: 175-87. Raju, P. S. , & Lonial, S. C. (1990). Advertising to Children: Findings and Implications. In James, H. Leigh & Claude, R. Martin, Jr. (Eds.), Current Is-sues & Research in Advertising, Vol. 12(1 & 2). Ann Arbor, Mich. , Division of Research, Graduate School of Business Administration, University of Michigan. Reid, L. N. (1979). Viewing Rules as Mediating Factors of Children’s Responses to Commercials. Journal of Broadcasting, 23: 15-26. Resnik, A. J. , Stern, B. L. , & Alberty, B. (1979). In-tegrating Results from Children’s Television Adver-tising Research. Journal of Advertising, Vol. 6(3): 3-12.-(1977). Children’s Televi-sion Advertising and Brand Choice: A Laboratory Ex-periment. Journal of Advertising, 6(3): 11-7. Robertson, T. S. , & Rossiter, J. R. (1974). Children and Commercial Persuasion: An Attribution Theory Analysis. Journal of Consumer Research, Vol 1: 12-20.--(1977). Children’s Responsiveness to Commercials. Journal of Communi-cation, Vol. 27: 101-6.--, Ward, S. , Gatignon, H. , & Klees, D. M. (1989). Advertising and Children: Cross-Cultural Study. Communication Research, Vol. 16(4): 459-85. Roedder, D. L. , Sternthal, B. , & Calder, B. J. (1983). Attitude-Behavior Consistency in Children’s Re-sponses to Television Advertising. Journal of Mar-keting Research, Vol. 20(4): 337-49. Sheikh, A. & Moleski, L. M. (1977). Conflict in the Family over Commercials. Journal of Communication, 27: 152-7. Wackman, D. B. & Wartella, E. (1977). A Review of Cog-nitive Development Theory and Research and the Im-plication for Research on Children’s Responses to Television. Communication Research, Vol. 4(2): 203-24.--, & Ward, S. (1997). Learning to be Consumer: The Role of the Family. Journal of Communication, Vol.27(1): 138-51. Ward, S. (1972). Children’s Reactions to Commercial. Journal of Advertising Research, Vol. 12(2): 37-45.-- & Wackman, D. (1972). Children’s Purchase In-fluence Attempts And Parental Yiedling. Journal of Marketing Research, 9: 316-9.--, Daniel wackman & Ellen Wartella (1975). Con-tribution of Cognitive Development Theory to Con-sumer Socialization Research. paper presented to the Association for Consumer Research, Cincinnati, Ohio, Octorber, 1975. cited from The Effects of Television Advertising on Children: Review and Recommendation, eds. Adler et al. , Lexington, Mass: Lexington Books, 1980, pp. 163-4. Wartella, E. (1981). Individual Differences in Chil-dren’s Responses to Television Advertising. in Palmer & Dorr (ed.), Children and the Faces of Television: Teaching, Violence, Selling. New York: Academic Press.--, & Reeves, B. (1987). Communication and Children. in Charles R. Berger & Steven H. Chaffee (eds.), Handbook of communication Science. Beverly Hills, CA: Sage. PP.619-50. Weisskoff, R. (1985). Current Trends in Children’s Ad-vertising. Journal of Advertising Research, Vol.25(1): RC12-4. Wiman, A. R. (1983). Parental Influence and Children’s Responses to Television Advertising. Journal of Ad-vertising, Vol. 12(1): 12-8. zh_TW
