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題名 消費者訊息處理動機與能力對廣告效果的影響
作者 連英傑
貢獻者 張重昭
連英傑
日期 1991
1990
上傳時間 2-May-2016 17:00:14 (UTC+8)
摘要 行銷人員利用廣告將產品的訊息呈遞給消費者，因此，瞭解影響廣告效果的因素，便是行銷人員的一項重要工作。本研究將影響廣告效果的因素分為二大類，其一為收訊者的特徵，其中包含收訊者對訊息的涉入程度與處理能力兩構面；另一則為廣告的特徵，其中包含廣告推薦人類型與訊息說服力兩構面，其目的則用以瞭解這四個因素之間互動的情形。
參考文獻 一、中文部分：
l.黃俊英，行銷研究一管理與技術(第三版) ，台北：華泰書局，民國76年1月。
2. 黃俊英、賴文彬，「涉入的理論發展與實務應用」管理科學學報，台北：中華民國管理科學學會，民國79年5月。
3. 薛培亮，「訊息涉入於廣告之應用」，(輔仁大學管理學研究所未出版碩士論文，民國79年7月)。
4. 練乃華，「推薦式廣告之溝通效果研究」，(台灣大學商學研究所未出版碩士論文，民國79年6月)。
5. 簡如君，「訊息接收者的涉入程度、訊息來源人數、及專家身分對說服效果之影響」，(政治大學心理研究所未出版碩士論文，民國79年6月)。

二、英文部分：
1. Belk, Russell W., "An Exploratory Assessment of Situational Effect in Buying Behavior", Journal of Marketing Research, (Vol.11, May, 1974):156-163.
2. Chaiken, S., ``Heuristic versus Systematic Information Processing and The Use of Source Versus Message Cues in Persuasion", Journal of Personality and Social Psychology, (Vol.39, 1980):752-766.
3. Gardner, M.P. & Andrew A. Mitchell & J.E. Russo, "Low Involvement Strategies for Processing Advertisment", Journal of Advertising, (Vol.14, No.2, 1985):4-13
4. Gotlieb, J.B. & J.E. Swan, "An Application of Elaboration Likelihood Model", Journal of Academy of Marketing Science, (Vol.18, No.3, Summer, 1990):221-228.
5. Greenwald, A.G. & Clark Leavitt, "Audience Involvement in Advertising: Four Levels", Journal of Consumer Research, (Vol.11, June, 1984):221-240.
6. Greenwald, A.G. & Clark Leavitt, "Cognitive Theory and Audience Involvement", in Psychological Processes and Advertising Effects: Theory, Research and Applications, Linda F. Alwitt and Andrew A. Mitchell (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, 1985:221-240.
7. Korgaonkar, P.k., and P.M. George, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, (No.11, Fall, 1982):32-44.
8. Krugman, H.E, "The Impact of Television Advertising: Learning without Involvement", Public Opinion Quarterly, (Vol.29, Fall, 1965):349-356.
9. Lastoricka, John L., and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American Marketing Association, 1979:53-73.
10. Laurent, G. & IN. Kapferer, "Measuring Consumer Involvement Profiles", Journal of Marketing Research, (Vol.22, Feb, 1985): 41-53.
11. Petty, RE. & J.T. Cacioppo & R. Goldman, ``Personal Involvement As a Determinant of Argumented-based Persuasion", Journal of Personality and Social Psychology, (Vol.41,1981):847-855.
12. Petty, R.E. & J.T. Cacioppo & D. Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, (No.10, 1983): 134-148.
13. Petty, R.E. & J.T. Cacioppo, "The effect of Involvement on Responses to Argument Quality and Quantity: Central and Peripheral to Persuasion", Journal of Personality and Social Psychology, (Vol.46 1984):69-81.
14. Petty, R.E & J.T. Cacioppo,"Central and Perihperal Routes to Persuasion: Application to Advertising", In L. Percy & A Woodside (Eds.), Advertising and Consumer Psychology. Lexington, MA: Lexington Books, D.C. Health:3-23.
15. Petty, RE. & J.T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.CBrown,1981.
16. Shiffman, Leon G., and Leslie Lazar, and Kaunk, Consumer Behavior, Prentice Hall, 1987.
17. Slama, Mark E., and Armen Tashchian, "Selected Socio-economic and Demographic Characteristic Associated with Purchasing Involvement" , Journal of Marketing, ( Winter, 1985):72-82.
18. Zaickowsky, Judith Lynne, "Measuring the Involvement Construct", Journal of Consumer Research, (Vol.12, Dec,1985):341-352.
描述 碩士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004871
資料類型 thesis
dc.contributor.advisor 張重昭zh_TW
dc.contributor.author (Authors) 連英傑zh_TW
dc.creator (作者) 連英傑zh_TW
dc.date (日期) 1991en_US
dc.date (日期) 1990en_US
dc.date.accessioned 2-May-2016 17:00:14 (UTC+8)-
dc.date.available 2-May-2016 17:00:14 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 17:00:14 (UTC+8)-
dc.identifier (Other Identifiers) B2002004871en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89577-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description.abstract (摘要) 行銷人員利用廣告將產品的訊息呈遞給消費者，因此，瞭解影響廣告效果的因素，便是行銷人員的一項重要工作。本研究將影響廣告效果的因素分為二大類，其一為收訊者的特徵，其中包含收訊者對訊息的涉入程度與處理能力兩構面；另一則為廣告的特徵，其中包含廣告推薦人類型與訊息說服力兩構面，其目的則用以瞭解這四個因素之間互動的情形。zh_TW
dc.description.tableofcontents 附表目次
附圖目次
附錄目次
第一章 緒論--------------------1
第一節 研究問題的本質與重要性---------------------1
第二節 研究目的-3
第三節 本研究和過去研究不同之處---------------------3
第四節 本論文結構---------------------4
第二章 文獻探討--------------------- 5
第一節 收訊者對訊息涉入的研究---------------------6
第二節 「訊息推敲可能性模式」之理論研究---------------------13
第三節 「訊息推敲可能性模式」之實證研究---------------------18
第四節 綜合研討---------------------29
第三章 研究設計- --------------------34
第一節 觀念架構---------------------34
第二節 變數的操作性定義、衡量與操弄檢驗--------------------- 35
第三節 研究假設---------------------37
第四節 研究設計-38
第五節 實驗步驟--------------------- 39
第六節 資料收集---------------------40
第四章 研究結果---------------------43
第一節 自變數的操弄驗驗---------------------43
第二節 訊息記憶和廣告態度的探討---------------------46
第三節 品牌態度和購買意願的探討---------------------52
第四節 研究結果彙總---------------------60
第五章 結論與建議---------------------61
第一節 影響廣告效果的因素---------------------61
第二節 ELM 模式和本研究實証結果---------------------63
第三節 行銷實務上的涵義---------------------65
第四節 研究限制與後續研究建議---------------------68
參考書目---------------------70
附錄---------------------74		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004871en_US
dc.title (題名) 消費者訊息處理動機與能力對廣告效果的影響zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分：
l.黃俊英，行銷研究一管理與技術(第三版) ，台北：華泰書局，民國76年1月。
2. 黃俊英、賴文彬，「涉入的理論發展與實務應用」管理科學學報，台北：中華民國管理科學學會，民國79年5月。
3. 薛培亮，「訊息涉入於廣告之應用」，(輔仁大學管理學研究所未出版碩士論文，民國79年7月)。
4. 練乃華，「推薦式廣告之溝通效果研究」，(台灣大學商學研究所未出版碩士論文，民國79年6月)。
5. 簡如君，「訊息接收者的涉入程度、訊息來源人數、及專家身分對說服效果之影響」，(政治大學心理研究所未出版碩士論文，民國79年6月)。

二、英文部分：
1. Belk, Russell W., "An Exploratory Assessment of Situational Effect in Buying Behavior", Journal of Marketing Research, (Vol.11, May, 1974):156-163.
2. Chaiken, S., ``Heuristic versus Systematic Information Processing and The Use of Source Versus Message Cues in Persuasion", Journal of Personality and Social Psychology, (Vol.39, 1980):752-766.
3. Gardner, M.P. & Andrew A. Mitchell & J.E. Russo, "Low Involvement Strategies for Processing Advertisment", Journal of Advertising, (Vol.14, No.2, 1985):4-13
4. Gotlieb, J.B. & J.E. Swan, "An Application of Elaboration Likelihood Model", Journal of Academy of Marketing Science, (Vol.18, No.3, Summer, 1990):221-228.
5. Greenwald, A.G. & Clark Leavitt, "Audience Involvement in Advertising: Four Levels", Journal of Consumer Research, (Vol.11, June, 1984):221-240.
6. Greenwald, A.G. & Clark Leavitt, "Cognitive Theory and Audience Involvement", in Psychological Processes and Advertising Effects: Theory, Research and Applications, Linda F. Alwitt and Andrew A. Mitchell (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, 1985:221-240.
7. Korgaonkar, P.k., and P.M. George, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, (No.11, Fall, 1982):32-44.
8. Krugman, H.E, "The Impact of Television Advertising: Learning without Involvement", Public Opinion Quarterly, (Vol.29, Fall, 1965):349-356.
9. Lastoricka, John L., and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American Marketing Association, 1979:53-73.
10. Laurent, G. & IN. Kapferer, "Measuring Consumer Involvement Profiles", Journal of Marketing Research, (Vol.22, Feb, 1985): 41-53.
11. Petty, RE. & J.T. Cacioppo & R. Goldman, ``Personal Involvement As a Determinant of Argumented-based Persuasion", Journal of Personality and Social Psychology, (Vol.41,1981):847-855.
12. Petty, R.E. & J.T. Cacioppo & D. Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, (No.10, 1983): 134-148.
13. Petty, R.E. & J.T. Cacioppo, "The effect of Involvement on Responses to Argument Quality and Quantity: Central and Peripheral to Persuasion", Journal of Personality and Social Psychology, (Vol.46 1984):69-81.
14. Petty, R.E & J.T. Cacioppo,"Central and Perihperal Routes to Persuasion: Application to Advertising", In L. Percy & A Woodside (Eds.), Advertising and Consumer Psychology. Lexington, MA: Lexington Books, D.C. Health:3-23.
15. Petty, RE. & J.T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.CBrown,1981.
16. Shiffman, Leon G., and Leslie Lazar, and Kaunk, Consumer Behavior, Prentice Hall, 1987.
17. Slama, Mark E., and Armen Tashchian, "Selected Socio-economic and Demographic Characteristic Associated with Purchasing Involvement" , Journal of Marketing, ( Winter, 1985):72-82.
18. Zaickowsky, Judith Lynne, "Measuring the Involvement Construct", Journal of Consumer Research, (Vol.12, Dec,1985):341-352.		zh_TW