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題名 廣告訴求主題之研擬 : Lisrel模式之應用
作者 黃吉村
HUANG, JI-CUN
貢獻者 周文賢
黃吉村
HUANG,JI-CUN
日期 1992
1991
上傳時間 2-May-2016 17:00:40 (UTC+8)
參考文獻 一、中文部分
     王瑤芬(民78) , 「 三十三歲的你，開什麼車? 」 日本文摘，1989年12月) ，頁110-111 。
     江建良(民77) .使用情境與產品涉入對購買意願影響之研究，高雄國立中山大學企研所碩士論文。
     伊集院龍昌演講，許安娜譯(民77) ，「 Marketing戰略的立業法一基本的觀念和方法」，國華人,Ries & Trout(1981) 李定健譯，行銷定位，台北:經濟與生活出版事業股份有限公司。
     威爾斯(Wells) 與洪良浩（民78) ，「心動與動心」，吳承凱整理 ) ，突破雜誌， 48頁154-155。
     威爾斯(民78) ? "How Advertising Works? "袁兵譯，李秀鳳聲理) ，突破雜誌，48頁156-158。
     深川英雄著，許安娜譯(民79)，「 日本電通廣告賞」， 日本文摘
     曾海蒼(民77) ，廣告目標、廣告表現方式之組合與廣告效果關係之研究，台北:國立台灣大學商學研究所碩士論文。
     楊中芳(民76) ，廣告的心理原理，台北:遠流出版社。
     場朝陽著，劉興武譯，廣告的科學，台北:台灣新生報出版部，再版。
     楊朝陽(民77) .業實用創意法—發想的新潮流，台北:朝陽堂文化事業股份有限公司。
     蔡益彬(民79)，「 形象廣告面臨挑戰」， 突破雜誌，54 期，1990 年1月)，頁118 。
     葉進成(民78)，行銷資訊系統之建立---以個案公司為例，台北淡江大學管科所碩士論文。
     蔡坤宏(民77)，驗證性因素分析法之研究，台北：國立政治大學企研所碩士論文。
     董三印，羅文坤著(民68)， 廣告心理學， 台北：天馬出版社。
     顧瑜君，(民78)， 「攻擊不設防的心」張老師月刊， (1 989 年3 月頁59-71。
     Ries& Trout (1986)，蕭道遠譯，行銷大戰，台北：長河出版社。
     
     英文部分：
     Aaker D. (1976). Strategic Market Management, Englewood Cliffs, NJ: Prentice-Hall.
     Aaker D. A. & J. G. Shansby (1982). "Positioning Your Product," Business Horizons, (May/June). pp.56-62.
     Advertising Age (1989), "Winston`s Share Declines Can Be Traced to Inconsistency in Advertising Themes." (July 31). pp.1-36.
     Anderson J. & D. Gerbing (1988). "Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach." Psychological Bulletin, 103, pp.411-423.
     AssaelH. (1984), Consumer Behavior and Marketing Action, (2nd ed.), Boston: Kent Publishing.
     Beane To & D. Ennis(1987), "Market Segmentation; A Review"European Joyrnal of Marketing 21, 5.
     Belk(1974), "An Exploratory Assessment of Situational Effects in Buyer Behavior ", Journal of Marketing Research, pp.156-163.
     Belk, R.W (1985), "Issues in the Intention-Behavior Discrepancy," In J. N. Sheth ed. Research In Consumer Behayior, Vol.l, pp.1-34.
     Bentler P. & C. Chou (1988), "Practical Issues In Structural Modeling," in Long ed. Common problems!Proper Solutions, Newburg: Sage Publication Inc.
     Bollen(1989), Structural Equations with Latent Variables, N.Y.: John Wiley & Sons.
     Burke J. D. (1980), Advertising in the Marketplace, (2nd ed.), McGraw-Hill Inc.
     Cohen P. , J. Cohen, J. Teresi, M. Marchi, and C. Velez 1990), "Problems in the Measurement of Latent Variables in Structural Equations Causal Models,"Applied Psychologjcal Measurement, Vol.14, No.2, June), pp.183-196.
     Dagnoli J. (1989), "Too Many changes Sped Winston`s Fall," Advertising Age, (July 31), pp.36.
     Demby E. (1974). "Psychographies and From IIhence It Came," in lIells ed. Life Style and Psychographics, Chicago: AMA.
     Dillon,W. & Goldstein M. (1984), Multiyariate Analysis: Methods and Applications, John Wiley & Sons. Inc.
     Engel, Blackwell and Minard (1986), Consumer Behavior, N. Y.: the Dryden Press.
     Everitt B.S. (1984). An Intorduction to Latent Variable Models. Helpman Co.
     Fornell C. (1982), "A Second Generation of Multivariate Analysis: An Overview," in Farnell ed. A Second Generation of Multivariate Analysis, N. Y.: Praeger Inc. pp.1-21.
     Farnell. C. & F. Bookstein (1982), "Analysis of Two Structural Equation Models: LISREL and PLS to Market Date," in Fornell ed. A Second Generation of Multivariate Analysis, pp.289-324.
     Forrester, J.W(1959)， "Advertising: A Problem in Industrial Dynamics," Harvard Business Review, (Mar/Apr)
     Frazer C. (1983) , "Creative Strategy: A Management Perspective," Journal of Advertising, Vol.12, No.4, pp.36-41.
     Hansen F. (1972), Consumer Choice Behavjor: A Cognitive TheorY, N. Y.: The Free Press.
     Haward J. & Woodside A. G. (1984), "Personal Values Affecting Consumer Psychology," in Pitts, Jr. and A. G. Woodside ed. Personal Values and Consumer Psychology, pp.3-12.
     Holman, R. (1984), "A Values and Lifestyles Perspective on Human Behavior," In Pitts Jr. & Woodside ed. personal Values and Consumer psychology, pp.35-54.
     Joreskog K. G. & Sorbom O. (1985), LISREL VI: Analysis of Linear Structural Relationshjps by the Method of Maximum Ljkehood, Indiana: Scientific Software, Inc.
     Kahle L. & P. Kennedy (1989), "Using the List of Values (LOV) to Understand Consumers, " The Journal of Consumer Marketjng, Vol.5, No.3, pp.5-12.
     Kakkar P. & Lutz R. (1981), "Situational Influence on Consumer Behavior: A Review," in Kassarjian & Robertson ed . Perspectives in Consumer Behavior, pp .204-214.
     Kassarjian, H. (1971), "Personality and Consumer Behavior: A Review," Journal of Marketing Research, (Nov. 8),pp.409-418.
     Kassarjian, H. & T. Robertson ed. (1981), Perspectives in Consumer Behavior, (3rd ed.), Illinois: Scott, Foresman and Company.
     Kassarjian H. & M. Sheffet (1981), "Personality and Consumer Behavior: An Update," in Kassarjian & Robertson ed. Perspective in Consumer Behavior, pp. 145-180.
     Kotler P. (1988), Marketing Management: Analysis. Planning . and Control (5th ed.), Englewood Cliffs, NJ: Prentice-Hall.
     Kuo, C. (1985), "Media Use, Interpersonal Communication and Political Socialization," in M. McLaughlin ed. Communication Yearbook, Vol.9, Beverly Hills: Sage Publication. pp.625-641.
     Kuo, C. (1990). "The Learing of Consumer Consumer Skills in the Chinese Knowledge Youths and An Integrated Model," in Hass Communication Research, 42 (Jan.).
     Laskey H., E. Day & M. Crask (989). "Typology of Main Message Strategies for Television Commercials," JouI7nal of Advertising, Vol.18. No.I. pp.36-41.
     Lastovicka J. & Joachimsthaler E. (1988). "Improving the Detection of Personality - Behavior Relationships in Consumer Research." Journal of Consumer Research, Vol.14, (March), pp.583-S87.
     Lehmann D. & Gupta S. (989), "PACM: A Two-Stage Procedure for Analyzing Structural Models." in Applied Psychological Management. Vol.13. No.3 (Sep.), PP. 301-321.
     Levitt T. (983), The Marketing Imagination, N.Y.: Free Press.
     Levy S. J. (19S9), "Symbols Far Sales," Haryard Business Review, 37 (July/August), pp.117-124.
     Long(1983a), Confirmatory Factor Analysis, Newburg Sage Publication Inc.
     Long(1983b), Covariance Hodel: An Intorductjon to LISREL , Newburg: Sage Publication Inc.
     Pamela H. & L. Kahle (1988), "A Strucutral Equation Analysis of the Value-Attitude-Behavior Hierarchy,"Jurnal of Personality Social psychology, Ho.54 April), pp.838-846.
     Pitts, Jr. R. E. & A. G. `Woodside eds. Values and Consumer Psychology,
     Books D. C. Heath and Company, 1984a), Personal Lex i ngton Mass.:
     Pitts, Jr. R. E. & A. G. Woodside eds. (1984b), "Personal Values and Market Segmentation: Applying the Value Construct," in Pitt & Woodside ed. Personal Values and Consumer Psychology,
     Plummer J. (1974), "Applications of Life Style Research to the Creation of Advertising Compaigns," in Wells ed. Life Style and Psychographies, Chicago: AHA
     Porter, H. (1980), Competive Strategy, N. Y.: Free Press. Ray H. (1982), Advertising and Communication Management, Englewood Cliffs, NJ.: Prentice-Hall, Inc.
     Reynolds F. and Darden W. (1974), "Construing Life Style and Psychographies" in Wells ed. Life Style and Psychographies. Chicago: AMA.
     Ries & Trout (1981). Positioning: The Battle for Your Mind ? N. Y.: HcGraw-H iII Book Company.
     Rokeach H. (973). The Nature of HUllan Values. N. Y.: The Free Press.
     Sachs. W. S. (1983). Adyertising Management - Its Role in Marketing. Oklahoma: Pennwell Publishing Company.
     SAS/STAT Software: CALIS and LOGISTIC Procedures, (1990) Release 6.04. Cary. NC: SAS Institute Inc.
     Schmalensee (1983). "Today`s Top Priority Advertising Research Questions." ` Journal of Adyertising. Vol.23, pp.46-60.
     Sheth. Jagdsih N. (1985). "Research in Consumer Behavior." Vol.1
     Tauber E. (1980). "Point of View: How to Get Advertising Strategy from Research. n Journal of Advertising Research. Vo1.20. No.5. pp.67-72.
     Troye. S. W. (985). "Situationist Theory and Consumer Behaviorn in Sheth ed. Research in ConsumerBehavior.
     Villani K. Wind Y. (975), "On the Usage of `Modified` Personality Trait Measures in Consumer Research," Journa I of Consumer Research, Vo 1.2 (Dec.), pp. 223-228.
     Wells, W. ed. (1974), Lifestyle and Psychographies , Chicago: AMA.
     Wells, W. (1975), "Psychographies: A Critical Review,"Journal of Marketjng Research, 12 (Mar. 1975), PP.196-213.
     Wheaton B. (1988), "Assessment of Fit in Overidentified Models with Latent Variables,"
     in Long ed. Common Problems I Proper Solutions. Newburg CA.: Sage Book Publication Inc.
     Ziff R. (1974), "The . Role of Psychographies in the Development of Advertisnign Strategy and COpy," in Wells ed. Life Style and Psychographjes, Chicago: AMA.
描述 碩士
國立政治大學
國際經營與貿易學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004980
資料類型 thesis
dc.contributor.advisor 周文賢zh_TW
dc.contributor.author (Authors) 黃吉村zh_TW
dc.contributor.author (Authors) HUANG,JI-CUNen_US
dc.creator (作者) 黃吉村zh_TW
dc.creator (作者) HUANG, JI-CUNen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 17:00:40 (UTC+8)-
dc.date.available 2-May-2016 17:00:40 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 17:00:40 (UTC+8)-
dc.identifier (Other Identifiers) B2002004980en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89588-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description.tableofcontents 1. 結論. . . . . . . . . . . . . . . . . . 1
     1. 1 研究動機與目的. . . . . . . . . . . . . . . . . . 1
     1. 2 章節安排. . . . . . . . . . . . . . . . . . 4
     2. 理論基礎. . . . . . . . . . . . . . . . . . 5
     2.1 廣告主題與訊息策略. . . . . . . . . . . . . . . . . . 5
     2.2消費者行為模式. . . . . . . . . . . . . . . . .8
     2.3 LISREL模式簡介. . . . . . . . . . . . . . . . . . 10
     本章註釋. . . . . . . . . . . . . . . . . 16
     3. 分析架構. . . . . . . . . . . . . . . . .18
     3.1 研究架構. . . . . . . . . . . . . . . . . 18
     3.2 目標市場與目標視聽眾. . . . . . . . . . . . . . . . .20
     3.3 消費者行為LISREL模式. . . . . . . . . . . . . . . . .21
     3.4 LISREL分析流程. . . . . . . . . . . . . . . . . . 38
     3.5 訴求主題之選取. . . . . . . . . . . . . . . . .49
     本章詮釋. . . . . . . . . . . . . . . . .55
     4. 實例分析. . . . . . . . . . . . . . . . .58
     4.1 目標市場與目標視聽眾之選定. . . . . . . . . . . . . . . . .58
     4.2 罐裝咖啡之CBLISREL模式. . . . . . . . . . . . . . . . . . 59
     4.3 CBLISREL棋式分部分析. . . . . . . . . . . . . . . . . . 60
     4.4 CBLISREL模式整體分析. . . . . . . . . . . . . . . . . 65
     4.5 行銷策略、競爭分析與廣告主題選擇. . . . . . . . . . . . . . . . . . 68
     本章註釋. . . . . . . . . . . . . . . . . . 71
     5. 結論 . . . . . . . . . . . . . . . . .72
     5.1 研究發現. . . . . . . . . . . . . . . . .72
     5.2 研究限制. . . . . . . . . . . . . . . . .73
     5.3 後續研究方向. . . . . . . . . . . . . . . . . . 75
     本章詮釋. . . . . . . . . . . . . . . . .76
     參考文獻. . . . . . . . . . . . . . . . . 77
     附錄. . . . . . . . . . . . . . . . . . 84		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004980en_US
dc.title (題名) 廣告訴求主題之研擬 : Lisrel模式之應用zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
     王瑤芬(民78) , 「 三十三歲的你，開什麼車? 」 日本文摘，1989年12月) ，頁110-111 。
     江建良(民77) .使用情境與產品涉入對購買意願影響之研究，高雄國立中山大學企研所碩士論文。
     伊集院龍昌演講，許安娜譯(民77) ，「 Marketing戰略的立業法一基本的觀念和方法」，國華人,Ries & Trout(1981) 李定健譯，行銷定位，台北:經濟與生活出版事業股份有限公司。
     威爾斯(Wells) 與洪良浩（民78) ，「心動與動心」，吳承凱整理 ) ，突破雜誌， 48頁154-155。
     威爾斯(民78) ? "How Advertising Works? "袁兵譯，李秀鳳聲理) ，突破雜誌，48頁156-158。
     深川英雄著，許安娜譯(民79)，「 日本電通廣告賞」， 日本文摘
     曾海蒼(民77) ，廣告目標、廣告表現方式之組合與廣告效果關係之研究，台北:國立台灣大學商學研究所碩士論文。
     楊中芳(民76) ，廣告的心理原理，台北:遠流出版社。
     場朝陽著，劉興武譯，廣告的科學，台北:台灣新生報出版部，再版。
     楊朝陽(民77) .業實用創意法—發想的新潮流，台北:朝陽堂文化事業股份有限公司。
     蔡益彬(民79)，「 形象廣告面臨挑戰」， 突破雜誌，54 期，1990 年1月)，頁118 。
     葉進成(民78)，行銷資訊系統之建立---以個案公司為例，台北淡江大學管科所碩士論文。
     蔡坤宏(民77)，驗證性因素分析法之研究，台北：國立政治大學企研所碩士論文。
     董三印，羅文坤著(民68)， 廣告心理學， 台北：天馬出版社。
     顧瑜君，(民78)， 「攻擊不設防的心」張老師月刊， (1 989 年3 月頁59-71。
     Ries& Trout (1986)，蕭道遠譯，行銷大戰，台北：長河出版社。
     
     英文部分：
     Aaker D. (1976). Strategic Market Management, Englewood Cliffs, NJ: Prentice-Hall.
     Aaker D. A. & J. G. Shansby (1982). "Positioning Your Product," Business Horizons, (May/June). pp.56-62.
     Advertising Age (1989), "Winston`s Share Declines Can Be Traced to Inconsistency in Advertising Themes." (July 31). pp.1-36.
     Anderson J. & D. Gerbing (1988). "Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach." Psychological Bulletin, 103, pp.411-423.
     AssaelH. (1984), Consumer Behavior and Marketing Action, (2nd ed.), Boston: Kent Publishing.
     Beane To & D. Ennis(1987), "Market Segmentation; A Review"European Joyrnal of Marketing 21, 5.
     Belk(1974), "An Exploratory Assessment of Situational Effects in Buyer Behavior ", Journal of Marketing Research, pp.156-163.
     Belk, R.W (1985), "Issues in the Intention-Behavior Discrepancy," In J. N. Sheth ed. Research In Consumer Behayior, Vol.l, pp.1-34.
     Bentler P. & C. Chou (1988), "Practical Issues In Structural Modeling," in Long ed. Common problems!Proper Solutions, Newburg: Sage Publication Inc.
     Bollen(1989), Structural Equations with Latent Variables, N.Y.: John Wiley & Sons.
     Burke J. D. (1980), Advertising in the Marketplace, (2nd ed.), McGraw-Hill Inc.
     Cohen P. , J. Cohen, J. Teresi, M. Marchi, and C. Velez 1990), "Problems in the Measurement of Latent Variables in Structural Equations Causal Models,"Applied Psychologjcal Measurement, Vol.14, No.2, June), pp.183-196.
     Dagnoli J. (1989), "Too Many changes Sped Winston`s Fall," Advertising Age, (July 31), pp.36.
     Demby E. (1974). "Psychographies and From IIhence It Came," in lIells ed. Life Style and Psychographics, Chicago: AMA.
     Dillon,W. & Goldstein M. (1984), Multiyariate Analysis: Methods and Applications, John Wiley & Sons. Inc.
     Engel, Blackwell and Minard (1986), Consumer Behavior, N. Y.: the Dryden Press.
     Everitt B.S. (1984). An Intorduction to Latent Variable Models. Helpman Co.
     Fornell C. (1982), "A Second Generation of Multivariate Analysis: An Overview," in Farnell ed. A Second Generation of Multivariate Analysis, N. Y.: Praeger Inc. pp.1-21.
     Farnell. C. & F. Bookstein (1982), "Analysis of Two Structural Equation Models: LISREL and PLS to Market Date," in Fornell ed. A Second Generation of Multivariate Analysis, pp.289-324.
     Forrester, J.W(1959)， "Advertising: A Problem in Industrial Dynamics," Harvard Business Review, (Mar/Apr)
     Frazer C. (1983) , "Creative Strategy: A Management Perspective," Journal of Advertising, Vol.12, No.4, pp.36-41.
     Hansen F. (1972), Consumer Choice Behavjor: A Cognitive TheorY, N. Y.: The Free Press.
     Haward J. & Woodside A. G. (1984), "Personal Values Affecting Consumer Psychology," in Pitts, Jr. and A. G. Woodside ed. Personal Values and Consumer Psychology, pp.3-12.
     Holman, R. (1984), "A Values and Lifestyles Perspective on Human Behavior," In Pitts Jr. & Woodside ed. personal Values and Consumer psychology, pp.35-54.
     Joreskog K. G. & Sorbom O. (1985), LISREL VI: Analysis of Linear Structural Relationshjps by the Method of Maximum Ljkehood, Indiana: Scientific Software, Inc.
     Kahle L. & P. Kennedy (1989), "Using the List of Values (LOV) to Understand Consumers, " The Journal of Consumer Marketjng, Vol.5, No.3, pp.5-12.
     Kakkar P. & Lutz R. (1981), "Situational Influence on Consumer Behavior: A Review," in Kassarjian & Robertson ed . Perspectives in Consumer Behavior, pp .204-214.
     Kassarjian, H. (1971), "Personality and Consumer Behavior: A Review," Journal of Marketing Research, (Nov. 8),pp.409-418.
     Kassarjian, H. & T. Robertson ed. (1981), Perspectives in Consumer Behavior, (3rd ed.), Illinois: Scott, Foresman and Company.
     Kassarjian H. & M. Sheffet (1981), "Personality and Consumer Behavior: An Update," in Kassarjian & Robertson ed. Perspective in Consumer Behavior, pp. 145-180.
     Kotler P. (1988), Marketing Management: Analysis. Planning . and Control (5th ed.), Englewood Cliffs, NJ: Prentice-Hall.
     Kuo, C. (1985), "Media Use, Interpersonal Communication and Political Socialization," in M. McLaughlin ed. Communication Yearbook, Vol.9, Beverly Hills: Sage Publication. pp.625-641.
     Kuo, C. (1990). "The Learing of Consumer Consumer Skills in the Chinese Knowledge Youths and An Integrated Model," in Hass Communication Research, 42 (Jan.).
     Laskey H., E. Day & M. Crask (989). "Typology of Main Message Strategies for Television Commercials," JouI7nal of Advertising, Vol.18. No.I. pp.36-41.
     Lastovicka J. & Joachimsthaler E. (1988). "Improving the Detection of Personality - Behavior Relationships in Consumer Research." Journal of Consumer Research, Vol.14, (March), pp.583-S87.
     Lehmann D. & Gupta S. (989), "PACM: A Two-Stage Procedure for Analyzing Structural Models." in Applied Psychological Management. Vol.13. No.3 (Sep.), PP. 301-321.
     Levitt T. (983), The Marketing Imagination, N.Y.: Free Press.
     Levy S. J. (19S9), "Symbols Far Sales," Haryard Business Review, 37 (July/August), pp.117-124.
     Long(1983a), Confirmatory Factor Analysis, Newburg Sage Publication Inc.
     Long(1983b), Covariance Hodel: An Intorductjon to LISREL , Newburg: Sage Publication Inc.
     Pamela H. & L. Kahle (1988), "A Strucutral Equation Analysis of the Value-Attitude-Behavior Hierarchy,"Jurnal of Personality Social psychology, Ho.54 April), pp.838-846.
     Pitts, Jr. R. E. & A. G. `Woodside eds. Values and Consumer Psychology,
     Books D. C. Heath and Company, 1984a), Personal Lex i ngton Mass.:
     Pitts, Jr. R. E. & A. G. Woodside eds. (1984b), "Personal Values and Market Segmentation: Applying the Value Construct," in Pitt & Woodside ed. Personal Values and Consumer Psychology,
     Plummer J. (1974), "Applications of Life Style Research to the Creation of Advertising Compaigns," in Wells ed. Life Style and Psychographies, Chicago: AHA
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