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題名 比較性廣告之定位與溝通效果研究
作者 方淑慧
貢獻者 黃俊英
方淑慧
日期 1989
1988
上傳時間 3-May-2016 14:11:37 (UTC+8)
摘要 論文提要內容:
隨著商品種類的增多及消費意願的提高，消費者對消費資訊的需求日益迫切，廣告所扮演之提供資訊的角色也日趨重要。而比較性廣告(Comparative Advertising)正好能提供消費者更多有用和需要的資訊，並減少資訊蒐尋的時間、精力與成本，故比較性廣告的使用應會逐漸增加。此外，隨著國際化的來臨，美國比較性廣告漸增的趨勢也會隨之登陸台灣。然而比較性廣告的提效果是否優於傳統廣告方式，這是在從事廣告決策的重要依據。因此本研究的目的在於:
1、探討國內消費者對比較性廣告的反應(溝通和定位)，並分析比較性廣告的溝通層級反應間的關係。
2、探討高涉入產品和低涉入產品在比較性廣告的溝通效果和定位效果，是否與傳統廣告有差別。
3、分析關聯比較策略和差異化比較策略的廣告溝通和定位效果是否有差異。
本研究採實驗法進行實證，利用產品涉入程度、比較方向性、比較強度三個實驗變數形成2x2x2 的因子設計，加上兩個控制組，一共設計十組實驗廣告，然後對大學生進行有關知覺相似、知覺偏好(定位效果)、廣告認知、廣告態度、品牌認知、品牌態度、購買意願(溝通效果)等之問卷調查。定位效果主要以多元尺度法分析之，溝通效果則以MANCOVA進行組間比較，再以LISREL檢驗各層級反應間
的關係。
研究結果發現:
l、就定位相似性而言，無論是高涉入或低涉入的產品，關聯的比較性廣告均有很好的效果。差異化的比較性廣告之定位相似效果則不若關聯策略明顯。
2、就理想點定位而言，隨著廣告訊息表現方式不同，所能吸引到的市場區隔也不同。
3、比較強度和產品涉入程度的不同並不會影響受測者的屬性記憶，然而隨著比較的方向不同，受測者對屬住的記憶程度則有差異。關聯性比較方式所引起的屬性記憶程度顯著地優於差異化的比較方式。
4、就廣告可信度而言，高涉入產品利用非比較性廣告引起的廣告可信度顯著地優於明示的比較性廣告，暗示的比較性廣告可信度則介於其中。
5、至於更進一步的溝通層級反應，在不同的比較強度或比較方向性因子中並沒有顯著差異，換言之，比較性廣告並無法藉其比較的特性來提高消費者的態度和購買意願，其效果與傳統的非比較性廣告無異。
6、產品的種類不同消費者的購買意願也不相同，通常低涉入產品比較容易透過廣告來刺激消費者的購買意願。
7、情感移轉假說模式最能表現本研究之溝通層級反應間的關係。
廣告若能刺激消費者對廣告本身的認知和情感，將可移轉成他對品牌的
喜好，進而影響其購買意願。
參考文獻 參考書目
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1王天津著，運動鞋產品屬性與購買行為關係之研究，新竹:交通大學管理科學研究所碩士論文，民國73年6月。
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11楊福原著，低涉入購買行為決策過程之實證研究，台北:淡江大學管理科學研究所碩士論文，民國75年6月。
12樊志育著，廣告效果研究，台北;三民書局，民國73年。
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14闕河士著，消費者抱怨行為及其影響因素，台北:政治大學企業管理研究所碩士當文，民國78年6月。
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16 P.Kot1er、(principles of Marketing:1986)王志剛、陳正男合譯，行銷學原理，
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，民國74年12月初版。
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14 Fishbein,M. and I. Ajzen, Belief, Attitude, Intention and Behavior: An Introduction
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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/#B2002005551
資料類型 thesis
dc.contributor.advisor 黃俊英zh_TW
dc.contributor.author (Authors) 方淑慧zh_TW
dc.creator (作者) 方淑慧zh_TW
dc.date (日期) 1989en_US
dc.date (日期) 1988en_US
dc.date.accessioned 3-May-2016 14:11:37 (UTC+8)-
dc.date.available 3-May-2016 14:11:37 (UTC+8)-
dc.date.issued (上傳時間) 3-May-2016 14:11:37 (UTC+8)-
dc.identifier (Other Identifiers) B2002005551en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/90042-
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) 論文提要內容:
隨著商品種類的增多及消費意願的提高，消費者對消費資訊的需求日益迫切，廣告所扮演之提供資訊的角色也日趨重要。而比較性廣告(Comparative Advertising)正好能提供消費者更多有用和需要的資訊，並減少資訊蒐尋的時間、精力與成本，故比較性廣告的使用應會逐漸增加。此外，隨著國際化的來臨，美國比較性廣告漸增的趨勢也會隨之登陸台灣。然而比較性廣告的提效果是否優於傳統廣告方式，這是在從事廣告決策的重要依據。因此本研究的目的在於:
1、探討國內消費者對比較性廣告的反應(溝通和定位)，並分析比較性廣告的溝通層級反應間的關係。
2、探討高涉入產品和低涉入產品在比較性廣告的溝通效果和定位效果，是否與傳統廣告有差別。
3、分析關聯比較策略和差異化比較策略的廣告溝通和定位效果是否有差異。
本研究採實驗法進行實證，利用產品涉入程度、比較方向性、比較強度三個實驗變數形成2x2x2 的因子設計，加上兩個控制組，一共設計十組實驗廣告，然後對大學生進行有關知覺相似、知覺偏好(定位效果)、廣告認知、廣告態度、品牌認知、品牌態度、購買意願(溝通效果)等之問卷調查。定位效果主要以多元尺度法分析之，溝通效果則以MANCOVA進行組間比較，再以LISREL檢驗各層級反應間
的關係。
研究結果發現:
l、就定位相似性而言，無論是高涉入或低涉入的產品，關聯的比較性廣告均有很好的效果。差異化的比較性廣告之定位相似效果則不若關聯策略明顯。
2、就理想點定位而言，隨著廣告訊息表現方式不同，所能吸引到的市場區隔也不同。
3、比較強度和產品涉入程度的不同並不會影響受測者的屬性記憶，然而隨著比較的方向不同，受測者對屬住的記憶程度則有差異。關聯性比較方式所引起的屬性記憶程度顯著地優於差異化的比較方式。
4、就廣告可信度而言，高涉入產品利用非比較性廣告引起的廣告可信度顯著地優於明示的比較性廣告，暗示的比較性廣告可信度則介於其中。
5、至於更進一步的溝通層級反應，在不同的比較強度或比較方向性因子中並沒有顯著差異，換言之，比較性廣告並無法藉其比較的特性來提高消費者的態度和購買意願，其效果與傳統的非比較性廣告無異。
6、產品的種類不同消費者的購買意願也不相同，通常低涉入產品比較容易透過廣告來刺激消費者的購買意願。
7、情感移轉假說模式最能表現本研究之溝通層級反應間的關係。
廣告若能刺激消費者對廣告本身的認知和情感，將可移轉成他對品牌的
喜好，進而影響其購買意願。		zh_TW
dc.description.tableofcontents 目錄
序言………壹
圖表目次………肆
附錄目次………柒
第一章 導論………1
第一節 研究動機與研究目的………1
第二節 研究範圍與研究限制………4
第三節 本研究之觀念架構………5
本章附註………6
第二章 文獻探討………8
第一節 廣告效果的衡量………8
第二節 比較性廣告之定位效果………26
第三節 比較性廣告之溝通效果………29
本章附註………43
第三章 研究方法………51
第一節 研究假設之建立………51
第二節 變數之操作性定義與衡量………54
第三節 研究設計………59
第四節 問卷設計………63
第五節 資料收集的步驟與方法………66
第六節 分析方法與架構………68
本章附註………74
第四章 研究結果………79
第一節 比較性廣告定位效果之分析………81
第二節 比較性廣告溝通效果之分析………112
本章附註………131
第五章 結論與建議………132
第一節 研究結論………132
第二節 未來研究建議………135
本章附註………137
參考書目………138

圖表目次
圖
圖1-1 本研究的觀念架構………5
圖2-1 整合性溝通效果模式………12
圖2-2 情感移轉假說的層級效果模式………13
圖2-3 雙重中介假說的層級效果模式………14
圖2-4 相互中介假說的層級效果摸式………14
圖2-5 獨立影響假說的層級效果模式………15
圖2-6 高、低涉入情況下的採用過程………23
圖2-7 整合性溝通效果模式之簡化型態……….24
圖3-1 整合性資訊反應模式………52
圖3-2 本研究的分析架構………68
圖4-1 高涉入產品群中明示關聯比較組之知覺圖………82
圖4-2 高涉入產品群中暗示關聯比較組之知覺圖………83
圖4-3 高涉入產品群中明示差異比較組之知覺圖………84
圖4-4 高涉入產品群中暗示差異比較組之知覺圖………85
圖4-5 高涉入產品群中非比較性廣告組之偏好圖………86
圖4-6 低涉入產品群中明示關聯比較組之知覺圖………91
圖4-7 低涉入產品群中暗示關聯比較組之知覺圖………92
圖4-8 低涉入產品群中明示差異比較組之知覺圖………93
圖4-9 低涉入產品群中暗示差異比較組之知覺圖………94
圖4-10 低涉入產品群中非比較性廣告組之偏好圖………95
圖4-11 高涉入產品群中明示關聯比較組之偏好圖………99
圖4-12 高涉入產晶群中暗示關聯比較組之偏好圖………100
圖4-13 高涉入產品群中明示差異比較組之偏好圖………101
圖4-14 高涉入產品群中暗示差異比較組之偏好圖………102
圖4-15 高涉入產品群中非比較性廣告組之偏好圖………103
團4-16 低涉入產品群中明示關聯比較組之偏好圖………106
圖4-17 低涉入產品群中暗示關聯比較組之偏好圖………107
圖4-18 低涉入產品群中明示差異比較組之偏好圖………108
圖4-19 低涉入產品群中暗示差異比較組之偏好圖………109
圖4-20 低涉入產品群中非比較性廣告組之偏好圖………110
圖4-21 比較強度和產品涉入程度下之廣告可信度均數圖………122
圖4-22 情感移轉假說之路徑圖分析………126
圖4-23 相互中介假說之路徑圖分析………127

表
表2-1 層級效果模式的內容………11
表2-2 Zaichkowsky 的個人涉入清單………22
表2-3 比較性廣告溝通效能的實證研究………32
表3-1 本研究之實驗設計………60
表3-2 產品涉入構念之信度--預試結果………64
表3-3 產品涉入構念之因素分析-預試結果………65
表3-4 有效樣本之描述………67
表3-5 相似性資料的觀念性研究法………69
表3-6 Kruskal壓力係數的解釋………70
表3-7 偏好資料的觀念性研究法………71
表4-1 產品涉入構念之因素分析………80
表4-2 高/低涉入產品之操作性檢查………80
表4-3 兩構面知覺圖的壓力係數和Ｒ………81
表4-4 高涉入產品群各品牌在知覺圖上的座標………87
表4-5 高涉入產品群各知覺圖之相關分析………88
表4-6 高涉入產品群各知覺圖中領導品牌與實驗品牌之距離………88
表4-7 低涉入產品群各品牌在知覺圖上的座標……….89
表4-8 低涉入產品群各知覺圖之相關分析………90
表4-9 低涉入產品群各知覺圖中領導乎牌與實驗品牌之距離………90
表4-10 兩構面偏好圖的壓力係數和R………96
表4-11 高涉入產品群中各組分群結果及重心………97
表4-12 高涉入產品群各偏好圖之相關分析………98
表4-13 高涉入產品群各組廣告品牌至重心之歐幾里得距離………99
衰4-14 低涉入產品群中各組分群結果及重心………104
表4-15 低涉入產品群各偏好圖之相關分析………105
表4-16 低涉入產品群各組廣告品牌至重心之歐幾里得距離………111
表4-17 提供攸關資訊能力構面的主成份分析………112
表4-13 廣告態度的主成份分析………113
表4-19 品牌態度中類推性情感構面的主成份分析………114
表4-20 購買意願的主成份分析………115
表4-21 領導品牌偏好的主成份分析………115
表4-22 準則變數之相關分析………116
表4-23 準則變數和共變數之相關分析………117
表4-24 認識構面(品牌記憶)的列聯表分析………118
表4-25 知道構面(屬性記億)的變異數分析………119
表4-26 各組在廣告認知、廣告態度、品牌態度、購買意願的均數………120
表4-27 廣告認知、廣告態度、品牌態度、購買意願之MANCO結果………121
表4-28 比較強度和產品涉入交互效果下個別變數之ANOVA表………122
表4-29 比較強度和產品涉入程度對廣告可信度的交互影響………122
表4-39 產品涉入之主妓果的個別變數ANOVA表………123
表4-31 本研究在溝通效果方面的研究設計和研究結果之彙總………124
表4-32 廣告溝通層級效果模式的適合度………125
表4-33 本研究各研究假設之驗證結果彙總………129

附錄目次
附錄一 全國性雜誌廣告之內容分析………一
附錄二 預試問卷………十二
附錄三 實驗廣告設計………十八
附錄四 高涉入產品的問卷設計………二十九
附錄五 低涉入產品的問卷設計………三十六		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005551en_US
dc.title (題名) 比較性廣告之定位與溝通效果研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考書目
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