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題名 廣告人物口音、產品族裔與品牌來源國一致性對廣告效果之影響
The Impact of Accent, Product Ethnicity and Country of Origin of Brand Congruity on Advertising Effectiveness.
作者 莊鈞甯
Chuang, Jyun Ning
貢獻者 張卿卿
Chang, Ching Ching
莊鈞甯
Chuang, Jyun Ning
關鍵詞 廣告人物口音
產品族裔
品牌來源國
一致性
日期 2016
上傳時間 2-Sep-2016 01:33:25 (UTC+8)
摘要 　　在全球化影響尚未普及前，各國傳統上因為擁有特定優勢而或多或少具有一些代表性產品，當特定產品以及特定國家之間的連結歷經長時間發展會形成一種制約，使我們在想到特定產品時自然聯想到特定的國家，例如想到和菓子會聯想到日本，Usunier與Cestre (2007)將這樣的刻板化聯想稱為產品族裔（product ethnicity）。過去研究指出，當品牌的來源國與產品的族裔間產生不一致時，例如來自俄羅斯的紅酒，會使消費者對產品產生負面的評價。
　　本研究根據實務觀察而主張行銷人員可以策略性地運用「廣告人物的外語口音」做為降低消費者不一致感知的工具，以廣告人物的外語口音做為一種觸發，刺激消費者將品牌與特定國家產生聯想，例如本土品牌以帶有日語口音的廣告人物來推廣產品日式綠茶，此一手法可望調節消費者所知覺品牌來源國與產品族裔間的衝突。因此，本研究以「廣告人物口音」、「品牌來源國」、「產品族裔」三個元素切入，探討當廣告人物口音與產品族裔一致，以及當廣告人物口音與品牌來源國一致時的廣告效果。
　　本研究採2（日本品牌／台灣品牌）× 2（產品族裔為日本／產品族裔為台灣）× 2（廣告人物說日語口音國語／廣告人物說標準國語）的三因子實驗設計，結果發現，廣告人物的口音確實對廣告效果產生顯著影響，然而，廣告效果並不受本研究假設「產品族裔與口音間的一致性與否」以及「品牌來源國與口音間的一致性與否」影響。此外，研究結果發現消費者具有內團體偏見（in-group bias），相較於日語口音，消費者明顯偏好本地的口音，且此一結果反映於廣告效果之上，無論品牌或產品來自於哪一國家，以標準國語配音的廣告版本皆有較為優異的廣告表現。
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464028
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103464028
資料類型 thesis
dc.contributor.advisor 張卿卿zh_TW
dc.contributor.advisor Chang, Ching Chingen_US
dc.contributor.author (Authors) 莊鈞甯zh_TW
dc.contributor.author (Authors) Chuang, Jyun Ningen_US
dc.creator (作者) 莊鈞甯zh_TW
dc.creator (作者) Chuang, Jyun Ningen_US
dc.date (日期) 2016en_US
dc.date.accessioned 2-Sep-2016 01:33:25 (UTC+8)-
dc.date.available 2-Sep-2016 01:33:25 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2016 01:33:25 (UTC+8)-
dc.identifier (Other Identifiers) G0103464028en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/101255-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 103464028zh_TW
dc.description.abstract (摘要) 　　在全球化影響尚未普及前，各國傳統上因為擁有特定優勢而或多或少具有一些代表性產品，當特定產品以及特定國家之間的連結歷經長時間發展會形成一種制約，使我們在想到特定產品時自然聯想到特定的國家，例如想到和菓子會聯想到日本，Usunier與Cestre (2007)將這樣的刻板化聯想稱為產品族裔（product ethnicity）。過去研究指出，當品牌的來源國與產品的族裔間產生不一致時，例如來自俄羅斯的紅酒，會使消費者對產品產生負面的評價。
　　本研究根據實務觀察而主張行銷人員可以策略性地運用「廣告人物的外語口音」做為降低消費者不一致感知的工具，以廣告人物的外語口音做為一種觸發，刺激消費者將品牌與特定國家產生聯想，例如本土品牌以帶有日語口音的廣告人物來推廣產品日式綠茶，此一手法可望調節消費者所知覺品牌來源國與產品族裔間的衝突。因此，本研究以「廣告人物口音」、「品牌來源國」、「產品族裔」三個元素切入，探討當廣告人物口音與產品族裔一致，以及當廣告人物口音與品牌來源國一致時的廣告效果。
　　本研究採2（日本品牌／台灣品牌）× 2（產品族裔為日本／產品族裔為台灣）× 2（廣告人物說日語口音國語／廣告人物說標準國語）的三因子實驗設計，結果發現，廣告人物的口音確實對廣告效果產生顯著影響，然而，廣告效果並不受本研究假設「產品族裔與口音間的一致性與否」以及「品牌來源國與口音間的一致性與否」影響。此外，研究結果發現消費者具有內團體偏見（in-group bias），相較於日語口音，消費者明顯偏好本地的口音，且此一結果反映於廣告效果之上，無論品牌或產品來自於哪一國家，以標準國語配音的廣告版本皆有較為優異的廣告表現。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 產品來源國與產品族裔 4
第二節 品牌來源國與品牌來源國感知 10
第三節 口音 15
第四節 一致性理論 19
第三章 研究架構與假設 25
第一節 研究架構 25
第二節 研究假設 26
第四章 研究方法 27
第一節 研究方法選擇 27
第二節 研究設計 27
第三節 實驗內容的選擇與設計 30
第四節 變項的定義與測量 34
第五節 前測 39
第五章 研究結果 57
第一節 樣本數量與描述性統計 57
第二節 量表信度檢測 58
第三節 變項操弄檢定 59
第四節 假設驗證 70
第六章 結論 81
第一節 發現與討論 81
第二節 實務建議 84
第三節 研究限制與未來研究建議 85
參考文獻 89
附件一　前測問卷 99
附件二　正式施測問卷 103		zh_TW
dc.format.extent 1685281 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103464028en_US
dc.subject (關鍵詞) 廣告人物口音zh_TW
dc.subject (關鍵詞) 產品族裔zh_TW
dc.subject (關鍵詞) 品牌來源國zh_TW
dc.subject (關鍵詞) 一致性zh_TW
dc.title (題名) 廣告人物口音、產品族裔與品牌來源國一致性對廣告效果之影響zh_TW
dc.title (題名) The Impact of Accent, Product Ethnicity and Country of Origin of Brand Congruity on Advertising Effectiveness.en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文參考文獻
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