| dc.creator (作者) | 黃聖哲 | zh_TW |
| dc.date (日期) | 2006-07 | |
| dc.date.accessioned | 14-Dec-2016 11:58:28 (UTC+8) | - |
| dc.date.available | 14-Dec-2016 11:58:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Dec-2016 11:58:28 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/104837 | - |
| dc.description.abstract (摘要) | 關於廣告手法的效果研究，長期以來一直是行銷傳播領域相當受到關注的焦點，其中「比較式廣告」就是為許多廣告主所採用，也引起許多學者討論的廣告手法之一。過往對於比較式手法的研究結果指出，比較式手法對廣告認知有正面的效果，但也有部分研究認為比較式手法會對廣告態度產生負面的影響。儘管過去許多學者指出這樣的差異，卻沒有對此負面效果的心理機制提出說明。本研究就是企圖探討比較式手法引起的負面效果之形成原因，試圖找出閱聽人在面對比較式手法時，影響其廣告態度的內在處理機制。研究結果指出，比較式廣告手法藉由引起閱聽人對廣告操弄意圖推論程度的升高，而導致閱聽人對廣告態度產生負面的效果，尤其是認知面向的廣告信賴態度。 | |
| dc.description.abstract (摘要) | Although it has been documented that comparative tactic has a negative impact on attitude toward ads, no such process has been explored. This study is employing a mediate model to test how comparative ads inducing a negative attitude toward the ad. Utilizing the perspective of persuasion knowledge model, finding indicates that the comparative tactic causes a negative attitude toward the ad through eliciting consumer`s inference of manipulation intent. Our results also show that the negative effect only in ad credibility, but not in ad liking. | |
| dc.format.extent | 1028246 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 26, 61-82 | |
| dc.subject (關鍵詞) | 中介效果;手法;比較式廣告;廣告態度;操弄意圖推論 | |
| dc.subject (關鍵詞) | attitude;comparative advertising;inference;manipulation;tactic | |
| dc.title (題名) | 比較式手法引起的廣告態度之中介效果模式探討 | zh_TW |
| dc.title.alternative (其他題名) | The Effects of Comparative Tactics on Attitude toward the Ads: The Mediate Role of Manipulation Intent Inference | |
| dc.type (資料類型) | article | |
