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| Title | 海峽兩岸網路廣告中價值觀之比較研究 |
| 其他題名 | Comparing Values on Web Advertising Between Taiwan and China |
| Creator | 王奕晴;錢玉芬 |
| Key Words | 文化差異;文化價值觀;海峽兩岸;訴求價值觀;網路廣告 appeal;China & Taiwan;cultural difference;culture;value;Web advertising |
| Date | 2005-07 |
| Date Issued | 19-Dec-2016 16:06:55 (UTC+8) |
| Summary | 本研究主旨在以微觀的跨文化觀點，比較兩岸網路廣告中文化價值觀與訴求價值觀之差異。研究樣本取自兩岸最受歡迎入口網站407則網路廣告，由三位過錄員進行內容分析，以FCB模式區分產品類型並過錄廣告的價值意涵，評分者間信度為.70至.74。主要研究發現：（1）中國大陸與台灣網路廣告之產品類型差異大；（2）兩岸之網路廣告的確存在某些文化價值觀與訴求價值觀差異。研究最後提出研究限制、實務建議以及未來研究建議。 The purpose of this paper is to contrast cultural values and appeal values between Taiwan and China with a micro perspective. Collect 407 Web ads from the most popular portal sites of the two countries. Results of the content analysis show that: 1) there are more high involvement/think products in China, and more high involvement/feel and low involvement/feel in Taiwan, and 2) there are some significant of cultural values and appeal values between the two countries. |
| Relation | 廣告學研究, 24,31-55 |
| Type | article |
| dc.creator (作者) | 王奕晴;錢玉芬 | zh_TW |
| dc.date (日期) | 2005-07 | |
| dc.date.accessioned | 19-Dec-2016 16:06:55 (UTC+8) | - |
| dc.date.available | 19-Dec-2016 16:06:55 (UTC+8) | - |
| dc.date.issued (上傳時間) | 19-Dec-2016 16:06:55 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/105094 | - |
| dc.description.abstract (摘要) | 本研究主旨在以微觀的跨文化觀點，比較兩岸網路廣告中文化價值觀與訴求價值觀之差異。研究樣本取自兩岸最受歡迎入口網站407則網路廣告，由三位過錄員進行內容分析，以FCB模式區分產品類型並過錄廣告的價值意涵，評分者間信度為.70至.74。主要研究發現：（1）中國大陸與台灣網路廣告之產品類型差異大；（2）兩岸之網路廣告的確存在某些文化價值觀與訴求價值觀差異。研究最後提出研究限制、實務建議以及未來研究建議。 | |
| dc.description.abstract (摘要) | The purpose of this paper is to contrast cultural values and appeal values between Taiwan and China with a micro perspective. Collect 407 Web ads from the most popular portal sites of the two countries. Results of the content analysis show that: 1) there are more high involvement/think products in China, and more high involvement/feel and low involvement/feel in Taiwan, and 2) there are some significant of cultural values and appeal values between the two countries. | |
| dc.format.extent | 405494 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 24,31-55 | |
| dc.subject (關鍵詞) | 文化差異;文化價值觀;海峽兩岸;訴求價值觀;網路廣告 | |
| dc.subject (關鍵詞) | appeal;China & Taiwan;cultural difference;culture;value;Web advertising | |
| dc.title (題名) | 海峽兩岸網路廣告中價值觀之比較研究 | zh_TW |
| dc.title.alternative (其他題名) | Comparing Values on Web Advertising Between Taiwan and China | |
| dc.type (資料類型) | article |