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題名 網頁廣告視覺設計、廣告態度與購買意願關係之研究－以社群評價為調節因子
The Impact of Web Advertising Visual Design and Advertising Attitude on Purchase Intention：Social Media Ratings as Moderator作者 林子揚
Lin, Tzu-Yang貢獻者 李易諭
Li, Yi-Yu
林子揚
Lin, Tzu-Yang關鍵詞 廣告
視覺設計
網頁廣告視覺設計
廣告態度
社群評價
調節效果
中介效果
產品需求
購買意願日期 2019 上傳時間 7-八月-2019 17:10:03 (UTC+8) 摘要 當消費者面對廣告中不同的呈現方式會對廣告有著不同的態度，對產品也會產生不同的評價，本研究將以網頁廣告視覺設計作為廣告中主要的重點來去探討，本論文擬以社群評價為調節因子、廣告態度為中介因子，透過實驗設計法來檢驗此主張，主要擬探討網頁廣告視覺設計與購買意願關係是否受其中介效果影響。本研究推論顯示1.網頁廣告視覺設計會正向的影響廣告態度。2.廣告態度會正向的影響消費者購買意願。3.網頁廣告視覺設計會正向的影響消費者購買意願。4.社群評價在網頁廣告視覺設計及廣告態度之間存在調節效果。5.社群評價在廣告態度及購買意願之間存在調節效果。6.廣告態度在網頁廣告視覺設計及購買意願之間存在中介效果。由此推論社群評價在視覺設計上對消費者廣告態度的關係中有著調節效果、在廣告態度與購買意願中亦有著調節作用；同時視覺設計可以增加消費者對廣告的好感度，進而提升了消費者對產品的需求，對消費者的購買意願帶來正向的影響。 參考文獻 王永銘，2010年。國小學童金錢態度, 消費行為與電視廣告態度之相關研究, 國立屏東師範學院國民教育研究所碩士論文。李國智、蔡銘箴，2009年。資訊分享社群網站之建置與經營,國立交通大學管理學院碩士在職專班資訊管理組碩士論文。朱國明，2008年。從網路的資訊豐富環境與訊息框架觀點探討網路購物行爲之研究. 管理研究學報, (8), 81-105。朱慶華、杜佳，2007年。搜索引擎評價指標體系的建立與應用. 情報學報 , 26 (5), 684-690。江宜庭，2017年。探討O2O電子商務中影響消費者滿意度與忠誠度之因素，碩士論文，國立臺北科技大學經營管理系碩士班碩士論文。陳香梅，2010年。台灣危害性化學品運作廠之安全脆弱性分析, 國立雲林科技大學環境與安全衛生工程系碩士班碩士論文。吳統雄，1984年。電話調查: 理論與方法. 聯經出版事業公司。邱皓政，2006年。量化研究與統計分析. 五南圖書出版股份有限公司。黃瓊慧，2016年。訊息框架效應對購買意願的影響-以產品類型作為調節因子. 成功大學企業管理學系學位論文, 1-54。梁美芳，2017年。代言人可信性、名人與品牌一致性對購買意圖之影響：廣告態度與品牌態度之中介效果. 東海大學企業管理學系碩士論文。傅渝婷、李永銘，2013年。社群評鑑機制之求職推薦應用,國立交通大學資訊管理研究所碩士論文。豐明高，2005年。廣告視覺傳達與創意表現. 包裝工程 , 26 (2), 135-137。Aaker, D. 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國立政治大學
企業管理研究所(MBA學位學程)
105363103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363103 資料類型 thesis dc.contributor.advisor 李易諭 zh_TW dc.contributor.advisor Li, Yi-Yu en_US dc.contributor.author (作者) 林子揚 zh_TW dc.contributor.author (作者) Lin, Tzu-Yang en_US dc.creator (作者) 林子揚 zh_TW dc.creator (作者) Lin, Tzu-Yang en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-八月-2019 17:10:03 (UTC+8) - dc.date.available 7-八月-2019 17:10:03 (UTC+8) - dc.date.issued (上傳時間) 7-八月-2019 17:10:03 (UTC+8) - dc.identifier (其他 識別碼) G0105363103 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125049 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 105363103 zh_TW dc.description.abstract (摘要) 當消費者面對廣告中不同的呈現方式會對廣告有著不同的態度，對產品也會產生不同的評價，本研究將以網頁廣告視覺設計作為廣告中主要的重點來去探討，本論文擬以社群評價為調節因子、廣告態度為中介因子，透過實驗設計法來檢驗此主張，主要擬探討網頁廣告視覺設計與購買意願關係是否受其中介效果影響。本研究推論顯示1.網頁廣告視覺設計會正向的影響廣告態度。2.廣告態度會正向的影響消費者購買意願。3.網頁廣告視覺設計會正向的影響消費者購買意願。4.社群評價在網頁廣告視覺設計及廣告態度之間存在調節效果。5.社群評價在廣告態度及購買意願之間存在調節效果。6.廣告態度在網頁廣告視覺設計及購買意願之間存在中介效果。由此推論社群評價在視覺設計上對消費者廣告態度的關係中有著調節效果、在廣告態度與購買意願中亦有著調節作用；同時視覺設計可以增加消費者對廣告的好感度，進而提升了消費者對產品的需求，對消費者的購買意願帶來正向的影響。 zh_TW dc.description.tableofcontents 中文摘要 1誌謝 2目錄 3圖目錄 5表目錄 6第壹章 緒論 8第一節 研究背景與動機 8第二節 研究目的 10第三節 研究流程 11第貳章 文獻探討 13第一節 社群評價 13第二節 網頁廣告視覺設計 17第三節 廣告態度 18第四節 購買意願 25第五節 價值 27第參章 研究方法 28第一節 研究架構與假設 28第二節 研究變數之操作性定義 31第三節 研究設計 32第肆章 資料分析 48第一節 敘述統計分析 48第二節 Pearson相關分析 52第三節 信度分析檢定 56第四節 效度分析 59第五節 因素分析 60第六節 SEM模型分析 63第伍章 結論與建議 67第一節 結論 67第二節 研究建議 70第三節 研究限制 71參考文獻 73中文文獻 73英文文獻 74附錄一、 正式問卷 81 zh_TW dc.format.extent 1626009 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363103 en_US dc.subject (關鍵詞) 廣告 zh_TW dc.subject (關鍵詞) 視覺設計 zh_TW dc.subject (關鍵詞) 網頁廣告視覺設計 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 社群評價 zh_TW dc.subject (關鍵詞) 調節效果 zh_TW dc.subject (關鍵詞) 中介效果 zh_TW dc.subject (關鍵詞) 產品需求 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.title (題名) 網頁廣告視覺設計、廣告態度與購買意願關係之研究－以社群評價為調節因子 zh_TW dc.title (題名) The Impact of Web Advertising Visual Design and Advertising Attitude on Purchase Intention：Social Media Ratings as Moderator en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王永銘，2010年。國小學童金錢態度, 消費行為與電視廣告態度之相關研究, 國立屏東師範學院國民教育研究所碩士論文。李國智、蔡銘箴，2009年。資訊分享社群網站之建置與經營,國立交通大學管理學院碩士在職專班資訊管理組碩士論文。朱國明，2008年。從網路的資訊豐富環境與訊息框架觀點探討網路購物行爲之研究. 管理研究學報, (8), 81-105。朱慶華、杜佳，2007年。搜索引擎評價指標體系的建立與應用. 情報學報 , 26 (5), 684-690。江宜庭，2017年。探討O2O電子商務中影響消費者滿意度與忠誠度之因素，碩士論文，國立臺北科技大學經營管理系碩士班碩士論文。陳香梅，2010年。台灣危害性化學品運作廠之安全脆弱性分析, 國立雲林科技大學環境與安全衛生工程系碩士班碩士論文。吳統雄，1984年。電話調查: 理論與方法. 聯經出版事業公司。邱皓政，2006年。量化研究與統計分析. 五南圖書出版股份有限公司。黃瓊慧，2016年。訊息框架效應對購買意願的影響-以產品類型作為調節因子. 成功大學企業管理學系學位論文, 1-54。梁美芳，2017年。代言人可信性、名人與品牌一致性對購買意圖之影響：廣告態度與品牌態度之中介效果. 東海大學企業管理學系碩士論文。傅渝婷、李永銘，2013年。社群評鑑機制之求職推薦應用,國立交通大學資訊管理研究所碩士論文。豐明高，2005年。廣告視覺傳達與創意表現. 包裝工程 , 26 (2), 135-137。Aaker, D. 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