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題名 廣告訴求、品牌知名度對消費者商品感知價值、品牌偏好、廣告態度及品牌態度之影響
The Effect of Advertising Appeals and Brand Awareness on Consumers` perceived Value, Brand Preference, Advertising Attitude and Brand Attitude作者 胡琰
HUYAN貢獻者 郭貞
胡琰
HUYAN關鍵詞 廣告訴求
品牌知名度
商品感知價值
品牌偏好
廣告態度
品牌態度
Advertising appeals
Brand awareness
Perceived value
Brand preference
Advertising attitude
Brand attitude日期 2022 上傳時間 5-十月-2022 09:05:17 (UTC+8) 摘要 廣告作為一種宣傳商品的有效方式而存在，在商品同質化現象越發明顯的當下，對於擴大宣傳、提升競爭力方面更是發揮了很大作用。一個廣告是否成功，不僅影響到消費者對產品的感知印象，更關係到對品牌的態度。而品牌知名度的提高與廣告投放是密切相關的。進行廣告投放，需要慎重選擇廣告信息。合理的運用廣告策略、品牌戰略，創造較高的品牌價值並與消費者的品牌價值需求相匹配以最大程度的提升消費者的品牌態度、廣告態度是企業贏得市場的重要環節。本研究嘗試從不同廣告訴求方式及品牌知名度出發，分析探討其對消費者商品感知價值、品牌偏好、廣告態度及品牌態度的相關關係，以及不同廣告訴求方式及品牌知名度下對消費者的商品感知價值、品牌偏好、廣告態度及品牌態度是否存在交互作用。本研究採用實驗法，為雙因子實驗設計（不同廣告訴求方式：理性訴求/感性訴求，品牌知名度高低：知名品牌/非知名品牌）。共計招募178位受測者進行實驗。研究結果發現，不同廣告訴求會影響消費者的商品感知的社會價值，且感性訴求對於消費者商品感知的社會價值顯著大於理性訴求；理性訴求方式對消費者的廣告態度顯著大於感性訴求；品牌知名度較高的情況下，消費者的商品感知價值、品牌偏好、廣告態度以及品牌態度要明顯優於品牌知名度較低時的情況；在品牌知名度較高的情況下，相較於使用感謝訴求方式，使用理性訴求方式對於消費者的品牌偏好、廣告態度及品牌態度更優。
Advertising exists as an effective way to promote products, and plays a great role in expanding publicity and enhancing competitiveness at a time when the phenomenon of homogenization of products is becoming more and more obvious. The success of an advertisement not only affects the perception of consumers` impression of the product, but also relates to the attitude towards the brand. The improvement of brand awareness and advertising is closely related. To place advertisements, you need to carefully choose the advertising message. Reasonable use of advertising strategy, brand strategy, to create a higher brand value and match the brand value needs of consumers to maximize the brand attitude of consumers, advertising attitude is an important part of the enterprise to win the market.This study attempts to analyze the relationship between different advertising appeals and brand awareness on consumers` perceived value of goods, brand preference, advertising attitude and brand attitude, and whether there is an interaction between different advertising appeals and brand awareness on consumers` perceived value of goods, brand preference, advertising attitude and brand attitude.In this study, a two-factor experimental design was used (different advertising appeals: rational appeals/emotional appeals, brand awareness: well-known brands/non-known brands). A total of 178 subjects were recruited for the experiment. It was found that different advertising appeals affect consumers` perceived social value of goods, and perceptual appeals are significantly greater than rational appeals; rational appeals are significantly greater than perceptual appeals in terms of consumers` advertising attitudes; brand awareness is higher, consumers` perceived value of goods, brand preference, advertising attitudes and brand attitudes are significantly better than brand awareness.參考文獻 中文部分王家寶、秦朦陽（2011）。品牌知名度與品牌形象對消費者購買意願的影響。企業研究， 1：50~51。王財玉（2013）。消費決策的特質論、情境論及應用。社會工作與管理，13（3），74-79。王懷明、陳毅文（1999）。廣告訴求形式與消費者心理加工機制。心理科學，(05),475-476. doi:10.16719/j.cnki.1671-6981.1999.05.031.白長虹（2001）。西方的顧客價值研究及其實踐啟示，南開商業評論。白長虹、廖偉（2001）。基於顧客感知價值的顧客滿意研究。南開學報，（06）：14-20。吳豔（1997）。廣告受眾個性因素分析。內蒙古財經學院學報。4:8-10。呂怡慧（2007）。廣告代言人的性別與可信度對廣告效果之影響-以男性刮鬍刀為例。國立中央大學企業管理研究所碩士論文，桃園縣。 取自https://hdl.handle.net/11296/w7t7yj李葉（2010）。卷入度、訴求方式對公益廣告效果的影響研究。碩士學位論文,暨南大學。取自https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD2010&filename=2010123814.nh林子錕（2009）。不同廣告訴求方式下產品享樂性和功能性屬性對顧客購買意向的影響研究。碩士學位論文，西南財經大學。林宏達（2000）。裝飾人物性別，受試者性別與產品的性別定位對於性訴求廣告效果之影響。國立成功大學企業管理學系碩士論文，台南市。 取自https://hdl.handle.net/11296/6bdrw9林政億（2006）。保養品廣告訴求對廣告效果影響之研究以性別認知和贈品類型為干擾。輔仁大學織品服裝學系碩士論文，新北市。 取自https://hdl.handle.net/11296/uxhs2s武瑞娟、王承璐（2014）。網店專業性對消費者情感和行為影響效應研究———一項基於大學生群體的實證研究。管理評論，26(1)，109–119。金韓娜（2018）。韓國化妝品品牌個性對中國消費者品牌偏好對影響研究。碩士學位論文，華南理工大學。姚紅（2013）。閃光有理，性感無罪！ 性訴求廣告模特兒性別組合、產品類型對於消費願景與廣告效果之影響。國立政治大學廣告研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/gx9jsb桑玲玲（2020）。消費者傳統文化價值觀對本土品牌偏好的影響研究。碩士學位論文，石河子大學。DOI:10.27332/d.cnki.gshzu.2020.000324。馬洪飛（2008）。消費者品牌偏好的形成及行為經濟學視野的分析。中國流通經濟，（7），60-62。馬新喜（2019）。跨性別品牌延伸對消費者品牌偏好影響研究。碩士學位論文，五邑大學。DOI:10.27376/d.cnki.gwydu.2019.000016.馬謙傑（2000）。論商品向量及其效用。中國流通經濟，（02）：20-23。張嘉玲（2020）。女性顧客生理周期與感知價值對口紅品牌偏好的影響研究。碩士學位論文，西南大學。DOI:10.27684/d.cnki.gxndx.2020.002744.張嘉馨（2005）。女性產品廣告代言人性別、美感類型與產品形象搭配之廣告效果。國立臺灣大學商學研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/b84u7v曹輝（2019）。消費者本土日化用品品牌偏好及購買行為的影響研究。碩士學位論文，雲南財經大學。DOI:10.27455/d.cnki.gycmc.2019.000071.許雅雯（2013）。廣告代言人性別差異、廣告訴求暨產品涉入度對廣告效果的影響。國立政治大學廣告研究所碩士論文，台北市。取自https://hdl.handle.net/11296/ymyv5g郭國慶、周健明、鄧詩鑒（2015）。廣告訴求與購買意願：產品類型、產品涉入的交互作用。中國流通經濟，(11),87-95. doi:10.14089/j.cnki.cn11-3664/f.2015.11.013.陽艷群（2013）。品牌知名度與產品風格對消費者購買決策的影響。企業經濟，12:51-55。楊敏茹（2015）。基於感知價值的消費者網絡消費意願影響因素分析。商業經濟研究，（34）：82-83。劉文（2019）。考慮消費者品牌偏好的產品歧視定價策略研究。碩士學位論文，西南交通大學。DOI:10.27414/d.cnki.gxnju.2019.001732.劉振華（2017）。顧客品牌忠誠度影響因素實證研究—以化妝品行業為例。財會通訊，（29）：44-48。黎光明、王幸君、蔣歡、梁正妍（2015）。廣告訴求方式與品牌偏好匹配效應的實驗研究。心理研究，（06），60-65。蕭至惠、蔡進發、陳玟君（2012）。廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺。行銷評論，9（1），61–90。取自https://doi.org/10.29931/MR.201203.0004蘇渝晴（2011）。廣告代言人知名度、廣告代言人性別、產品性別形象與廣告訴求對產品態度之影響研究。輔仁大學企業管理學系管理學碩士班碩士論文，新北市。 取自https://hdl.handle.net/11296/km2m33鐘凱、張傳慶（2013）。消費者感知價值對網絡購買意願影響研究—以在線口碑為調節變。社會科學輯刊，（03）：125-131。英文部分Aaker, D. 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國立政治大學
傳播學院傳播碩士學位學程
109464065資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464065 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.author (作者) 胡琰 zh_TW dc.contributor.author (作者) HUYAN en_US dc.creator (作者) 胡琰 zh_TW dc.creator (作者) HUYAN en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-十月-2022 09:05:17 (UTC+8) - dc.date.available 5-十月-2022 09:05:17 (UTC+8) - dc.date.issued (上傳時間) 5-十月-2022 09:05:17 (UTC+8) - dc.identifier (其他 識別碼) G0109464065 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142082 - 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) 109464065 zh_TW dc.description.abstract (摘要) 廣告作為一種宣傳商品的有效方式而存在，在商品同質化現象越發明顯的當下，對於擴大宣傳、提升競爭力方面更是發揮了很大作用。一個廣告是否成功，不僅影響到消費者對產品的感知印象，更關係到對品牌的態度。而品牌知名度的提高與廣告投放是密切相關的。進行廣告投放，需要慎重選擇廣告信息。合理的運用廣告策略、品牌戰略，創造較高的品牌價值並與消費者的品牌價值需求相匹配以最大程度的提升消費者的品牌態度、廣告態度是企業贏得市場的重要環節。本研究嘗試從不同廣告訴求方式及品牌知名度出發，分析探討其對消費者商品感知價值、品牌偏好、廣告態度及品牌態度的相關關係，以及不同廣告訴求方式及品牌知名度下對消費者的商品感知價值、品牌偏好、廣告態度及品牌態度是否存在交互作用。本研究採用實驗法，為雙因子實驗設計（不同廣告訴求方式：理性訴求/感性訴求，品牌知名度高低：知名品牌/非知名品牌）。共計招募178位受測者進行實驗。研究結果發現，不同廣告訴求會影響消費者的商品感知的社會價值，且感性訴求對於消費者商品感知的社會價值顯著大於理性訴求；理性訴求方式對消費者的廣告態度顯著大於感性訴求；品牌知名度較高的情況下，消費者的商品感知價值、品牌偏好、廣告態度以及品牌態度要明顯優於品牌知名度較低時的情況；在品牌知名度較高的情況下，相較於使用感謝訴求方式，使用理性訴求方式對於消費者的品牌偏好、廣告態度及品牌態度更優。 zh_TW dc.description.abstract (摘要) Advertising exists as an effective way to promote products, and plays a great role in expanding publicity and enhancing competitiveness at a time when the phenomenon of homogenization of products is becoming more and more obvious. The success of an advertisement not only affects the perception of consumers` impression of the product, but also relates to the attitude towards the brand. The improvement of brand awareness and advertising is closely related. To place advertisements, you need to carefully choose the advertising message. Reasonable use of advertising strategy, brand strategy, to create a higher brand value and match the brand value needs of consumers to maximize the brand attitude of consumers, advertising attitude is an important part of the enterprise to win the market.This study attempts to analyze the relationship between different advertising appeals and brand awareness on consumers` perceived value of goods, brand preference, advertising attitude and brand attitude, and whether there is an interaction between different advertising appeals and brand awareness on consumers` perceived value of goods, brand preference, advertising attitude and brand attitude.In this study, a two-factor experimental design was used (different advertising appeals: rational appeals/emotional appeals, brand awareness: well-known brands/non-known brands). A total of 178 subjects were recruited for the experiment. It was found that different advertising appeals affect consumers` perceived social value of goods, and perceptual appeals are significantly greater than rational appeals; rational appeals are significantly greater than perceptual appeals in terms of consumers` advertising attitudes; brand awareness is higher, consumers` perceived value of goods, brand preference, advertising attitudes and brand attitudes are significantly better than brand awareness. en_US dc.description.tableofcontents 第一章 研究緣起 1第一節 研究背景 1第二節 研究動機 4第三節 研究目的及問題 9第四節 研究流程 10第二章 文獻探討 12第一節 廣告訴求 12第二節 品牌知名度 20第三節 商品感知價值 26第四節 品牌偏好 35第五節 廣告態度 41第六節 品牌態度 45第三章 研究方法 50第一節 研究架構與假設 50第二節 研究方法選擇與實驗設計 54第三節 實驗刺激物設計與操弄檢定 55第四節 研究變項定義與衡量 65第四章 研究結果 70第一節 樣本與描述性統計分析 70第二節 量表信度檢測 76第三節 實驗操弄檢定 78第四節 研究假設檢定 80第五節 假設驗證整理 98第五章 結論 101第一節 研究發現與討論 101第二節 學術貢獻與實務建議 103第三節 研究限制與未來研究建議 106參考文獻 108 zh_TW dc.format.extent 3866643 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464065 en_US dc.subject (關鍵詞) 廣告訴求 zh_TW dc.subject (關鍵詞) 品牌知名度 zh_TW dc.subject (關鍵詞) 商品感知價值 zh_TW dc.subject (關鍵詞) 品牌偏好 zh_TW dc.subject (關鍵詞) 廣告態度 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) Advertising appeals en_US dc.subject (關鍵詞) Brand awareness en_US dc.subject (關鍵詞) Perceived value en_US dc.subject (關鍵詞) Brand preference en_US dc.subject (關鍵詞) Advertising attitude en_US dc.subject (關鍵詞) Brand attitude en_US dc.title (題名) 廣告訴求、品牌知名度對消費者商品感知價值、品牌偏好、廣告態度及品牌態度之影響 zh_TW dc.title (題名) The Effect of Advertising Appeals and Brand Awareness on Consumers` perceived Value, Brand Preference, Advertising Attitude and Brand Attitude en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分王家寶、秦朦陽（2011）。品牌知名度與品牌形象對消費者購買意願的影響。企業研究， 1：50~51。王財玉（2013）。消費決策的特質論、情境論及應用。社會工作與管理，13（3），74-79。王懷明、陳毅文（1999）。廣告訴求形式與消費者心理加工機制。心理科學，(05),475-476. doi:10.16719/j.cnki.1671-6981.1999.05.031.白長虹（2001）。西方的顧客價值研究及其實踐啟示，南開商業評論。白長虹、廖偉（2001）。基於顧客感知價值的顧客滿意研究。南開學報，（06）：14-20。吳豔（1997）。廣告受眾個性因素分析。內蒙古財經學院學報。4:8-10。呂怡慧（2007）。廣告代言人的性別與可信度對廣告效果之影響-以男性刮鬍刀為例。國立中央大學企業管理研究所碩士論文，桃園縣。 取自https://hdl.handle.net/11296/w7t7yj李葉（2010）。卷入度、訴求方式對公益廣告效果的影響研究。碩士學位論文,暨南大學。取自https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD2010&filename=2010123814.nh林子錕（2009）。不同廣告訴求方式下產品享樂性和功能性屬性對顧客購買意向的影響研究。碩士學位論文，西南財經大學。林宏達（2000）。裝飾人物性別，受試者性別與產品的性別定位對於性訴求廣告效果之影響。國立成功大學企業管理學系碩士論文，台南市。 取自https://hdl.handle.net/11296/6bdrw9林政億（2006）。保養品廣告訴求對廣告效果影響之研究以性別認知和贈品類型為干擾。輔仁大學織品服裝學系碩士論文，新北市。 取自https://hdl.handle.net/11296/uxhs2s武瑞娟、王承璐（2014）。網店專業性對消費者情感和行為影響效應研究———一項基於大學生群體的實證研究。管理評論，26(1)，109–119。金韓娜（2018）。韓國化妝品品牌個性對中國消費者品牌偏好對影響研究。碩士學位論文，華南理工大學。姚紅（2013）。閃光有理，性感無罪！ 性訴求廣告模特兒性別組合、產品類型對於消費願景與廣告效果之影響。國立政治大學廣告研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/gx9jsb桑玲玲（2020）。消費者傳統文化價值觀對本土品牌偏好的影響研究。碩士學位論文，石河子大學。DOI:10.27332/d.cnki.gshzu.2020.000324。馬洪飛（2008）。消費者品牌偏好的形成及行為經濟學視野的分析。中國流通經濟，（7），60-62。馬新喜（2019）。跨性別品牌延伸對消費者品牌偏好影響研究。碩士學位論文，五邑大學。DOI:10.27376/d.cnki.gwydu.2019.000016.馬謙傑（2000）。論商品向量及其效用。中國流通經濟，（02）：20-23。張嘉玲（2020）。女性顧客生理周期與感知價值對口紅品牌偏好的影響研究。碩士學位論文，西南大學。DOI:10.27684/d.cnki.gxndx.2020.002744.張嘉馨（2005）。女性產品廣告代言人性別、美感類型與產品形象搭配之廣告效果。國立臺灣大學商學研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/b84u7v曹輝（2019）。消費者本土日化用品品牌偏好及購買行為的影響研究。碩士學位論文，雲南財經大學。DOI:10.27455/d.cnki.gycmc.2019.000071.許雅雯（2013）。廣告代言人性別差異、廣告訴求暨產品涉入度對廣告效果的影響。國立政治大學廣告研究所碩士論文，台北市。取自https://hdl.handle.net/11296/ymyv5g郭國慶、周健明、鄧詩鑒（2015）。廣告訴求與購買意願：產品類型、產品涉入的交互作用。中國流通經濟，(11),87-95. doi:10.14089/j.cnki.cn11-3664/f.2015.11.013.陽艷群（2013）。品牌知名度與產品風格對消費者購買決策的影響。企業經濟，12:51-55。楊敏茹（2015）。基於感知價值的消費者網絡消費意願影響因素分析。商業經濟研究，（34）：82-83。劉文（2019）。考慮消費者品牌偏好的產品歧視定價策略研究。碩士學位論文，西南交通大學。DOI:10.27414/d.cnki.gxnju.2019.001732.劉振華（2017）。顧客品牌忠誠度影響因素實證研究—以化妝品行業為例。財會通訊，（29）：44-48。黎光明、王幸君、蔣歡、梁正妍（2015）。廣告訴求方式與品牌偏好匹配效應的實驗研究。心理研究，（06），60-65。蕭至惠、蔡進發、陳玟君（2012）。廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺。行銷評論，9（1），61–90。取自https://doi.org/10.29931/MR.201203.0004蘇渝晴（2011）。廣告代言人知名度、廣告代言人性別、產品性別形象與廣告訴求對產品態度之影響研究。輔仁大學企業管理學系管理學碩士班碩士論文，新北市。 取自https://hdl.handle.net/11296/km2m33鐘凱、張傳慶（2013）。消費者感知價值對網絡購買意願影響研究—以在線口碑為調節變。社會科學輯刊，（03）：125-131。英文部分Aaker, D. 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