| dc.contributor.advisor | 周文賢 | zh_TW |
| dc.contributor.advisor | Chow, Wayne S. | en_US |
| dc.contributor.author (Authors) | 李吉明 | zh_TW |
| dc.creator (作者) | 李吉明 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:59:32 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:59:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:59:32 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923550571 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29983 | - |
| 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 | zh_TW |
| dc.description (描述) | 92355057 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 大陸與台灣的互動一直是在國際間令人囑目的話題之中，而在經過50年的分治之下，整體的政治、經濟、民俗風情智不同。故本研究要探討大陸與台灣不同的文化之下，在網路廣告當中所呈現出來的廣告訴求及產品的品牌個性呈現的差異。 廣告是否能夠反應當地的文化？若可，則大陸與台灣的廣告呈現將受兩地文化影響，這是本研究主要研究目的，再加上產品類別當調節變數，探討其直接與間接影響廣告訴求與品牌個性的呈現。本研究採用Hofstede(1980)所提出來的四個文化構面對應到Pollay(1983)所提出的42個廣告訴求；並且以Aaker(1997)在日本所做的五大品牌個性構面為主體加以編碼；在廣告訴求方面，則是結合了Simon(1971)的十個訴求與Kotler(1980)的三個訴求，並發展出適合的七個廣告訴求。 本研究總共抽取了台灣與大陸的網路廣告357則，由三位行銷專家進行7種廣告訴求、4類文化構面、五大品牌構面的內容分析後，利用T檢定，檢定兩岸的文化是否有明顯差異，接下來用卡方檢定地區別與產品別對廣告訴求與品牌個性的影響，再以產品類別為調節變數分別對廣告訴求與品牌個性做MANOVA分析，最後在探討廣告訴求呈現的地區別與產品別差異。 結果發現，兩岸在文化方面的權力距離與雄性主義有明顯的差異；廣告訴求則是台灣以感性訴求明顯高於大陸，大陸則是以理性訴求明顯高於台灣，而地區別與產品別對廣告訴求的影響則是部分顯著；品牌個性在兩岸的差異性不大，在產品類別上的差異性較大，其中飲食類與服飾/日用品呈現相似、耐久財與資訊/電子產品的表現較像，而地區別與產品別對於品牌個性的影響則只有少數顯著； 在廣告訴求方面，本研究呼符合Tse, Belk, and Zhou(1989)的研究結果，大陸偏實用主義，台灣偏享樂主義；品牌個性方面，兩岸的表現以「稱職」為最多，次為「刺激」，此呼應Aaker 的研究以此二構面為首的合理性，也說明了產品與人在個性上的差異，應證設計專屬於品牌之個性構面的必要性。 | zh_TW |
| dc.description.tableofcontents | 目次 I 表次 III 圖次 V 第一章 緒論 1 1.1研究背景 1 1.2研究動機 2 1.3研究目的 2 1.4研究範圍 3 1.5章節結構 3 第二章 文獻回顧 5 2.1網路廣告特性與種類 5 2.2文化與廣告的關係 8 2.3品牌個性 11 2.4廣告訴求 16 第三章 研究方法 21 3.1研究架構 21 3.2研究設計 22 3.3抽樣方法 23 3.4編碼方式與準則 24 第四章 統計結果與分析 35 4.1信度分析 35 4.2兩岸文化比較 37 4.3廣告訴求 40 4.4品牌個性 43 4.5地區別與產品類別對品牌個性呈現之效果檢定 64 4.6行銷策略建議 66 第五章 結論與建議 72 5.1研究發現 72 5.2策略意涵 74 5.3研究貢獻 74 5.4研究限制 75 5.5後續研究建議 75 參考文獻 77 一、中文部份 77 二、英文部份 78 三、網站部份 81 附錄 82 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923550571 | en_US |
| dc.subject (關鍵詞) | 廣告訴求 | zh_TW |
| dc.subject (關鍵詞) | 品牌個性 | zh_TW |
| dc.title (題名) | 兩岸廣告訴求及品牌個性比較-以網路廣告為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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