| dc.contributor.advisor | 鄭自隆 | zh_TW |
| dc.contributor.author (Authors) | 謝慧燕 | zh_TW |
| dc.creator (作者) | 謝慧燕 | zh_TW |
| dc.date (日期) | 2000 | en_US |
| dc.date.accessioned | 18-Sep-2009 18:44:05 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 18:44:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 18:44:05 (UTC+8) | - |
| dc.identifier (Other Identifiers) | A2002001133 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36507 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 89 | zh_TW |
| dc.description.abstract (摘要) | 所謂電子郵件廣告即是以電子郵件為傳遞工具，將廣告訊息以數位型式主動傳輸至收件者信箱中，由於電子郵件廣告可針對獨特的個人，依據特定個體之需求及特質以為區隔變數，進一步達成一對一行銷的遠景，因此，雖然垃圾郵件的問題仍為人所詬病，電子郵件廣告在作為行銷工具的強大功能上仍備受注目。 為了瞭解目前台灣電子郵件廣告訊息結構的概況，本研究採用內容分析法，針對電子郵件廣告，分析其廣告訊息結構之表現，並試圖探究不同的郵件廣告型式、郵件內容類型及不同的產品類別，與廣告訊息結構（廣告目的、廣告資訊量、廣告訴求方式、標題型式、廣告表現方式及擺設位置）之關聯。 研究結果發現，不同的郵件廣告型式在廣告目的數、訊息量、廣告訴求、文案字數、廣告動態效果及鏈結個數上有顯著差異。而不同郵件內容類型在廣告目的數、訊息量、文案字數、廣告效果及鏈結個數上有顯著差異。在不同產品類別對廣告訊息的影響上則發現，不同產品類別在廣告目的數、訊息量、文案字數及鏈結總數上有顯著差異。 從本研究結果中可歸納以下5點結論： 1.目前台灣電子郵件廣告仍以刊登在電子報中為主流。 2.而在各類郵件廣告型式中，以「電子傳單」由於有充裕的版面運用，因此可傳傂較豐富的訊息。 3.目前台灣電子郵件廣告仍以靜態呈現居多，而多媒體效果部份，如音樂音效及動畫的呈現仍相當少見。 4.廣告主仍以傳統收視率觀點選擇刊登之電子報別，而並未依電子報屬性區隔受眾。 5.本研究發現理性類商品廣告訴求以理性為多，感性類商品則以感性訴求為主；而在涉入度部份，涉入度高之商品，其廣告中所包含的資訊量亦較高。 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#A2002001133 | en_US |
| dc.subject (關鍵詞) | 電子郵件 | zh_TW |
| dc.subject (關鍵詞) | 網路廣告 | zh_TW |
| dc.subject (關鍵詞) | E-MAIL | en_US |
| dc.title (題名) | 電子郵件廣告訊息之內容分析研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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