| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.author (作者) | 吳裕傑 | zh_TW |
| dc.creator (作者) | 吳裕傑 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 18-九月-2009 19:43:30 (UTC+8) | - |
| dc.date.available | 18-九月-2009 19:43:30 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 19:43:30 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0095452017 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36800 | - |
| 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) | 95452017 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 角色行銷已經成為常見的行銷手法。可愛通常是消費者對於角色人物的必備的要件，而角色人物的運用適合發展相對應的故事情節，此外，角色人物的推薦方式不盡相同，因此本研究試圖探討可愛與否、故事有無與推薦方式對消費者態度之影響。研究結果顯示可愛與否並不會影響到消費者態度，故事有無只有對購買意願產生影響，而主動推薦方式會讓消費者產生較好的廣告可信度、品牌態度與購買意願。所以企業在運用角色人物時應考慮主動的推薦方式，此外，也能在角色造形上加強主動推薦的元素，提升對消費者態度之影響。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論第一節 研究背景------------------------------------------------------------------------ 1第二節 研究動機與目的--------------------------------------------------------------- 2第二章 文獻探討第一節 代言人的理論基礎------------------------------------------------------------ 4第二節 可愛角色代言人----------------------------------------------------------------7第三節 故事的溝通效果---------------------------------------------------------------13第三章 研究假設第一節 角色代言人中造形可愛與否對廣告效果之影響------------------------17第二節 角色代言人中故事有無對於廣告效果之影響---------------------------18第三節 角色代言人廣告中推薦方式對於廣告效果之影響---------------------19第四章 研究方法第一節 研究架構------------------------------------------------------------------------22第二節 研究方法的選擇---------------------------------------------------------------22第三節 實驗設計------------------------------------------------------------------------23第四節 實驗流程------------------------------------------------------------------------36第五節 變項與概念化操作------------------------------------------------------------37第五章第一節 樣本數量與描述性統計------------------------------------------------------40第二節 量表信度檢驗------------------------------------------------------------------42第三節 變項操弄檢定------------------------------------------------------------------43第四節 假設驗證與其他發現---------------------------------------------------------44第五節 小結------------------------------------------------------------------------------57第六章第一節 發現與討論---------------------------------------------------------------------60第二節 實務建議與未來研究---------------------------------------------------------63第三節 研究限制------------------------------------------------------------------------65參考文獻 ---------------------------------------------------------------------------------------66附件一 ------------------------------------------------------------------------------------------71附件二 ------------------------------------------------------------------------------------------75附件三 ------------------------------------------------------------------------------------------79 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095452017 | en_US |
| dc.subject (關鍵詞) | 角色人物 | zh_TW |
| dc.subject (關鍵詞) | 可愛 | zh_TW |
| dc.subject (關鍵詞) | 故事 | zh_TW |
| dc.subject (關鍵詞) | 推薦方式 | zh_TW |
| dc.subject (關鍵詞) | 消費者態度 | zh_TW |
| dc.title (題名) | 廣告中角色人物之 可愛與否，故事有無、與推薦方式 對消費者態度之影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
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