| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.advisor | Chu, Feng-Kang | en_US |
| dc.contributor.author (Authors) | 高國珍 | zh_TW |
| dc.creator (作者) | 高國珍 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 8-Dec-2010 12:32:53 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 12:32:53 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 12:32:53 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0088452005 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49491 | - |
| 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) | 88452005 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 台灣的哈日風潮已不只是流行趨勢，更轉換為消費語言，形成日式廣告的風行，在台灣建立起一個「日本化的文化消費空間」（Japanized cultural consumption space）。從御飯團到速食拉麵，不論是場景、模特兒、語言字幕，都充滿日式風格。筆者回顧廣告效果相關文獻，發現對於日式廣告之效果研究相當有限。因此，本研究試圖分析台灣電視廣告中「日式符碼」的使用現象、其動機及特色，並佐之以理論基礎，探究其廣告效果，並期對此一現象進行解讀，提供創意人員、廣告主作為參考。本研究發現如下，（1）不論是日本或非日本品牌，低涉入度產品能形成較佳購買意願。（2）高涉入商品的消費者決策期較長、單價較高的商品，日本產品精緻的印象已深植人心，雖然在國際分工的現代商業中，品牌來源地和製造地、組裝地已難以分辨，但日本品牌一定的品質水準，仍能信消費者信服，日式廣告主攻氣氛營造，令消費者印象深刻。是故高涉入商品近來亦有應用日式廣告的良好成績。（3）日式廣告能提醒消費者注意產品，但對廣告態度、購買意願，則日式廣告無法全面轉嫁日本品牌的光環至其他環節。（4）在實際應用情形中，在台日商廣告公司，甚至不認為強調來自日本是優勢，而希望出現英文等更國際化的符碼與消費者進行溝通。綜合發現與探討，本研究對廣告代理商及廣告主擬提出建議如下，（1）對廣告代理商 廣告中異國符碼的運用常是營造產品「異國情調」的不二法門，日式廣告的應用，則是意圖把產品連接到日本產品優質印象。又因日式符碼的固定印象，如櫻花、楓業、日語等，使得日式廣告易流於俗套。對廣告代理商而言，外國符碼、日式符碼的使用，是個好工具，但亦須注意整體產品的策略定位，讓產品的tone and manner能保持一定風格，而不只是跟著日式潮流起舞。（2）對廣告主 對廣告主而言，廣告代理商協助廣告主找出產品策略定位，而廣告主仍握有大方向的決策權。從深度訪談中得知，日商在台灣並不一定會堅持日式廣告的策略來強調日系產品，反而希望走更國際化的路線。而日式廣告的目的非常明顯，即要轉嫁日式產品的良好印象至主打產品，所以產品本身更需具有良好品質及競爭力，這才是國內廠商更需著力之處。 | zh_TW |
| dc.description.tableofcontents | 第一章 研究背景與動機 5第一節 研究目的 8第二節 研究概念 9第三節 研究流程 10第二章 文獻探討 11第一節 台灣廣告中的日式風格符碼 12第二節 來源國效應理論 19第三節 涉入（Involvement）相關理論 36第三章 研究方法 55第一節 研究架構 55第二節 研究變數的操作型定義與衡量 56第三節 研究假設 60第四節 抽樣與施測程序 61第四章 研究發現 62第一節 自變數的檢驗 62第二節 信度與效度 64第三節 產品涉入度與日式風格廣告效果階層之關係 66 第四節 日本品牌對日式風格廣告效果階層之關係 68第五節 日本品牌喜愛程度與日式廣告整體效果之關係 70第五章 深度訪談 71第六章 結論與建議 77第一節 實證結果與討論 77第二節 研究限制與後續研究建議 80參考文獻 82附錄 95 圖 目 錄圖1. 研究概念圖 9圖2. 研究流程圖 10圖3. 暈輪效應模型（Halo Effect Model） 30圖4. 彙總效果模型（Summary Effect Model） 31圖5. 影響訊息涉入的因素 41圖6. 涉入度的衡量及建構圖 47圖7. 記憶兩段論流程圖 49圖8. 廣告之銷售效果模式圖 50圖9. 廣告之層次效果模式圖 51圖10. 整合性溝通效果模式 53 表 目 錄表1.國家形像與產品特徵矩陣 22表2.研究產品模式 25表3.暈輪效果與彙總效果總表 31表4.各學者對涉入之定義. 36表5.層級效果模試 52表6.情感的意義和認知階段 54表7.日本產品喜愛度量表 57表8.廣告態度、產品態度、購買意願量表 58表9.研究假設 60表10.產品涉入度檢驗 62表11.非／日本品牌 63表12.Cronbach’s α值係數可信程度對照表 64表13.本研究變項的Cronbach’s α值 64表14.對日本品牌，高低涉入度產品對廣告態度之關係 66表15.對日本品牌，高低涉入度產品對產品態度之關係 66表16.對日本品牌，高低涉入度產品對購買意願之關係 67表17.對非日本品牌，高低涉入度產品對廣告態度之關係 67表18.對非日本品牌，高低涉入度產品對產品態度之關係 67表19.對非日本品牌，高低涉入度產品對購買意願之關係 67表20.對高涉入產品，是否日本品牌對廣告態度之關係 68表21.對高涉入產品，是否日本品牌對產品態度之關係 68表22.對高涉入產品，是否日本品牌對購買意願之關係 69表23.對低涉入產品，是否日本品牌對廣告態度之關係 69表24.對低涉入產品，是否日本品牌對產品態度之關係 69表25.對低涉入產品，是否日本品牌對購買意願之關係 69表26.日本品牌喜愛程度與日式廣告效果之廣告態度的關係 70表27.實證結果 77 | zh_TW |
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| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0088452005 | en_US |
| dc.subject (關鍵詞) | 廣告效果 | zh_TW |
| dc.subject (關鍵詞) | 日式廣告 | zh_TW |
| dc.subject (關鍵詞) | 高涉入 | zh_TW |
| dc.subject (關鍵詞) | 低涉入 | zh_TW |
| dc.subject (關鍵詞) | 消費者態度 | zh_TW |
| dc.title (題名) | 日式符碼廣告效果之研究 –由產品涉入度、品牌來源國、日本產品喜愛程度 | zh_TW |
| dc.title (題名) | A study of the effect of Japan style code advertising | en_US |
| dc.type (資料類型) | thesis | en |
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