| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 尤紹真 | zh_TW |
| dc.creator (作者) | 尤紹真 | zh_TW |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 8-Dec-2010 13:28:16 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 13:28:16 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 13:28:16 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0943550471 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49544 | - |
| 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) | 94355047 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 本研究以調節理論為基礎，旨在探討消費者之目標導向，與廣告訊息之調節焦點利益間一致與否，影響了消費者對於廣告訊息以及廣告訊息中品牌的偏好程度，是否會受到消費者的個人因素影響，亦即消費者的產品涉入、認知需求以及產品知識的不同，是否會使消費者的目標導向與廣告訊息一致時較不一致時所產生較好的偏好受到影響。本研究採用實驗法，有兩個實驗，皆為多因子受測者間的實驗，而兩個實驗共有八種情況之問卷，2(兩種目標導向)x2(廣告傳遞兩種利益)x2(認知需求—實驗一、產品知識—實驗二)。結果發現消費者目標導向與廣告訊息利益一致時會較不一致時產生較好的偏好，而消費者目標導向與廣告訊息利益一致時比起不一致時較高的偏好，會受到消費者的產品涉入程度、以及個人認知需求以產品知識所調節。亦即高認知需求的消費者，其目標導向與廣告訊息利益一致時較不一致時所產生較好的偏好會顯著低於低認知需求的消費者；在產品涉入的部分，高產品涉入的消費者其目標導向與廣告訊息利益一致時較不一致時所產生較好的品牌態度會顯著低於低產品涉入的消費者；在產品知識的部分，高產品知識的消費者，其目標導向與廣告訊息利益一致時，較不一致時所產生較好的偏好會顯著低於低產品知識的消費者。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機 1第二節 研究目的 2第三節 研究流程 3第二章 文獻探討 5第一節 調節焦點 5第二節 認知需求 14第三節 品牌態度與廣告態度 19第四節 產品知識 27第五節 產品涉入 29第三章 研究方法 32第一節 研究架構 32第二節 研究假設 33第三節 實驗設計 36第四節 研究設計 41第四章 研究結果 47第一節 描述性統計 47第二節 衡量變數之適用性 49第三節 操弄檢驗 51第四節 影響消費者反應之因素 53第五節 假設檢定總表 71第五章 結論與建議 73第一節 研究結論 73第二節 對行銷理論的貢獻 76第三節 對行銷實務之建議 77第四節 研究限制 78第五節 對後續研究之建議 79參考文獻 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/#G0943550471 | en_US |
| dc.subject (關鍵詞) | 調節理論 | zh_TW |
| dc.title (題名) | 調節焦點理論對廣告效果之影響研究—以認知需求、產品知識為調節變數 | zh_TW |
| dc.type (資料類型) | thesis | en |
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