| dc.contributor.advisor | 張郁敏 | zh_TW |
| dc.contributor.advisor | Chang, Yuh Miin | en_US |
| dc.contributor.author (Authors) | 楊春郁 | zh_TW |
| dc.contributor.author (Authors) | Yang, Chun Yu | en_US |
| dc.creator (作者) | 楊春郁 | zh_TW |
| dc.creator (作者) | Yang, Chun Yu | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 14-Oct-2011 13:40:03 (UTC+8) | - |
| dc.date.available | 14-Oct-2011 13:40:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Oct-2011 13:40:03 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0974520021 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51669 | - |
| 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) | 97452002 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 近年來，台灣戲劇演員以其劇中的角色和形象為品牌代言的廣告活動越來越多，包括電視廣告、活動代言等都常見偶像劇或電影演員以劇中形象出現。這種代言方式根據英國HPI市調公司的調查研究與歸納，將之稱為「轉進式（imported）」代言廣告（Pringle, 2004）。 然而，儘管轉進式代言廣告越來越常見於台灣，但對於轉進式代言廣告相關的效果研究卻付之闕如。因此本研究整合名人代言效果與認知心理學、說服研究等相關理論，推導出共分為「記憶」、「認知反應效果」與「品牌態度」三階段的「轉進式代言vs.真實形象代言效果模式」，針對轉進式代言與名人真實形象代言的差異進行探討，並嘗試找出消費者觀看轉進式代言廣告時的資訊處理過程。 本研究採實驗法的方式進行，以「代言類型」（轉進式代言/真實形象代言），以及「對名人真實形象態度」（正面/負面）做為主要影響因子；將「對角色形象態度」設為共變項，以「認知反應向度」為中介變項，「品牌態度」為依變項。設計出一2×2的多因子（factorial design）實驗設計並進行分析。 正式實驗共蒐集358份有效樣本，研究結果顯示，觀看轉進式代言與真實形象代言兩種不同代言類型廣告的消費者，其產生的認知反應類型有顯著差異，並顯示觀看轉進式代言廣告的消費者會產生較多與戲劇和角色相關的想法。消費者對名人真實形象的正面態度會正向地反應在正面認知反應向度上；消費者對名人真實形象的負面態度則沒有顯著反應在負面認知反應向度上。最後，消費者的認知反應向度會正向的反應在品牌態度上，即當消費者產生之想法的態度會正向的反應在品牌態度上；「認知反應向度」在「（對名人真實形象態度）→（品牌態度）」的影響上有部分中介效果存在。 | zh_TW |
| dc.description.tableofcontents | 第壹章 緒論 1 第一節 研究背景 1 第二節 問題陳述與研究目的 3 第貳章 文獻探討 5 第一節 轉進式代言定義 5 第二節 名人代言理論基礎與模式 6 一、來源模式（Source Model） 7 二、平衡理論（Balance Theory） 8 三、小結 10 第三節 轉進式代言效果相關理論 14 一、激發擴散模式（Spreading Activation Model） 14 二、記憶提取線索（Retrieval Cues） 17 三、促發效果（Priming Effect） 18 四、認知反應（Cognitive Response） 19 第四節 轉進式代言vs.真實形象代言效果模式 23 第参章 研究方法 31 第一節 研究架構 31 第二節 研究方法選擇 33 第三節 前測 34 一、第一次前測：產品品類、品牌名稱與代言人的選擇 34 二、第二次前測： 主實驗刺激物設計 41 第四節 正式實驗 49 一、實驗設計與刺激操弄 49 二、實驗進行流程 50 三、正式問卷設計 51 第肆章 研究結果與分析 55 第一節 樣本輪廓 55 第二節 信度檢測 59 第三節 操弄檢定 62 第四節 假設驗證 66 第伍章 結論與建議 75 第一節 研究發現 75 第二節 研究貢獻與檢討 81 第三節 研究限制與建議 85 參考文獻 86 附錄一：第一次前測問卷 92 附錄二：第二次前測問卷 97 附錄三：正式實驗問卷(真實形象/轉進式代言版本) 100 附錄四：正式實驗問卷(無代言人版本) 104 附錄五：正式實驗廣告(真實形象代言版本) 107 附錄六：正式實驗廣告(轉進式代言版本) 110 附錄七：正式實驗廣告(無代言人版本) ……………………………………………...113 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0974520021 | en_US |
| dc.subject (關鍵詞) | 代言人 | zh_TW |
| dc.subject (關鍵詞) | 廣告效果 | zh_TW |
| dc.subject (關鍵詞) | 品牌 | zh_TW |
| dc.subject (關鍵詞) | 轉進式代言 | zh_TW |
| dc.subject (關鍵詞) | 認知反應 | zh_TW |
| dc.title (題名) | 轉進式代言廣告效果初探 | zh_TW |
| dc.title (題名) | Exploration of the imported advertising effects | en_US |
| dc.type (資料類型) | thesis | en |
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