1. NCCU Academic Hub
  2. Publications
  3. College of Communication
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 女性私密處保養品廣告中框架與代言人一致性對廣告態度、品牌態度、購買意圖之影響
The influence towards ad attitude, brand attitude and purchase intention -- from the perspective of the consistency between framing and endorser in female hygiene product ad
作者 李明芬
Li, Ming Fen
貢獻者 張卿卿
Chang, Ching Ching
李明芬
Li, Ming Fen
關鍵詞 框架理論
代言人
一致性
女性私密處保養品
日期 2015
上傳時間 1-Oct-2015 14:09:29 (UTC+8)
摘要 隨著保養的觀念越來越興盛，女性私密處保養品也趁勢而起，向消費者推廣私密處保養的重要性，而在眾多的女性私密處保養品品牌中，不同的品牌存在不同的框架手法與不同的代言人選擇。對於廣告主來說，使用哪一種角度做切入的廣告會較符合台灣女性消費者的偏好，是本研究的研究重點。
     
     本研究從廣告的「框架」與「代言人」角度做切入，探討不同的廣告框架類型、代言人類型以及兩者之間的一致性是否會對廣告態度、品牌態度及購買意圖產生影響；其中，不可忽視的是女性私密處保養品本身的產品特殊性，由於台灣隸屬於華人社會，女性對於性較為保守，故探討此產品時，台灣女性對於性的態度將是影響框架類型與代言人類型效果的重要因素。
     
     本研究以實驗法進行，所得結果如下：
     一、比起使用性感框架，健康框架能使消費者對於女性私密處保養品的廣告態度與購買意圖產生較佳的效果，但對於品牌態度則無顯著影響。
     二、不同類型的代言人，並不會顯著影響消費者對於女性私密處保養品的廣告態度、品牌態度與購買意圖。
     三、廣告框架類型與代言人類型達到一致性與否，並不會顯著影響消費者對於女性私密處保養品的廣告態度、品牌態度與購買意圖。
參考文獻 一、中文書目
     臧國仁（1998）。〈新聞報導與真實建構: 新聞框架理論的觀點〉，《傳播研究集刊》，（3），1-102。
     張卿卿（2002）。〈競選新聞框架與廣告訴求對選民政治效能與信賴感的影響〉，《新聞學研究》，(70)，135-165。
     阮芳賦（2010）。《性與社會文化：性學和社會中的性愛》，臺北：巨流。
     應鳳（2014）。《男女性刺激偏好之內隱與外顯態度研究》，樹德科技大學人類性學研究所學位論文。
     顏乃欣、廖瑞銘、楊建銘、黃淑麗、蔡介立（2013）。〈台灣地區華人情緒與相關心理生理資料庫—台灣情緒圖片系統〉，Chinese Journal of Psychology，55(4)，477-492。
     
     二、英文書目
     Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209–234.
     Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57–61.
     Brunel, F. F., & Nelson, M. R. (2000). Explaining gendered responses to “help-self” and “help-others” charity ad appeals: The mediating role of world-views. Journal of Advertising, 29(3), 15-28.
     Chang, C. (2005). The moderating influence of ad framing for ad–self‐congruency effects. Psychology & Marketing, 22(12), 955-968.
     Chang, C. (2014). Guilt regulation: The relative effects of altruistic versus egoistic appeals for charity advertising. Journal of advertising, 43(3), 211-227.
     Chang, C. (2014). When New Commercials Do Not Meet Expectations. Journal of advertising, 43(4), 359-370.
     Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29, 639–650.
     Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of communication, 43(4), 51-58.
     Entman, R. M., & Rojecki, A. (1993). Freezing out the public: Elite and media framing of the US anti‐nuclear movement. Political Communication,10(2), 155-173.
     Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
     Gamson, W. A. (1992). Talking politics. New York: Cambridge University Press.
     Garretson, and Niedrich(2004). Creating Character Trust and Positive Brand Attitudes. Journal of advertising, 33(2), 25-37
     Garrison, W. A., & Modigliani, A. (1994). The changing culture of affirmative action. Equal employment opportunity: labor market discrimination and public policy, 373.
     Gitlin, T. (1980). The whole world is watching: Mass media in the making & unmaking of the new left. Univ of California Press.
     Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard University Press.
     Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586.
     Levin, I. P. (1987). Associative effects of information framing. Bulletin of the Psychonomic Society, 25(2), 85-86.
     Lin, C. L. (2008). Sexual issues: The analysis of female role portrayal preferences in Taiwanese print ads. Journal of business ethics, 83(3), 409-418.
     Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing research, 361-367.
     Martin, B., & Marshall, R. (1999). The interaction of message framing and felt involvement in the context of cell phone commercials. European Journal of Marketing, 33(1/2), 206-218.
     Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of personality and social psychology, 52(3), 500.
     McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (December), 310-321.
     Nelson, M. R., Brunel, F. F., Supphellen, M., & Manchanda, R. V. (2006). Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures. Journal of Consumer Psychology, 16(1), 45-56.
     Rothman, A. J., Martino, S. C., Bedell, B. T., Detweiler, J. B., & Salovey, P. (1999). The systematic influence of gain-and loss-framed messages on interest in and use of different types of health behavior. Personality and Social Psychology Bulletin, 25(11), 1355-1369.
     Schuck, A. R., & De Vreese, C. H. (2006). Between Risk and Opportunity News Framing and its Effects on Public Support for EU Enlargement. European Journal of Communication, 21(1), 5-32.
     Smith, G.E.(1996).Framing in advertising and the moderating impact of consumer education. Journal of Advertising Research, 36, 49-64.
     Tankard, J. W. (1991). Media frames: Approaches to conceptualization and measurement. Paper presented at annual meeting of AEJMC, Boston.
     Tingchi Liu, M., Huang, Y. Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358-365.
     Tuchman, G. (1978). Making news (Vol. 147). New York: Free Press.
     Wade, T. J. (2000). Evolutionary Theory and Self‐perception: Sex Differences in Body Esteem Predictors of Self‐perceived Physical and Sexual Attractiveness and Self‐Esteem. International Journal of Psychology, 35(1), 36-45.
     Zhang, Yong(1996). Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising, 25(1), 15-32.
     
     三、網路資料
     Pollster波仕特線上市調網（2012）。〈近六成三民眾認為 女性私密處需要專門的保養品〉。上網日期：2014年10月15日，取自http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1901
     創市際市場研究顧問（2011）。〈女性私密保養品篇〉。上網日期：2015年4月19日，取自http://www.insightxplorer.com/specialtopic/2011_05_27.htm
     健康醫療網（2014）。〈台灣氣候潮濕 女性私密處易感染〉。上網日期：2014年12月12，取自http://www.businesstoday.com.tw/article-content-97419-112723?page=1
     蘋果日報（2015）。〈兩性皆愛 網購私密保養品倍增〉。上網日期：2015年8月18日，取自http://www.appledaily.com.tw/appledaily/article/supplement/20150626/36629844/
描述 碩士
國立政治大學
廣告研究所
102452012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102452012
資料類型 thesis
dc.contributor.advisor 張卿卿zh_TW
dc.contributor.advisor Chang, Ching Chingen_US
dc.contributor.author (Authors) 李明芬zh_TW
dc.contributor.author (Authors) Li, Ming Fenen_US
dc.creator (作者) 李明芬zh_TW
dc.creator (作者) Li, Ming Fenen_US
dc.date (日期) 2015en_US
dc.date.accessioned 1-Oct-2015 14:09:29 (UTC+8)-
dc.date.available 1-Oct-2015 14:09:29 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2015 14:09:29 (UTC+8)-
dc.identifier (Other Identifiers) G0102452012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78711-
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) 102452012zh_TW
dc.description.abstract (摘要) 隨著保養的觀念越來越興盛，女性私密處保養品也趁勢而起，向消費者推廣私密處保養的重要性，而在眾多的女性私密處保養品品牌中，不同的品牌存在不同的框架手法與不同的代言人選擇。對於廣告主來說，使用哪一種角度做切入的廣告會較符合台灣女性消費者的偏好，是本研究的研究重點。
     
     本研究從廣告的「框架」與「代言人」角度做切入，探討不同的廣告框架類型、代言人類型以及兩者之間的一致性是否會對廣告態度、品牌態度及購買意圖產生影響；其中，不可忽視的是女性私密處保養品本身的產品特殊性，由於台灣隸屬於華人社會，女性對於性較為保守，故探討此產品時，台灣女性對於性的態度將是影響框架類型與代言人類型效果的重要因素。
     
     本研究以實驗法進行，所得結果如下：
     一、比起使用性感框架，健康框架能使消費者對於女性私密處保養品的廣告態度與購買意圖產生較佳的效果，但對於品牌態度則無顯著影響。
     二、不同類型的代言人，並不會顯著影響消費者對於女性私密處保養品的廣告態度、品牌態度與購買意圖。
     三、廣告框架類型與代言人類型達到一致性與否，並不會顯著影響消費者對於女性私密處保養品的廣告態度、品牌態度與購買意圖。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 2
     第二章 文獻探討 4
     第一節 女性私密處保養品 4
     第二節 框架理論 5
     第三節 台灣女性與性 11
     第四節 名人代言 13
     第五節 一致性理論 16
     第三章 研究方法 18
     第一節 研究架構 18
     第二節 研究假設 19
     第三節 實驗設計 21
     第四節 研究變數之操作型定義與測量 22
     第五節 前測 25
     第六節 正式施測流程 40
     第四章 研究分析與結果 41
     第一節 實驗受試者 41
     第二節 量表信度分析 42
     第三節 操弄檢定 44
     第四節 假設檢定 47
     第五章 結論 57
     第一節 發現與討論 57
     第二節 學術與實務貢獻 59
     第三節 研究限制與未來研究建議 60
     參考文獻 62
     附錄 67
     附錄一、前測問卷 67
     附錄二、正式實驗問卷 72		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102452012en_US
dc.subject (關鍵詞) 框架理論zh_TW
dc.subject (關鍵詞) 代言人zh_TW
dc.subject (關鍵詞) 一致性zh_TW
dc.subject (關鍵詞) 女性私密處保養品zh_TW
dc.title (題名) 女性私密處保養品廣告中框架與代言人一致性對廣告態度、品牌態度、購買意圖之影響zh_TW
dc.title (題名) The influence towards ad attitude, brand attitude and purchase intention -- from the perspective of the consistency between framing and endorser in female hygiene product aden_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文書目
     臧國仁（1998）。〈新聞報導與真實建構: 新聞框架理論的觀點〉，《傳播研究集刊》，（3），1-102。
     張卿卿（2002）。〈競選新聞框架與廣告訴求對選民政治效能與信賴感的影響〉，《新聞學研究》，(70)，135-165。
     阮芳賦（2010）。《性與社會文化：性學和社會中的性愛》，臺北：巨流。
     應鳳（2014）。《男女性刺激偏好之內隱與外顯態度研究》，樹德科技大學人類性學研究所學位論文。
     顏乃欣、廖瑞銘、楊建銘、黃淑麗、蔡介立（2013）。〈台灣地區華人情緒與相關心理生理資料庫—台灣情緒圖片系統〉，Chinese Journal of Psychology，55(4)，477-492。
     
     二、英文書目
     Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27, 209–234.
     Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57–61.
     Brunel, F. F., & Nelson, M. R. (2000). Explaining gendered responses to “help-self” and “help-others” charity ad appeals: The mediating role of world-views. Journal of Advertising, 29(3), 15-28.
     Chang, C. (2005). The moderating influence of ad framing for ad–self‐congruency effects. Psychology & Marketing, 22(12), 955-968.
     Chang, C. (2014). Guilt regulation: The relative effects of altruistic versus egoistic appeals for charity advertising. Journal of advertising, 43(3), 211-227.
     Chang, C. (2014). When New Commercials Do Not Meet Expectations. Journal of advertising, 43(4), 359-370.
     Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29, 639–650.
     Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of communication, 43(4), 51-58.
     Entman, R. M., & Rojecki, A. (1993). Freezing out the public: Elite and media framing of the US anti‐nuclear movement. Political Communication,10(2), 155-173.
     Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
     Gamson, W. A. (1992). Talking politics. New York: Cambridge University Press.
     Garretson, and Niedrich(2004). Creating Character Trust and Positive Brand Attitudes. Journal of advertising, 33(2), 25-37
     Garrison, W. A., & Modigliani, A. (1994). The changing culture of affirmative action. Equal employment opportunity: labor market discrimination and public policy, 373.
     Gitlin, T. (1980). The whole world is watching: Mass media in the making & unmaking of the new left. Univ of California Press.
     Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard University Press.
     Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586.
     Levin, I. P. (1987). Associative effects of information framing. Bulletin of the Psychonomic Society, 25(2), 85-86.
     Lin, C. L. (2008). Sexual issues: The analysis of female role portrayal preferences in Taiwanese print ads. Journal of business ethics, 83(3), 409-418.
     Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing research, 361-367.
     Martin, B., & Marshall, R. (1999). The interaction of message framing and felt involvement in the context of cell phone commercials. European Journal of Marketing, 33(1/2), 206-218.
     Meyerowitz, B. E., & Chaiken, S. (1987). The effect of message framing on breast self-examination attitudes, intentions, and behavior. Journal of personality and social psychology, 52(3), 500.
     McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (December), 310-321.
     Nelson, M. R., Brunel, F. F., Supphellen, M., & Manchanda, R. V. (2006). Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures. Journal of Consumer Psychology, 16(1), 45-56.
     Rothman, A. J., Martino, S. C., Bedell, B. T., Detweiler, J. B., & Salovey, P. (1999). The systematic influence of gain-and loss-framed messages on interest in and use of different types of health behavior. Personality and Social Psychology Bulletin, 25(11), 1355-1369.
     Schuck, A. R., & De Vreese, C. H. (2006). Between Risk and Opportunity News Framing and its Effects on Public Support for EU Enlargement. European Journal of Communication, 21(1), 5-32.
     Smith, G.E.(1996).Framing in advertising and the moderating impact of consumer education. Journal of Advertising Research, 36, 49-64.
     Tankard, J. W. (1991). Media frames: Approaches to conceptualization and measurement. Paper presented at annual meeting of AEJMC, Boston.
     Tingchi Liu, M., Huang, Y. Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358-365.
     Tuchman, G. (1978). Making news (Vol. 147). New York: Free Press.
     Wade, T. J. (2000). Evolutionary Theory and Self‐perception: Sex Differences in Body Esteem Predictors of Self‐perceived Physical and Sexual Attractiveness and Self‐Esteem. International Journal of Psychology, 35(1), 36-45.
     Zhang, Yong(1996). Responses to Humorous Advertising: The Moderating Effect of Need for Cognition. Journal of Advertising, 25(1), 15-32.
     
     三、網路資料
     Pollster波仕特線上市調網（2012）。〈近六成三民眾認為 女性私密處需要專門的保養品〉。上網日期：2014年10月15日，取自http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1901
     創市際市場研究顧問（2011）。〈女性私密保養品篇〉。上網日期：2015年4月19日，取自http://www.insightxplorer.com/specialtopic/2011_05_27.htm
     健康醫療網（2014）。〈台灣氣候潮濕 女性私密處易感染〉。上網日期：2014年12月12，取自http://www.businesstoday.com.tw/article-content-97419-112723?page=1
     蘋果日報（2015）。〈兩性皆愛 網購私密保養品倍增〉。上網日期：2015年8月18日，取自http://www.appledaily.com.tw/appledaily/article/supplement/20150626/36629844/		zh_TW