政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103275

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 50963960 Online Users : 908

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/103275

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103275

Title:	電視廣告、消費者自我與特定品牌偏好傾向之關聯
Other Titles:	Investigating the Brand Preferring Behaviors among the Chinese Youths: An Integrated Model
Authors:	蔡美瑛
Contributors:	國立政治大學廣告學系
Keywords:	自我;品牌;消費者;特定;偏好;傾向;電視廣告
Date:	1994-07
Issue Date:	2016-10-25 15:31:09 (UTC+8)
Abstract:	品牌形象與消費者個人自我形象、個性間的關聯，從一九五○年代開始就是消費者行為研究的要點之一。本研究整合消費社會化學習模式和艾利克森的自我認同形成理論，來探討青少年的特定品牌偏好傾向行為，與青少年自我認同狀態、自我表達消費動機間的關聯。研究結果支持了此整合模式的適宜性。研究發現中，最重要的是，就青少年的品牌偏好傾向來說，不但受到了傳播行為變項，如對電視廣告的注意程度的影響。也受到了心理發展層面的自我認同達成狀態，和自我表達消費動機的影響。自我認同達成的青少年，愈能運用特定品牌形象來表達自我，也愈傾向偏好特定品牌產品。 A questionnaire survey was conducted to investigate the brand preferring behaviors among the Chinese adolescents. Two theoretical approaches-the social learning approach and Erikson`s identity formation model--were adopted and integrated in examining the brand preferring behaviors of the adolescents in Taipei, and the LISREL covariance analysis was used to evaluate the whole model. The result show that exposure to television advertising, peer infuluences, and an identity-achieved ego-identity status of the youngster have contributed significantly to the formation of adolescents` tendencies toward brand preferring behaviors.
Relation:	廣告學研究, 4, 125-155
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML2	507	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...