政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/105094

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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/105094

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/105094

Title:	海峽兩岸網路廣告中價值觀之比較研究
Other Titles:	Comparing Values on Web Advertising Between Taiwan and China
Authors:	王奕晴;錢玉芬
Keywords:	文化差異;文化價值觀;海峽兩岸;訴求價值觀;網路廣告 appeal;China & Taiwan;cultural difference;culture;value;Web advertising
Date:	2005-07
Issue Date:	2016-12-19 16:06:55 (UTC+8)
Abstract:	本研究主旨在以微觀的跨文化觀點，比較兩岸網路廣告中文化價值觀與訴求價值觀之差異。研究樣本取自兩岸最受歡迎入口網站407則網路廣告，由三位過錄員進行內容分析，以FCB模式區分產品類型並過錄廣告的價值意涵，評分者間信度為.70至.74。主要研究發現：（1）中國大陸與台灣網路廣告之產品類型差異大；（2）兩岸之網路廣告的確存在某些文化價值觀與訴求價值觀差異。研究最後提出研究限制、實務建議以及未來研究建議。 The purpose of this paper is to contrast cultural values and appeal values between Taiwan and China with a micro perspective. Collect 407 Web ads from the most popular portal sites of the two countries. Results of the content analysis show that: 1) there are more high involvement/think products in China, and more high involvement/feel and low involvement/feel in Taiwan, and 2) there are some significant of cultural values and appeal values between the two countries.
Relation:	廣告學研究, 24,31-55
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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