English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51575901      Online Users : 867
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/30826


    Title: 廣告體驗訴求對第三代行動通訊採用意願之影響
    Authors: 黃瀅潔
    Contributors: 張愛華
    黃瀅潔
    Keywords: 體驗行銷
    廣告訴求
    科技接受模型
    第三代行動通訊
    消費價值
    Date: 2006
    Issue Date: 2009-09-14
    Abstract: 體驗行銷近年來在實務界引起相當程度地討論,多數的行銷活動與廣告,均有某種程度地使用體驗行銷作為溝通,廠商已認知必須抓住消費者的經驗感受與情感,才能創造出觸動人心的品牌,也才能獲取消費者喜好。
      有鑒於目前國內外學術研究,少去探討科技產品與體驗行銷之關聯,本研究特別以第三代行動通訊作為行銷產品,並單一討論廣告媒介。由於第三代行動通訊的高娛樂性,本研究延伸科技接受模型,納入知覺有趣性作為衡量變項,企圖探討體驗訴求之廣告所帶來的四種樂趣(感官愉悅訴求、心智愉悅訴求、社交愉悅訴求及情感愉悅訴求),以及廣告態度,在不同消費價值下(功利型消費價值/享樂型消費價值),對3G手機產品信念(知覺有用性、知覺易用性、知覺有趣性)的影響,並進而推論產品態度以及購買意圖。
      結果顯示體驗樂趣對產品有用性及有趣性均有正向影響關係,其中,又以心智樂趣對知覺有用性的影響效果最大;感官樂趣則是對知覺有趣性有最大影響效果。而知覺有趣性更同時對知覺有用性及知覺易用性產生正向影響效果,顯示就3G手機而言,消費者會先考量產品的趣味性,進而感受到產品用途或是操作難易度。此外,知覺有趣性也較知覺有用性,對產品態度產生較大的正向影響效果,再次證實3G手機產品趣味的重要性。而產品態度也的確會正向影響購買意圖。
      享樂型價值與功利型價值對體驗樂趣之效果調節作用雖僅能於少數樂趣面向呈現,但也提醒廣告主需考量產品主要利益,進而設計廣告訴求或內容,以求能創造加乘效果。
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 3
    第三節 研究流程 5
    第二章 文獻探討 7
    第一節 體驗行銷 7
    第二節 消費價值 17
    第三節 科技接受模型 25
    第四節 廣告與廣告訴求 28
    第五節 第三代行動通訊 34
    第三章 研究方法 38
    第一節 研究架構 38
    第二節 研究假設 40
    第三節 變項的操作性定義與衡量 45
    第四節 研究設計 53
    第五節 資料分析方法 68
    第四章 研究結果與分析 69
    第一節 操弄檢定 69
    第二節 研究問題分析 71
    第三節 研究假設分析 74
    第四節 結果討論 89
    第五章 結論與建議 93
    第一節 研究結論 93
    第二節 對行銷理論之貢獻 96
    第三節 對行銷實務之建議 97
    第四節 研究限制 96
    第五節 對後續研究之建議 100
    參考文獻 101
    附錄一 前測之平面廣告 107
    附錄二 前測問卷 114
    附錄三 新增之感官廣告 118
    附錄四 正式問卷 121
    Reference: 中文部份
    1. 王家彬,「3G是什麼?」,Mobile行動王,台北:協和國際多媒體,民國九十二年,No.16 頁37。
    2. 丘新華,「廣告訴求及產品類型對廣告效果影響之研究」,義守大學管理科學研究所碩士論文,民國九十一年。
    3. 林浩哲,「感性訴求廣告對於不同生活型態族群廣告效果之研究」,銘傳大學設計管理研究所碩士論文,民國九十三年。
    4. 林淑惠,「台灣3G用戶 明年倍增至二百萬」,工商時報,民國九十五年12月1日。
    5. 林淑惠,「3G用戶破百萬 今年目標150萬」,工商時報,民國九十六年1月24日。
    6. 洪順慶,行銷管理,台北市:新陸書局,民國八十八年。
    7. 祝鳳岡,「廣告感性訴求策略之策略分析」,廣告學研究,民國八十四年,第五集,頁85-111。
    8. 祝鳳岡,「廣告理性訴求策略之策略分析」,廣告學研究,民國八十五年,第八集,頁1-25。
    9. 財團法人工業技術研究院,「全年度台灣通訊產業產銷暨國內電信服務市場調查報告」,經濟部工業局,民國九十五年。
    10. 陳育慧,「體驗行銷之探索性研究--統一星巴克個案研究」,私立中國文化大學碩士論文,民國九十年。
    11. 陳怡萍,「體驗行銷-挑動消費神經」,遠見雜誌,民國九十三年5月份,頁270-274。
    12. 陳一德,「消費者對3G應用服務偏好之研究」,大同大學工業設計學系碩士論文,民國九十四年。
    13. 黃深勳,廣告學,臺北:國立空中大學,民國八十七年。
    14. 黃敏峰,「影響使用第三代行動電話服務之因素」,國立成功大學交通管理學系碩士論文,民國九十四年。
    15. 黃聖傑,「體驗行銷於文化創意產業之應用」,國立政治大學企業管理研究所碩士論文,民國九十四年。
    16. 曾順成,「第三代行動通信市場策略之研究」,國立中山大學資管系研究所碩士論文,民國九十一年。
    17. 溫珮妤,「體驗行銷的秘密」,Cheers雜誌,民國九十一年7月份,頁146-149。
    18. 廖御超,「採用創新產品之相關因素探討-以3G手機為例」,國立東華大學企業管理學系碩士論文,民國九十五年。
    19. 劉美琪、許安琪、漆梅君與于心如合著,當代廣告概念與操作,台北市:學富文化,民國九十年。
    20. 蔡葦羽,「全球3G用戶已超過1億戶」,DigiTimes科技雜誌,民國九十六年2月5日。
    21. 蔣仁和,「從消費者行動娛樂觀點探討3G產業未來發展及市場策略」,樹德科技大學資訊管理研究學碩士論文,民國九十四年。
    22. 蘇怡如,「全球行動通訊服務市場發展現況」,工研院經資中心,民國九十三年11月。
    英文部份
    1. Abbott, L. (1955), Quality and Competition. New York: Columbia University Press.
    2. Babin, B.J., Darden, W.R. and Griffin, M.(1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20, March, 644-56.
    3. Bellenger, D. N., Earle S. and Wilbur, W. S. (1976), “The Congruence of Store Image and Self Image,” Journal of Retailing, 52(Spring), 17-32.
    4. Bettman, James R. (1979), An Information Processing Theory of Consumer Choice, Reading, MA: Addison-Wesley.
    5. Belch, George E. & Belch, Michael A.(1998), Advertising and Promotion, New York: McGraw-Hill
    6. Bloch P.H, and Richins, M. L.(1983), “Shopping Without Purchase: An Investigation of Consumer Browsing Behavior,” Advances in Consumer Research, Vol.10, 389-393.
    7. Bloch, P. H. and Bruce, G. D. (1984), "Product involvement as Leisure Behaviour," Advances in Consumer Research, Vol. 11, Provo, UT: Association for Consumer Research, 197-202.
    8. Bloch, P. H. and Grady, D. B. (1984), “Product Involvement as Leisure Behavior,” in Advances in Consumer Research, Vol. 11, ed. Thomas C. Kinnear, Ann Arbor, M1: Association for Consumer Research, 197-202.
    9. Carbone, L.P. and Haeckel, S.H. (1994), “Engineering Customer Experience,” Marketing Management, Vol.3 No.3, 8-19
    10. Chase, R. B. and Dasu, S. (2001), “Want to Perfect Your Company’s Service? Use Behavioral Science,” Harvard Business Review, June, 79-84
    11. Churchill, G. A. and Surprenant, C. (1982), “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19, No. 4, Special Issue on Causal Modeling (Nov), 491-504
    12. Crowley, A. E., Spanrenberg, E. R. and Hughes, K. R. (1992), “Measuring the Hedonic and Utilitarian Dimensions of Attitudes toward Product Categories,” Marketing Letters, 3(3), 239-49.
    13. Davis, F.D., R.P. Bagozzi and P.R. Warshaw (1989), ”User Acceptance of Computer Technology:A Comparison of Two Theoretical Models,” Management Science, 35(8), 982-1003
    14. Davis, F.D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarter, September, 13(3), 318-340
    15. Dhar, R. and Wertenbroch, K.(2000), “Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, Vol.37, February, 60-71.
    16. Ducker, K. (1941), “On Pleasure, Emotion, and Striving,” Philosophy and Phenomenological Research, 1, 391-430.
    17. Dubé, L. and LeBel, J.L. (1999), “Accounting for Pleasure: On the Unitary and Multi-dimensional Nature of Hedonic Experiences,” in Arnould, E.J. and Scott, L.M.(Eds), Advances for Consumer Research, 26, 160-1.
    18. Dubé, L. and LeBel, J.L. (2003), “The Content and Structure of Laypeople’s Concept of Pleasure,” Cognition and Emotion, 17(2), pp.263-295.
    19. Eroglu, Sevgin and Gilbert, D. H. (1986), “Retail Crowding:Theoretical and Strategic Implications,” Journal of Retailing, 62,346-363.
    20. Faber, R.J. and Thomas, C.O. (1989), “Classifying Compulsive Consumers: Advances in the Development of a Diagnostic Tool,” Advances in Consumer Research, 16, 97-109
    21. Fishbein, Martin & Ajzen, Icek(1975), Belief, Attitude, Intention and Behavior:An Introduction to Theory and Research Reading, MA:Addison-Wesley.
    22. Gorn,Gerald J.,”The Effects of Music in Advertising on Choice Behavior A Classical Conditioning Approach,” Journal of Marketing, Vol.46,winter,,pp94-101,1982
    23. Heider. F.(1946), “Attitudes and Cognitive Information,” Journal of Psychology, 21, pp. 107-112
    24. Holbrook, M. B. and Hirschman, E. C. (1982), “The Experiential Aspects of Consumption, Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, 9(5), 132-40.
    25. Holbrook, M. B. and K. P. Corfman (1985), Quality and Value in the Consumption Experience: Phaedrus Rides Again In Perceived Quality, MA: Lexington Books, 31-57.
    26. Holbrook, M. B. (1986), "Emotion in the Consumption Experience: Toward a New Model of the Human Consumer," The Role of Affect in Consumer Behavior: Emerging Theories and Applications, ed. Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson, Lexington, MA: D. C. Heath and Company, 17-52..
    27. Holbrook, M. B., (1987),”Assessing the Role of Emotions as Mediators of Consumer Response,” Journal of Consumer Reseafch, Vol.14, Iss.3, pp.404-421.
    28. Holbrook, M. B. (1999), “Higher than the Bottom Line, Reflections on Some Recent Macromarketing Literature,” Journal of Macromarketing, June, pp.48-74.
    29. Holbrook, M. B. (2000), “The Millennial Consumer in the Texts of Our Times: Experience and Entertainment,” Journal of Macromarketing, 20(2), pp. 178-192.
    30. Holbrook, M. B. and Addis, M. (2001), “On the Conceptual Link between Mass Customization and Experiential Consumption: An Explosion of Subjectivity,” Journal of Consumer Behavior, Vol. 1, 1, 50-66
    31. Kant, E. (1948), Critique of Practical Reason and Other Works on the Theory of Ethics (T.K. Abbott, Trans.), 6th ed., Lowe and Brydon, London (original work published 1788).
    32. Kahneman, D.(1999), “Objective Happiness,” in Kahneman, D., Diener, E and Schwarz, N. (Eds), Well-being: The Foundations of Hedonic Psychology, Russell Sage Foundation, New York, NY, pp. 3-25
    33. Kolter Philip (1996), Marketing Management: Analysis, Planning, Implementation, and Control, 9th Edition, New Jersey, Prentice Hall Inc.
    34. Luts, R.J., MacKenzie, S.B. & Belch, G.E.(1986),“The Role of Attitude toward the Ad as A Mediator of Advertising Effectiveness:A Test of Competing Explanations,” Journal of Marketing Research:8, pp.130-143
    35. Lutz, R. J., Scott B. M. and George E.B.(1983),” Attitude toward the Ad. As a Mediator of Advertising Effectiveness: Determinants and Consequences,” Advance in Consumer Research, Vol.10, pp.532-539
    36. Maclnnis, D. J. and Linda, L.P. (1987), “The Role of Imagery in Information Processing: Review and Extensions,” Journal of Consumer Research, Vol. 13, No. 4 (Mar., 1987), pp. 473-491
    37. Moore,D.L.,& Hutchinson,J.W., ”The Effects of a Affect on Advertising Effectiveness,” Advances in Consumer Research,pp.526-531,Ann Arbor,Mich:Association for Consumer Research,1983
    38. Muehling, Darrel D. & Laczniak, Russell N.(1988), “Advertising’s Immediate and Delayed Influence on Brand Attitude: Considerations across Message-Involvement Levels,” Journal of advertising:17:4, pp. 23-34
    39. Pine, B. J., & Gilmore, J. H. (1998). “Welcome to the Experience Economy,” Harvard Business Review, 76(4), 97-105.
    40. Plummer, J. T.(1974), “The Concept and Application of Life Style Segmentation,” Journal of Marketing, Vol.38, pp.33-37.
    41. Schiffman, L. G. and Kanut, L. L. (1999), Consumer Behavior, Prentice Hall, New Jersey.
    42. Schmitt, B. H. (1999), Experiential marketing. New York: The Free Press.
    43. Spanrenberg, E. R., Voss, K. E. and Crowley, A. E. (1997) “Measuring the Hedonic and Utilitarian Dimensions of Attitude: A Generally Applicable Scale,” in Brucks,M. and Maclnnis, D. J. (Eds), Advances in Consumer Research, 24, Association for Consumer Research, Provo, UT, 235-41.
    44. Tiger, L. (1992), The Pursuit of Pleasure. Boston: Little, Brown.
    45. Vaughn, R. (1986), “How Advertising Works: A Planning Model Revisited,” Journal of Advertising Research, 26, 57-66.
    46. Woodruff, R. B. (1997), “Customer Value: the Next Source for Competitive Advantage,” Journal of Academy of Marketing Science, 25(2), 139-153.
    47. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: a Means-end Model and Synthesis of Evidence,” Journal of Marketing, 52(7), 2-22
    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    94362014
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094362014
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2549View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback