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    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
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    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

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