政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/34994
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113392/144379 (79%)
造訪人次 : 51229561      線上人數 : 892
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34994


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/34994


    題名: 廣告量與客觀品質之關係─以台灣市場為例
    The Relationship of Advertisement Volume and Objective Quality: A Taiwan Market Case
    作者: 廖俊琮
    貢獻者: 樓永堅
    廖俊琮
    關鍵詞: 客觀品質
    有效廣告量
    消費者報導
    日期: 2005
    上傳時間: 2009-09-18 13:30:55 (UTC+8)
    摘要: 傳統上，廣告量愈多的產品，往往被消費者視為具有較佳的品質，因此廠商願意投入大量廣告經費，提升消費者對其產品的知覺品質以增加銷售量。而以往的研究中，學者亦針對廣告量與知覺品質的關係進行探討，並發現兩者的確呈正相關，然而過去卻幾乎沒有任何研究，針對廣告量是否能反映產品真實的品質進行探討，使消費者得知是否可運用廣告量作為客觀品質的判斷依據。因此本研究以台灣市場為對象，試圖探討以廣告量做為判斷客觀品質指標的可靠度為何。

    本研究採用次級資料的研究方式，以1996年1月至2005年12月的消費者報導「數據在說話─測試篇」單元作為客觀品質的分析依據，並以潤利廣告公司1996年至2005年的有效廣告量資料代表廣告投入，針對35種產品類別共623個品牌的歷史資料進行分析，以了解廣告量與客觀品質間是否存在關聯性。接著本研究以產品使用期間、品質判斷能力、產品差異程度與財務風險四項影響消費者決策涉入程度的因素作為調節變數，將產品特性分為耐久財/非耐久財、搜尋品/經驗品、便利品/選購品、高價品/低價品四項，進一步探討廣告量和客觀品質在不同情形下的關連性高低。而在廣告量資料的處理上，本研究除了針對受測產品當年度的有效廣告量予以分析外，更加入了廣告遞延效果的概念，以三年平均廣告量為基礎進行分析，以瞭解廣告遞延效果的出現，是否會加強廣告量與客觀品質的聯結。

    由相關分析的結果顯示，廣告量和客觀品質之間存在著輕度正相關，而後續的回歸模式檢定和卡方分析卻顯示，並無法以四個調節變數說明在何種情況下最適合以廣告量作為判斷客觀品質的指標。顯示台灣廠商不傾向以廣告量多寡作為品質信號，而消費者固然可以廣告量作為品質判斷的指標，然而應輔以其他相關指標進行選購以降低決策風險。
    Products with higher advertisement volume are often regarded as possessing better quality by consumers, so companies are willing to spend huge expenditure to enhance their perceived quality and thereby sales volume. Also, scholars in past researches discussed relationship between advertisement volume and perceived quality and finding positive correlation does exist. However, further examination on whether advertisement volume can reflect the real product quality has yet been done, so that consumers have no way to tell is advertisement volume a dependable quality signal or not. Thus, this research targets Taiwan market to discuss the reliability of using advertisement volume to evaluate objective quality.
    The research uses methodology of secondary data analysis, adopting “Product Testing Unit” in Chinese Taipei Consumer Report as objective quality sources, and effective advertisement volume by Rainmaker Corp. as advertisement volume data, analyzing data of total 35 product categories or 623 brands to examine the correlation. The research further uses product durability, accessibility of quality evaluation, degree of product differentiation, and financial risk as mediators, categorizing products into four groups to discuss the strength of correlation under various situations. As for advertisement data, the research uses not only advertisement data of the very year products are tested, but also three-year averaged volume to see whether the “lag effect” in advertisement strengthen the correlation.
    Correlation analysis indicates positive correlation between advertisement volume and objective quality does exist, yet results by both regression and chi-square analysis denied four characteristics as effective mediators, suggesting companies in Taiwan do not use advertisement volume as signal of quality, and consumers should complement with other signals other than advertisement volume when judging objective quality.
    參考文獻: 一、中文部份
    1. 許益彰(民85)，產品利益無關屬性、訊息涉入程度、產品類別與廣告效果及廣告評價之關係，台灣大學商學研究所未出版碩士論文。
    2. 陳敏郎(民90)，廣告代言人對推薦品牌廣告效果影響之研究，交通大學經營管理研究所未出版碩士論文。
    3. 黃昭泰(民90)，實用廣告學初版，新形象出版事業有限公司。
    二、英文部分
    1. Aaker, David A.(1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, the Free Press, NY.
    2. Ackoff, Russell L. and James R Emshoff, (1975), “Advertising Research at Anheuser-Busch, Inc.,” Sloan Management Review, vol.16, iss.3, pp.1-15.
    3. Berger, Ida E. and Andrew A. Mitchell, (1989), “The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship,” Journal of Consumer Research, vol.16, iss.3, pp.269-279.
    4. Bracken, Cheryl C., Matthew Lombard and Jennifer Snyder-Duch, (2002), “Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability,” Human Communication Research, vol.28, iss.4, pp.587-604.
    5. Clarke, Darrel G. (1976), “Econometric Measurement of the Duration of Advertising Effect on Sales,” Journal of Marketing Research, Vol.13, iss.4, pp.345-357.
    6. Copeland, Melvin T. (1923), “The Relation of Consumer’s Buying Habits to Marketing Methods,” Harvard Business Review, vol.1, pp.282-289.
    7. Garvin, David A. (1983), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, vol.65, iss.4, pp.101-110.
    8. Hawkings, Scott A. and Stephen J. Hoch (1992), “Low Involvement Learning: Memory Without Evaluation,” Journal of Consumer Research, vol.19, iss.2, pp.212-225.
    9. Holbrook, Monies B. and Kirn P. Corfinan (1985), “Quality and Value in the Consumption Experience: Phacdrus Rides Again,” in Perceived Quality, J. Jacoby and J. Olson, (eds.) Lexington, MA Lexington Books, pp.31-57.
    10. Kirmani, Amna & Peter Wright (1989), “Money Talks: Advertising Extravagance and Perceived Product Quality,” Journal of Consumer Research, 16 (December), pp.344-353.
    11. Kirmani, Amna (1990), “The Effect of Perceived Advertising Costs on Brand Perceptions,” Journal of Consumer Research, vol.17, iss.2, pp.160-171.
    12. Kirmani, Aman & Valarie Zeithaml (1993), “Advertising, Perceived Quality, and Brand Image,” in Brand Equity and Advertising, David A. Aaker & Alexander L. Biel, ed. New Jersey: Lawrence Erlbaum Associates, Inc., pp.143-161.
    13. Kirmani, Amna (1997), “Advertising Repetition as a Signal of Quality: If it’s Advertised So Much, Something Must be Wrong,” Journal of Advertising, vol.26, iss.3, pp.77-86.
    14. Kolbe, R. H. & Burnett, M. S. (1991), “Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity,” Journal of Consumer Research, vol.18, iss.2, pp.243-250.
    15. Kotler P. (1995), Marketing Management: Analysis, Planning and Control, 8th ed., Englewood Cliffs, NJ: Prentice-Halls.
    16. Kotler, P. (2002). Marketing Management, 9th ed., New Jersey: Prentice-Hall.
    17. Maynes, SE (1976), Decision-Making for Consumers. New York: Macmillan.
    18. Monroe, R. Krishnan (1985), Perceived Quality: How Consumer View Stores and Merchandise, New York: McGraw-Hill.
    19. Moorthy, Sridhar and Hao Zhao (2000), “Advertising Spending and Perceived Quality,” Marketing Letters, vol.11, iss.3, pp.221-232.
    20. Nelson, P. (1970), “Information and Consumer Behavior,” Journal of Political Economy, vol.78, iss.2, pp.311-329.
    21. Nelson, Philip (1974), “Advertising as Information,” Journal of Political Economy, vol.82, iss.4, pp.729-754.
    22. Olson, Jerry C. (1977), “Price as an Information Cue: Effects on Product Evaluations,” In A.G. Woodside, et al, Consumer and Industrial Buying Behavior, New York: Elsevier North-Holland, Inc., pp.267-286.
    23. Sarv Devaraj, Khalil F. Matta, and Edward Conlon (2001), ” Product and service quality: The Antecedents of Customer Loyalty in the Automotive Industry”, Production and Operations Management. vol. 10, iss.4; pp. 424-439.
    24. Moriarty, Sandra (1982), “How to Produce an Effective Television Commercial”, Journal of Advertising, vol.11, iss.3, pp.46-47.
    25. Zaichkowsky, Judith L. (1985), “Conceptualizing Involvement,” Journal of Advertising, vol.15, iss.2, pp.4-14.
    26. Zeithaml, Valarie A. (1988), “Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, vol. 52, iss.3, pp.2-22.
    三、網路文獻
    1. 中華民國消費者報導網站：http://www.consumers.org.tw/unit610.aspx
    2. 陳建彰，世足賽踢出台灣三億商機，新新聞周報，第997期，2006年4月17日：http://mag.udn.com/mag/newsstand/storypage.jsp?f_MAIN_ID=76&f_SUB_ID=412&f_ART_ID=31440
    3. 潤利廣告公司網站：http://www.rainmaker.com.tw/
    描述: 碩士
    國立政治大學
    企業管理研究所
    93355049
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093355049
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    35504901.pdf21KbAdobe PDF2746檢視/開啟
    35504902.pdf21KbAdobe PDF2637檢視/開啟
    35504903.pdf53KbAdobe PDF2643檢視/開啟
    35504904.pdf58KbAdobe PDF2727檢視/開啟
    35504905.pdf40KbAdobe PDF2908檢視/開啟
    35504906.pdf76KbAdobe PDF22058檢視/開啟
    35504907.pdf245KbAdobe PDF21643檢視/開啟
    35504908.pdf766KbAdobe PDF2886檢視/開啟
    35504909.pdf38KbAdobe PDF2815檢視/開啟
    35504910.pdf44KbAdobe PDF21405檢視/開啟
    35504911.pdf474KbAdobe PDF2636檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    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 ©   - 回饋