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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/36800


    Title: 廣告中角色人物之 可愛與否，故事有無、與推薦方式 對消費者態度之影響
    Authors: 吳裕傑
    Contributors: 張卿卿
    吳裕傑
    Keywords: 角色人物
    可愛
    故事
    推薦方式
    消費者態度
    Date: 2008
    Issue Date: 2009-09-18 19:43:30 (UTC+8)
    Abstract: 角色行銷已經成為常見的行銷手法。可愛通常是消費者對於角色人物的必備的要件，而角色人物的運用適合發展相對應的故事情節，此外，角色人物的推薦方式不盡相同，因此本研究試圖探討可愛與否、故事有無與推薦方式對消費者態度之影響。研究結果顯示可愛與否並不會影響到消費者態度，故事有無只有對購買意願產生影響，而主動推薦方式會讓消費者產生較好的廣告可信度、品牌態度與購買意願。所以企業在運用角色人物時應考慮主動的推薦方式，此外，也能在角色造形上加強主動推薦的元素，提升對消費者態度之影響。
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    Description: 碩士
    國立政治大學
    廣告研究所
    95452017
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095452017
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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