政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/36800

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/36800

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政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 > Item 140.119/36800

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/36800

題名:	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
作者:	吳裕傑
貢獻者:	張卿卿吳裕傑
關鍵詞:	角色人物可愛故事推薦方式消費者態度
日期:	2008
上傳時間:	2009-09-18 19:43:30 (UTC+8)
摘要:	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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描述:	碩士國立政治大學廣告研究所 95452017 97
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0095452017
資料類型:	thesis
顯示於類別:	[廣告學系] 學位論文

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