政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104862
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113648/144635 (79%)
造访人次 : 51617205      在线人数 : 516
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104862


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104862


    题名: 部落格廣告以代言人表現模式之溝通效果研究
    其它题名: The Study on the Advertising Effects of Using Celebrity Endorsement on the Web Blog
    作者: 黃子潔;賴建都
    关键词: 部落格;代言人形式;產品置入;廣告溝通效果
    Advertising communication effects;Blog;Endorser types;Product placement
    日期: 2008-07
    上传时间: 2016-12-14 14:08:49 (UTC+8)
    摘要: 隨著部落格成為網路世界的新寵兒，一種新型態的廣告模式─以「代言人在部落格中呈現的方式」也應運而生。本研究以「代言人類型」與「置入方式」兩變項，對此新類型的廣告溝通效果之三面向─「回憶效果」、「品牌態度」與「購買意願」做初步的探討，並設計了三種不同的代言人類型與兩種置入方式共六種實驗廣告，於實際網路中測試其溝通效果。研究結果發現：在「回憶效果」與「購買意願」兩應變項上，「不同類型代言人」與「不同型式置入」均會產生顯著影響，而在「品牌態度」應變項上，僅「不同類型代言人」對其產生顯著影響。同時，在溝通效果上，均呈現出「一般消費者代言人」效果最佳、「名人代言人」效果最差的情形；在「回憶效果」與「購買意願」上，則均呈現出「文章中置入」形式效果優於「文章外置入」形式的情形。
    Blog diaries written by product endorsers` is a new form of advertising promotion, as blog has become more popular on the Internet than ever. `Endorser types` and `product placement types` are the two independent variables in this study to investigate three aspects of advertising communication effects-`recall effects,` `brand attitude,` and `purchase intention`- which are the dependent variables in the study. The study posts six different experimental commercials, including three endorser types and two product placement types, on the Internet in order to verify the effects of advertising communication. The study finds that both the `endorser types` and the `product placement types` have significant influences on the aspects of `recall effects` and `purchase intention,` but only `endorser types` will have significant influences on the `brand attitude` aspect. Also, the `typical consumer endorser` is the most effective type of the three ones, and the `celebrity endorser` is the worst one on every aspect of advertising communication effects. The type of `inside placement` has better effect than that of `outside placement` on the `recall effects` and the `purchase intention` aspects.
    關聯: 廣告學研究, 30, 1-33
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    30-1(p.1-33).pdf468KbAdobe PDF2603检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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 ©   - 回馈