English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51721877      Online Users : 446
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/85218
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85218


    Title: 資訊式廣告效果研究:以閱聽人之既存態度、廣告訊息涉入度與訊息論點品質為探討
    The Effectiveness of Infomercial:An Exploration of Viewers` Existing Attitudes、Advertising Involvement and Argument Quality
    Authors: 施淑芳
    Shih, Shu-Fang
    Contributors: 張卿卿
    Chingching Chang
    施淑芳
    Shih Shu-Fang
    Keywords: 資訊式廣告
    既存態度
    廣告效果
    推敲可能性模式
    認知反應
    論點品質
    informercial
    prior attitudes
    advertising effect
    ELM
    cognitive response
    Date: 2000
    Issue Date: 2016-04-18 16:21:16 (UTC+8)
    Abstract: 資訊式廣告即是:「單一廣告主以付費方式,透過有線電視頻道,以長時間廣告型態(不論只有2分鐘、5分鐘或長達一小時,只要能提供廣告主足夠時間詳細說明產品即可)將有關產品、服務等訊息傳達給消費者的廣告。」
    The infomercial is a paid from of advertisement and is usually aired on cable TV. Infomercials differ from traditional advertising in length, format and content. Infomercials become more popular in Taiwan and not enough research has been devoted to exploring its effectiveness; therefore, this study aims at shedding more lights on our understanding of the persuasiveness of infomercials with different message quality and for different individuals.
    Reference: 一、中文部份
    李坤遠(1996) : <訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究>,國立交通大學管理科學研究所碩士論文。
    江宏祥(1995) : <有線電視購物頻道的媒介環境之研究-媒介系統依賴理論之觀點>,國立交通大學傳播研究所碩士論文。
    安提比(1998) :<我是銷售員但我可沒試用過>,《中國時報》,29版TV俱樂部。
    吳佳晉(1997) :<不同涉入型態,廣告背景音樂配合度對廣告效果之影響>,世界新聞傳播學院傳播研究所碩士論文。
    吳若蘭(1995) :<電視購物頻道>,《衛星與有線電視》,第七卷,第八期,28-30。
    吳雯雯(1991) : <議題涉入感對資訊處理策略影響之研究>國立政治大學新聞研究所碩士論文。
    陳良安(1997) : <資訊式廣告之溝通效果研究>,國立成功大學工業管理研究所碩士論文。
    陳信良(1997): <先前態度與論點品質對說服歷程的影響>,國立中正大學心理學研究所碩士論文。
    華子(1998) : <享受聲光驚奇就很過癮>,《中國時報》,29版TV俱樂部。
    黃紫媚、陸蕙敏(1993):<你應該知道的一個新名詞:Infomercial>,《廣告雜誌》,第24期,頁85-98。
    蔡國棟(1995) : <有線電視購物頻道消費者決策模式之研究>,國立交通大學傳播研究所碩士論文。
    樓永堅(1995) : <認知形態及文化差異對廣告說服力之影響>,行政院國科會專題研究計畫。
    應菁(1995) :<有線電視購物頻道 台灣篇>,《衛星與有線電視》,第七卷,第八期,31-33。
    羅文輝(1991) : 《精確新聞報導》,台北,正中書局,頁206。
    靈芝(1998) : <作假方法很多 應多聽多看>,《中國時報》,29版TV俱樂部。
    Godin, S.(1996). 陳茗芬譯(1997): 《我一定要電到你》,台北,太雅出版有限公司,頁234-266。
    二、西文部份
    Andrews, J.C., Durvasula, S., & Akhter, S.H. (1990). A framework forconceptualizing and measuring the involvement construct in advertising research. Journal of Advertising,19(4), 27-40.
    Antil, H. J. (1984). Conceptualization and operationalization of involvement. In T. C. Kinnear (Ed.), Advances in consumer research: Vol.6. (pp.203-209). UT: Association for Cosumer Research.
    Batra, R., & Ray, M. (1983). Operationalizing involvement as depth and quality of cognitive response. In R. P. Bagozzi & A. M. Tybout (Eds.), Advances in consumer research: Vol.5. (pp.309-313). UT: Association for Cosumer Research.
    Batra, R., & Ray, M. (1986). Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12(Mar.) 432-445.
    Beeler, A. (1999). Infomercial helps make sense of Canadian retirement funds, Advertising Age, (Nov. 22), pp.20.
    Belch, E. G. (1981). An examination of comparative and noncomparative television commercial: The effects of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research, 18,333-349.
    Belch, E. G. (1982). The effects of commercial repetition on cognitive response and message acceptance, Journal of Consumer Research, 9 (Jun.), 56-65.
    Blair, T. J., Huang, Y. L., Cynthia, C. S., Laura, A. C., & Ekstein, G. (1995). Initial beliefs and attitudinal latitudes as factors in persuasion. Society for Personality and Social Psychology,21(5), 502-511.
    Brock, T. C., & Shavitt, S. (1983). Cognitive-response analysis in advertising. In L. Percy & A. G. Woodside (Eds.), Advertising and consumer psychology (pp. 91-116). MA: Lexington.
    Brucke, T. (1993). Program-length commercials can bring thease six benefits to a major brand campaign. Advertising Age(Jan. 25), M-5.
    Burgoon, M., & Miller, R. G. (1971). Prior attitude and language intensity as predictors of message style and attitude change following counterattitudinal advocacy. Journal of Personality and Social Psychology, 20(2), 246-253.
    Celsi, R. L. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(Sep.), 210-224.
    Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research,27 (Nov.), 466-476.
    Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39, 752-766.
    Donthu, N.,& Gilliland, D. (1996). Observations: The infomercial shopper. Journal of Advertising Reach,36,69-76.
    Eagly, H. A., & Chaiken, S. (1993). The psychology of attitudes. USA: Harcourt Brace Jovanovich.
    Edell, A. J., & Burke, C. M. (1986). The relative impact of prior brand attitude and attitude toward the Ad on brand attitude after Ad exposure. In Olson & Sentis (Eds.), Advertising and consumer psychology: Vol. 3. (pp.93-107). New York:Praeger.
    Edwards, K., & Edwards, E. S. (1996). A disconfirmation bias in the evaluation of arguments. Journal of Personality and Social Psychology, 71(1), 5-24.
    Fishbein, M., & Ajzen, I.(1981). Acceptance, yielding and impact: Cognitive processes in persuasion. In R.E. Petty, T.M. Ostrom, & T.C. Brock (Eds.), Cognitive responses in persuasion(pp.339-359). Hillsdale, NJ:Erlbaum.
    Gardner, P. M. (1985). Does attitude toward the AD affect brand attitude under a brand evaluation set? Journal of Marketing Research, 22(May), 192-198.
    Gotlieb, B. J., & Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement and source credibility. Journal of Advertising, 20 (1), 38-45.
    Haley, K. (1993). The new era for infomercials. Advertising Age (Jan.), 25.
    Haley, K. (1997). Infomercials. Advertising Age (Sep.), 8.
    Hayes, R., & Rotfeld, H.J. (1989). Infomercials and cable network programming. Advancing The Consumer Interest,1(2), 17-22.
    Hawthorne, T.R.(1997). The complete guide to infomercial marketing. USA: NTC.
    Holbrook, B. M.,& Batra, B. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14, 404-417.
    Homer, M. P.(1990). The mediating role of attitude toward the Ad: Some additional evidence. Journal of Marketing Research, 27(Feb.), 78-86.
    Howard-Pitney, B., Borgida, E., & Omoto, A.M.(1986). Personal involvement: An examination of processing differences. Social Cognition, 4(1), 39-57.
    Houston, J. M., & Rothschild, L. M. (1978). Conceptual and methodological perspectives on involvement. In J. C. Subhash (Ed.), Research frontiers in marketing: Dialogues and directions (pp.184-187). Chicago: American Marketing Association.
    Krugman, E. H. (1965). The impact of television advertising : Learning without involvement. Public Opinion Quarterly, 29, 349-356.
    Krugman, E. H. (1966). The measurement of advertising involvement. Public Opinion Quarterly, 30, 583-596.
    Keppel, G., & Zedeck, S. (1989). Data analysis for research design: analysis of variance and multiple regression/ correlation approach. New York: Freeman.
    Laczniak, R.N., Muehling, D.D., & Grossbart, S. (1989). Manipulating message involvement in advertising research. Journal of Advertising, 18 (2), 28-38.
    Laczniak, R. N., & Muehling, D. D.(1993). The relationship between experimental manipulations and tests of theory in an advertising message involvement context. Journal of Advertising, 22(3), 59-74.
    Laczniak, R. N., Kempf, S. D., & Muehling, D. D.(1999). Advertising message involvement: The role of enduring and situational factors. Journal of Current Issues Research in Advertising, 21(1), 51-61.
    Leavitt, C., Greenwald, G. A., & Obermiller, C. (1981), What is low involvement low in? In K. B. Monroe (Ed.), Advances in consumer research (pp.15-19). Ann Arbor, Mich: Association for Consumer Research.
    Lord, C. G., Ross, L., & Lepper, M. R.(1979). Biased assimmilation and attitude polarization: The effects of prior theories on subsequently considered evidence. Journal of Personality and Social Psychology, 37 (11)2098-2109.
    Larson, U. C. (1992). Persuasion: Peraption & Resposibility(6th ed.). CA: Wadsworth.
    MacGinnies, E. (1973). Initial attitude, source credibility, and factors in Persuasion. Journal of Experimental Social Psychology, 9, 285-296.
    Messmer, D. J.(1979). Repetition and attitudinal discrepancy effects on the affective response to television advertising. The Journal of Business Research, 7, 75-93.
    Maheswaran, D., & Sternthal, B. (1990). The effects of knowledge, motivation, and type of message on Ad processing and product judgments. Journal of Consumer Research, 17,66-73.
    Mitchell, A. A. (1981). The dimensions of advertising involvement. In K. Monroe (Ed.), Advances in consumer research (pp.25-30). Ann Arbor, Mich: Association for Consumer Research.
    Moore, D. L., & Hutchinson, J. W. (1983). The effects of Ad affect on advertising effectiveness. In R. P. Bagozzi & A. M. Tybout (Eds.), Advances in consumer research (pp.526-531). Ann Arbor, Mich: Association for Consumer Research.
    Muehling, D. D., Laczniak, R. N., & Andrews, C. (1993). Defining, operationalizing, and using involvement in advertising research: A review. Journal of Current Issues and Research in Advertising, 15(1), 21-57.
    Nelson, E. J., Duncan, P. C., & Frontczak, T. N. (1985). The distraction hypothesis and radio advertising. Journal of Marketing, 49(1), 60-71.
    Nelson, M. R., Shavitt, S., Schennum, A., & Barkmeier, J. (1997). Prediction of long-term advertising effectiveness: New cognitive
    response approaches. In W. D. Wells (Ed.), Measuring advertising effectiveness(pp.133-155). New Jersey: Lawrence Erlbaum Associates.
    Olson, J. C., Toy, D. R., & Dover, P. A. (1982). Do cognitive responses mediate the effects of advertising content on cognitive structure? Journal of Consumer Research, 9 (Dec.), 245-262.
    O`Keefe, D.J.(1990). Persuasion: Theory and research (3rd ed.). CA: Sage.
    Park, C. W., & Mittal, B.(1985). A theory of involvement in consumer behavior: Problem and issues. In J. Sheth (Ed.), Research in consumer behavior (pp.201-231).CT: JAI Press.
    Park, C. W., & Young, S. M. (1986). Consumer response to television commercials: The impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23(Feb.), 11-24.
    Petty, R.E., & Cacioppo, J.T.(1977). Forewarning, cognitive responding, and resistance to persuasion. Journal of Personality and Social Psychology, 35, 645-655..
    Petty, R.E., & Cacioppo, J.T.(1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10),1915-1926.
    Petty, R.E., & Cacioppo, J.T.(1981). Attitude and persuasion: Classic and contemporary approach. IA: Brown.
    Petty, R.E., & Cacioppo, J.T.(1983). Central and peripheral routes to persuasion: Application to advertising. In L. Percy (Ed.), Advertising and Consumer Psychology (pp.3-23). DC: Health and Company.
    Petty, R.E., & Cacioppo, J.T. (1984). Attitudes and persuasion: Classic and contemporary approaches. Iowa : WCB .
    Petty, R.E., & Cacioppo, J.T.(1986a). Communication and persuasion-central and peripheral routes to attitude change. New York: Springer-Verlag.
    Petty, R.E., & Cacioppo, J.T.(1986b). Central and peripheral routes to persuasion: An individual difference persective. Journal of Personality and Social Psychology, 51, 1032-1043.
    Petty, R.E., Cacioppo, J.T., & Goldman, R.(1981). Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41, 847-855.
    Petty, R.E., Cacioppo, J.T., & Schumann, D.(1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 (1), 138-148.
    Rothschild, L. M. (1979). Advertising strategies for high and low involvement situations. In J. C.Maloney & B. Silverman (Eds.), Attitude Research plays for high stakes (pp.74-93). Chicago: American Marketing Association.
    Sandier, D.M., & Secunda, E. (1993). Point of view: Blurred boundaries-where does editorial end and advertising begin? Journal of Advertising Research,33(May/June), 73-80.
    Sherif, M., & Hovland, I. C.(1961). Social judgment : Assimilation and contrast effects in communication and attitude change. Yale University Press.
    Smith, E. R., & Swinyard, R.W. (1982). Information response models: An integrated
    approach. Journal of Marketing,46, 81-93.
    Speck, P.S., Elliott, M.T., & Alpert, F.H.(1997). The relationship of beliefs and exposure to general perceptions of infomercials. Journal of Current Issues and Research in Advertising, 19(1), 51-65.
    Sternthal, B. D., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 4, 252-260.
    Swasy, L. J.(1985). Examining the target of receiver elaborations: Rhetorical question effects on source processing and persuasion. Journal of Consumer Research,11, 877-886.
    Toy, D. R. (1982). Monitoring communication effects: A cognitive structure / cognitive response approach. Journal of Consumer Research, 9(Jun.), 66-76.
    Vaughn, R. (1980). How advertising work: A planning model. Journal of Advertising Research, 20(5), 27-33.
    Winter, F.W.(1923). A laboratory experiment of individual attitude response to advertising exposure. Journal of Marketing Research , 5, 130-140.
    Wimmer, D. R., & Dominick, R. J. (1991). Mass media research - an introduction. (5th ed.). CA.: Wadsworth.
    Wood, W., Kallgren, A.C., & Preisler, M.R.(1985). Access to attitude-relevant information in memory as a determinant of persuasion: The role of message attributes. Journal of Experimental Social Psychology, 21,73-85.
    Wright, P. L.(1973). The cognitive processes mediating acceptance of advertising.Journal of Marketing Research, 10, 53-62.
    Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.
    Zaichkowsky, L. J. (1985). Measuring the involvement construct. Journal of Consumer Research.12(Dec.), 4-14.
    Zaichkowsky, L. J. (1986). Conceptualizing involvement. Journal of Advertising. 15(2), 4-14.
    Zaichkowsky, L. J. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
    Zuwerink, L. J., & Devine, G.P.(1996). Attitude important and resistance to persuasion: It`s not just the thought that counts. Journal of Personality and Social Psychology, 70(5), 931-944.
    Description: 碩士
    國立政治大學
    廣告學系
    86452001
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001733
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2475View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback