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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/89577


    Title: 消費者訊息處理動機與能力對廣告效果的影響
    Authors: 連英傑
    Contributors: 張重昭
    連英傑
    Date: 1991
    1990
    Issue Date: 2016-05-02 17:00:14 (UTC+8)
    Abstract: 行銷人員利用廣告將產品的訊息呈遞給消費者，因此，瞭解影響廣告效果的因素，便是行銷人員的一項重要工作。本研究將影響廣告效果的因素分為二大類，其一為收訊者的特徵，其中包含收訊者對訊息的涉入程度與處理能力兩構面；另一則為廣告的特徵，其中包含廣告推薦人類型與訊息說服力兩構面，其目的則用以瞭解這四個因素之間互動的情形。
    Reference: 一、中文部分：
    l.黃俊英，行銷研究一管理與技術(第三版) ，台北：華泰書局，民國76年1月。
    2. 黃俊英、賴文彬，「涉入的理論發展與實務應用」管理科學學報，台北：中華民國管理科學學會，民國79年5月。
    3. 薛培亮，「訊息涉入於廣告之應用」，(輔仁大學管理學研究所未出版碩士論文，民國79年7月)。
    4. 練乃華，「推薦式廣告之溝通效果研究」，(台灣大學商學研究所未出版碩士論文，民國79年6月)。
    5. 簡如君，「訊息接收者的涉入程度、訊息來源人數、及專家身分對說服效果之影響」，(政治大學心理研究所未出版碩士論文，民國79年6月)。

    二、英文部分：
    1. Belk, Russell W., "An Exploratory Assessment of Situational Effect in Buying Behavior", Journal of Marketing Research, (Vol.11, May, 1974):156-163.
    2. Chaiken, S., ``Heuristic versus Systematic Information Processing and The Use of Source Versus Message Cues in Persuasion", Journal of Personality and Social Psychology, (Vol.39, 1980):752-766.
    3. Gardner, M.P. & Andrew A. Mitchell & J.E. Russo, "Low Involvement Strategies for Processing Advertisment", Journal of Advertising, (Vol.14, No.2, 1985):4-13
    4. Gotlieb, J.B. & J.E. Swan, "An Application of Elaboration Likelihood Model", Journal of Academy of Marketing Science, (Vol.18, No.3, Summer, 1990):221-228.
    5. Greenwald, A.G. & Clark Leavitt, "Audience Involvement in Advertising: Four Levels", Journal of Consumer Research, (Vol.11, June, 1984):221-240.
    6. Greenwald, A.G. & Clark Leavitt, "Cognitive Theory and Audience Involvement", in Psychological Processes and Advertising Effects: Theory, Research and Applications, Linda F. Alwitt and Andrew A. Mitchell (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, 1985:221-240.
    7. Korgaonkar, P.k., and P.M. George, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, (No.11, Fall, 1982):32-44.
    8. Krugman, H.E, "The Impact of Television Advertising: Learning without Involvement", Public Opinion Quarterly, (Vol.29, Fall, 1965):349-356.
    9. Lastoricka, John L., and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American Marketing Association, 1979:53-73.
    10. Laurent, G. & IN. Kapferer, "Measuring Consumer Involvement Profiles", Journal of Marketing Research, (Vol.22, Feb, 1985): 41-53.
    11. Petty, RE. & J.T. Cacioppo & R. Goldman, ``Personal Involvement As a Determinant of Argumented-based Persuasion", Journal of Personality and Social Psychology, (Vol.41,1981):847-855.
    12. Petty, R.E. & J.T. Cacioppo & D. Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, (No.10, 1983): 134-148.
    13. Petty, R.E. & J.T. Cacioppo, "The effect of Involvement on Responses to Argument Quality and Quantity: Central and Peripheral to Persuasion", Journal of Personality and Social Psychology, (Vol.46 1984):69-81.
    14. Petty, R.E & J.T. Cacioppo,"Central and Perihperal Routes to Persuasion: Application to Advertising", In L. Percy & A Woodside (Eds.), Advertising and Consumer Psychology. Lexington, MA: Lexington Books, D.C. Health:3-23.
    15. Petty, RE. & J.T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.CBrown,1981.
    16. Shiffman, Leon G., and Leslie Lazar, and Kaunk, Consumer Behavior, Prentice Hall, 1987.
    17. Slama, Mark E., and Armen Tashchian, "Selected Socio-economic and Demographic Characteristic Associated with Purchasing Involvement" , Journal of Marketing, ( Winter, 1985):72-82.
    18. Zaickowsky, Judith Lynne, "Measuring the Involvement Construct", Journal of Consumer Research, (Vol.12, Dec,1985):341-352.
    Description: 碩士
    國立政治大學
    企業管理學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004871
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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