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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/89131
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/89131


    Title: 廣告訊息正反性.廣告主可信度.訊息涉入與廣告效果之關係
    Authors: 林清州
    LIN, QING-ZHOU
    Contributors: 張重昭
    林清州
    LIN, QING-ZHOU
    Date: 1992
    1991
    Issue Date: 2016-05-02 15:13:10 (UTC+8)
    Abstract: 行銷人員利用廣告將產品訊息呈遞給消費者,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。本研究欲透過對廣告訊息正反性、廣告主可信度、訊息涉入等三個因素之操弄,以了解其對廣告效果之影響,並做為企業制定廣告政策之參考。
    Reference: 一、中文部分:
    1 .杜富漢,「不同廣告訴求方式對不同產品的影響」,政治大學心理研究所未出版碩士論文,民國七十五年六月。
    2 .林建煌,「廣告信念、廣告主聲譽、廣告訊息正反性與廣告效果之關係,管理科學學報,第八卷,第二期,民國八十年十二月。
    3 .連英傑,「消費者訊息處理動機與能力對廣告效果的影響」,政治大學企業管理研究所未出版碩士論文,民國八十年六月。
    4 .黃俊英,行銷研究一管理與技術(第三版)台北:華泰書局,民國七十六年一月。
    5 .張東峰、鄭伯壎編譯,西爾格德等著,心理學,桂冠圖書公司,民國七十五年。
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    7 .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,民國七十九年七月。
    8 .藍三印、羅文坤著,廣告心理學,台北:天馬出版社,民國六十八年初版。
    9 .羅文坤,行銷傳播學,台北:三民書局,民國七十五年十二月初版,162~163。

    二、英文部分:
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    and Patvicia J. Deldir, "Framing Effects in Jadgement Tasks with Varying Amounts of Infornation", Organizational Behaviov and Human Decision Process, Vol.36(1985), 362-77.
    26. Lynne, Judith Zaickowsky, "Measuring the Involvement Construct", Journal of Consumer Research, Vol. 12(Dec1985), 341-52.
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    Description: 碩士
    國立政治大學
    企業管理學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004472
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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