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    Title: 高科技品牌概念、溝通訊息及溝通績效之研究
    Authors: 江妏倫
    Contributors: 陳建維
    江妏倫
    Keywords: 品牌概念
    理性訊息
    感性訊息
    啟發式訊息
    高科技產業特性
    Date: 2006
    Issue Date: 2016-05-06 16:34:43 (UTC+8)
    Abstract: 高科技產業之特性,會導致產業內廠商之行銷溝通訊息策略與所選擇之品牌概念,本研究將高科技產業行銷溝通訊息策略分為「理性(Rational)」、「感性(Emotional)」與「啟發式(Heuristic)」訊息;品牌概念則分為「功能性(Utilitarian)」與「象徵性(Symbolic)」品牌。並根據國內高科技廠商所回覆之問卷分析的結果,找出較適合高科技產業所採用的行銷溝通訊息與品牌概念策略,另外,在產業特性方面,則探討「市場不確定性」與「技術不確定性」的調節影響,故本研究同時探究高科技產業最佳之溝通訊息與品牌概念策略,以及在高科技產業特性的影響下,溝通訊息與品牌概念之溝通績效會如何變化,而實證結果如下:
    1. 高科技廠商使用理性訊息比使用感性性訊息有較高的溝通績效。
    2. 高科技廠商使用啟發式訊息比使用感性性訊息有較高的溝通績效。
    3. 高科技廠商採取功能性品牌概念比採取象徵性品牌概念有較高的溝通績效。
    4. 技術不確定性顯著增強理性訊息與啟發式訊息對溝通績效的影響,並且減弱
      感性訊息對溝通績效的影響。
    5. 技術不確定性對功能性品牌概念的溝通績效之調節影響不顯著。
    6. 市場不確定性顯著增強功能性品牌概念對溝通績效的影響,但對理性與感性
      訊息的溝通績效之調節影響並不顯著。
    Reference: 中文部分
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    樊志育,廣告新論,廣告效果研究,三民書局,民國79年
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    93351009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093351009
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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