English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109953/140892 (78%)
Visitors : 46225419      Online Users : 639
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
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 傳播學院 > 新聞學系 > 期刊論文 >  Item 140.119/76671


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/76671


    Title: 從認知與情感雙歧檢視台灣民眾的廣告規避與趨近行為
    Authors: 張卿卿
    Chan, Ching-Ching
    Contributors: 廣告學系
    Keywords: 情感初始效應;傳播資料庫;廣告規避;雙歧態度;affect primacy hypothesis;Taiwan communication survey;advertising avoidance;ambivalent attitudes
    Date: 2014-06
    Issue Date: 2015-07-20 14:57:53 (UTC+8)
    Abstract: 從雙歧態度的觀點，本研究探討台灣閱聽眾的廣告態度，指出若閱聽眾對於廣告，在情感與認知面向的評估不一致時，會對廣告形成雙歧的感知。以台灣傳播調查資料庫2012全台面訪資料為基礎，研究發現：一、大部分台灣民眾對廣告有著認知情感雙歧的感知；二、對廣告抱持認知與情感的雙歧會促發較低的廣告趨近行為與較高的廣告規避行為；三、無論雙歧態度高低，情感顯著預測規避行為，而情感與認知同時預測趨近行為，延伸情感初始效應假說。
    Drawing upon ambivalent attitude literature, this study explored attitudes toward advertising in Taiwan. This study proposes that people generally hold ambivalent attitudes toward advertising, and their affective evaluation and cognitive evaluation conflict. In particular, people may perceive advertisements as simultaneously irritating (the affective component) and informative (the cognitive component). Data from the Taiwan Survey Database, based on nationwide face-to-face interviews with Taiwanese people, support this proposition. Moreover, people who hold more ambivalent attitudes tend to avoid advertisements to a greater degree and approach advertisements to a lesser degree. Finally, this study proposes that the avoidance and approach orientation of behavior moderates affect primacy effects. In other words, affect primacy effects emerge only when the probed behaviors are avoidance oriented.
    Relation: 中華傳播學刊,25,71-98
    Data Type: article
    DOI 連結: http://dx.doi.org/10.6195/cjcr.2014.25.03
    DOI: 10.6195/cjcr.2014.25.03
    Appears in Collections:[新聞學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    71-98.pdf1837KbAdobe PDF2491View/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