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    题名: 比較性廣告之定位與溝通效果研究
    作者: 方淑慧
    贡献者: 黃俊英
    方淑慧
    日期: 1989
    1988
    上传时间: 2016-05-03 14:11:37 (UTC+8)
    摘要: 論文提要內容:
    隨著商品種類的增多及消費意願的提高，消費者對消費資訊的需求日益迫切，廣告所扮演之提供資訊的角色也日趨重要。而比較性廣告(Comparative Advertising)正好能提供消費者更多有用和需要的資訊，並減少資訊蒐尋的時間、精力與成本，故比較性廣告的使用應會逐漸增加。此外，隨著國際化的來臨，美國比較性廣告漸增的趨勢也會隨之登陸台灣。然而比較性廣告的提效果是否優於傳統廣告方式，這是在從事廣告決策的重要依據。因此本研究的目的在於:
    1、探討國內消費者對比較性廣告的反應(溝通和定位)，並分析比較性廣告的溝通層級反應間的關係。
    2、探討高涉入產品和低涉入產品在比較性廣告的溝通效果和定位效果，是否與傳統廣告有差別。
    3、分析關聯比較策略和差異化比較策略的廣告溝通和定位效果是否有差異。
    本研究採實驗法進行實證，利用產品涉入程度、比較方向性、比較強度三個實驗變數形成2x2x2 的因子設計，加上兩個控制組，一共設計十組實驗廣告，然後對大學生進行有關知覺相似、知覺偏好(定位效果)、廣告認知、廣告態度、品牌認知、品牌態度、購買意願(溝通效果)等之問卷調查。定位效果主要以多元尺度法分析之，溝通效果則以MANCOVA進行組間比較，再以LISREL檢驗各層級反應間
    的關係。
    研究結果發現:
    l、就定位相似性而言，無論是高涉入或低涉入的產品，關聯的比較性廣告均有很好的效果。差異化的比較性廣告之定位相似效果則不若關聯策略明顯。
    2、就理想點定位而言，隨著廣告訊息表現方式不同，所能吸引到的市場區隔也不同。
    3、比較強度和產品涉入程度的不同並不會影響受測者的屬性記憶，然而隨著比較的方向不同，受測者對屬住的記憶程度則有差異。關聯性比較方式所引起的屬性記憶程度顯著地優於差異化的比較方式。
    4、就廣告可信度而言，高涉入產品利用非比較性廣告引起的廣告可信度顯著地優於明示的比較性廣告，暗示的比較性廣告可信度則介於其中。
    5、至於更進一步的溝通層級反應，在不同的比較強度或比較方向性因子中並沒有顯著差異，換言之，比較性廣告並無法藉其比較的特性來提高消費者的態度和購買意願，其效果與傳統的非比較性廣告無異。
    6、產品的種類不同消費者的購買意願也不相同，通常低涉入產品比較容易透過廣告來刺激消費者的購買意願。
    7、情感移轉假說模式最能表現本研究之溝通層級反應間的關係。
    廣告若能刺激消費者對廣告本身的認知和情感，將可移轉成他對品牌的
    喜好，進而影響其購買意願。
    參考文獻: 參考書目
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    描述: 碩士
    國立政治大學
    企業管理學系
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002005551
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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