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姓名 楊舒閔(Shu-min Yang) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 95學年第2學期
論文名稱(中) 線上促銷方式及互動性對廣告效果之影響
論文名稱(英) The impact of the mode and interactivity of online promotion on advertising effect
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    摘要(中) 隨著同質化產品的激烈競爭環境下,消費者有太多的產品可供選擇,而促使企業紛紛採行各式各樣的促銷活動來提高銷售量以搶佔市場佔有率。然而,大部分的消費者往往經由廣告來得知企業正在推行促銷活動,例如消費者可由入口網站的橫幅廣告或是其他廣告類型發現廠商舉辦商品促銷活動,這一類的廣告屢見不鮮。因此,對消費者來說,線上促銷訊息的呈現是一種廣告,換句話說是結合促銷與廣告特性的一種廣告。因而促成以廣告效果來衡量線上促銷效果成效為何之動機。
    本研究旨在探討網際網路上兩種不同類型的價格導向(折扣優待)促銷方式及非價格導向(贈品)促銷方式對廣告效果之影響,並考量網際網路這新興媒介才特有的互動性特點(內容互動的有無)以探討不同的情境下的影響效果,以及加入產品品牌形象的品牌聯想類型(功能性類型、象徵性類型)為干擾變項,以釐清其對消費者購買行為之影響。
    本研究採取實驗法,便利抽樣中山大學約240名學生進行實驗。將學生依人數每30人為一組,分別進行8組((價格導向與非價格導向之促銷廣告)×(有內容上互動與無內容上互動)×(功能性與象徵性的品牌形象之品牌聯想類型))不同實驗情境的實驗研究。研究發現兩個自變數即不同的促銷方式和互動性之有無的確會影響廣告效果。品牌形象聯想類型對於促銷方式和廣告效果之間的關係有影響效果。最後是品牌形象聯想類型對於互動性的有無和廣告效果的關係不具干擾效果。
    摘要(英) With the keen competition of the same product, consumers have many products to choose, so that many promotional activities are held to raise the market share. However, almost consumers are aware of the promotional activities through an advertising, such as a banner on the portal site. Indeed, we all see these kinds of advertisings in our life. Thus, promotional message is an advertising to a consumer, and it is also an advertising which combines promotion and advertising. That why I measure the promotion effects on the Internet according to the advertising effects.
    First of all, I want to know how the two kinds of promotions which are called price-promotion and non-price-promotion to affect the advertising effects. Secondly, I want to know how the interactivities which only exits on the Internet to affect the advertising effects. Finally, I use product brand image as a moderating variables to know how it affect consumer behavior.
    Between-subject factorial design, price-promotion and non-price-promotion arrange in pairs content-interactivities and non-content-interactivities arrange in pairs functional brand image and symbolic brand image is employed in my study. I pick up 240 students of NSYSU in convenience, and these students are divided into eight groups, and each group contains 30 students. The results show that: Two kinds of promotions will affect advertising effects. Interactivities will affect advertising effects. Brand image has moderate effect to the relationship between promotion and advertising. Finally, Brand image has no moderate effect to the relationship between interactivities and advertising.
    關鍵字(中)
  • 品牌形象
  • 互動性
  • 廣告
  • 促銷
  • 關鍵字(英)
  • promotion
  • advertising
  • interactivity
  • brand image
  • 論文目次 第一章 緒論--------------------------------------------------1
    第一節 研究背景與動機-----------------------------------------1
    第二節 研究問題以及研究目的--------------------------------3
    第三節 研究步驟--------------------------------------------4
    第二章 文獻探討--------------------------------------------5
    第一節 促銷----------------------------------------------------6
    第二節 廣告---------------------------------------------------16
    第三節 線上廣告的互動特性之相關研究------------------21
    第四節 廣告效果理論-------------------------------------------24
    第五節 線上廣告效果的衡量---------------------------------31
    第六節 促銷和廣告效果的關係研究------------------------36
    第七節 品牌形象下的品牌聯想類型------------------------38
    第三章 研究方法-------------------------------------------45
    第一節 研究架構與方法--------------------------------------45
    第二節 研究變數的操作型定義與衡量---------------------47
    第三節 研究假說-----------------------------------------------50
    第四節 實驗設計-----------------------------------------------51
    第五節 分析方法-----------------------------------------------66
    第四章 資料分析-------------------------------------------68
    第一節 分析內容-----------------------------------------------68
    第二節 分析結果-----------------------------------------------69
    一、敘述性統量-------------------------------------------69
    二、信效度分析-------------------------------------------70
    三、主效果與交互效果分析---------------------------------74
    四、顯著效果的探討---------------------------------------79
    五、研究發現---------------------------------------------86
    六、假說驗證結果-----------------------------------------90
    第五章 結論與建議---------------------------------------------92
    第一節 研究結論-----------------------------------------------93
    第二節 研究貢獻-----------------------------------------------97
    第三節 研究限制-----------------------------------------------99
    第四節 後續研究建議----------------------------------------101
    參考文獻---------------------------------------------------------104
      中文文獻------------------------------------------------------104
      英文文獻------------------------------------------------------106
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    口試委員
  • 賴香菊 - 召集委員
  • 李雅靖 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2007-07-19 繳交日期 2007-08-13

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