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頁籤選單縮合
題 名 | 網路比較性廣告、產品涉入對廣告效果之影響=The Influences of Web Comparative Advertising, Product Involvement on Advertising Effectiveness |
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作 者 | 張威龍; 鄭如珍; | 書刊名 | 萬能學報 |
卷 期 | 25 2003.08[民92.08] |
頁 次 | 頁307-325 |
分類號 | 497.468 |
關鍵詞 | 比較性廣告; 產品涉入; 廣告效果; Comparative advertising; Product involvement; Advertising effect; |
語 文 | 中文(Chinese) |
中文摘要 | 過去研究顯示,比較性廣告有利於消費者與廠商且具有良好的廣告效果。然而,此結果是否亦適用於新崛起的網際路媒體之應用?據此,本研究主要在探討網路比較性廣告在不同程度的產品涉入下對廣告效果之影響。研究以學生為對象,採用虛擬品牌透過超文字及圖片呈現比較方式,並以實驗法及變異數分析來驗證。研究結果顯示:1.不論關聯式或差異式比較性廣告只對購買意願有顯著差異。2.涉入程度只對購買意願有顯著效果。3.比較性廣告與涉入的互動效果顯示對廣告回憶、態度與購買意願均有顯著效果。4.關聯式比較策略在低涉入產品比差異式更顯著。 |
英文摘要 | According to past academics researches' comparative advertising is good for both customers and business firm. However, is this result suitable for the applying of the new advertising medium-Internet? The purpose of this research is to dissertate the influences of web comparative advertising on advertising effectiveness with product involvement. Junior college students was investigated. They observed on internet the ads, presented in text or illustration by hyperlink with fictitious brands, then answer the questionnaire. ANOVA/DUNCAN was employed to analyze collected data. The results from the experimental study indicate 1、associate or differential comparative advertising has significant effects on click intention 2、Product involvement has effect on click intention 3、the interaction effect of comparative ad and product involvement has significant effect to recall、attitude and click intention 4、associate comparative strategy has greater significant effect than differential in low product involvement. |
本系統中英文摘要資訊取自各篇刊載內容。