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題名 | Effects of Popularity Claim on Ad Believability and Brand Attitude: The Moderating Roles of Advertiser Reputation and Skepticism=受歡迎宣稱對廣告相信度及品牌態度的影響:廣告主信譽及懷疑度的干擾 |
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作者 | 邱玉葉; 方正璽; Chiu, Yu-yeh; Fang, Cheng-his; |
期刊 | 清雲學報 |
出版日期 | 20111000 |
卷期 | 31:4 2011.10[民100.10] |
頁次 | 頁43-60 |
分類號 | 497.014 |
語文 | eng |
關鍵詞 | 受歡迎宣稱; 廣告主信譽; 廣告懷疑度; 社會影響; 廣告相信度; 品牌 態度; Popularity claim; Advertiser reputation; Ad skepticism; Social influence; Advertising believability; Brand attitude; |
中文摘要 | 本研究主要是引用社會影響理論來探討廣告中受歡迎宣稱的勸服效果,是否 會受到廣告主信譽及消費者廣告懷疑度的干擾,根據本研究2 個實驗的研究結果 顯示,當廣告主信譽不佳或消費者對廣告懷疑度高時,廣告主在廣告中使用受歡 迎宣稱,相較於沒有使用受歡迎宣稱,較可能產生較差的廣告相信度和品牌態 度;然而當廣告主信譽佳或消費者對廣告懷疑度低時,廣告主在廣告中使用受歡 迎宣稱,相較於沒有使用受歡迎宣稱,較可能產生較佳的廣告相信度和品牌態 度。此外,本研究也提出受歡迎宣稱的主效果不顯著的解釋,其原因可能是由高 廣告主信譽/低廣告懷疑度所引起的正面效果,和由低廣告主信譽/高廣告懷疑度 所引起的負面效果,相互抵銷的結果。本研究發現使用受歡迎宣稱可能產生負面 的廣告效果,對廣告主提供實務的意涵。 |
英文摘要 | This study specifically applies the notions of social influence perspective (i.e., focuses on informational social influence) to explores the persuasiveness of popularity claims embedded in advertising, as well as the moderating roles of advertiser reputation and consumers’ ad skepticism. The results of two experiments suggest that when advertiser reputation is low or consumers’ ad skepticism is high, advertisers using popularity claims likely produce lower advertising believability and less favorable brand attitudes in an ad-embedded popularity claim condition than in a no popularity claim condition. However, when advertiser reputation is high or consumers’ ad skepticism is low, advertisers using popularity claims are likely to produce positive evaluations. In addition, our research provided an explanation of how the failed main effect of popularity claim could occur. It may be due to the cancel-out effect resulted from the positive effect caused by high advertiser reputation/ low ad skepticism and the negative effect caused by low advertiser reputation/ high ad skepticism. Our findings demonstrated that the use of popularity claim may create negative perceptions of the ad, which have significant implications for advertisers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。