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來源資料
頁籤選單縮合
題 名 | 以廣告態度中介模式驗證比較性廣告效果=An Empirical Study of Attitude Toward the Ad as a Mediator in Testing the Effectiveness of Comparative Advertising |
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作 者 | 葉明義; 陳志賢; | 書刊名 | 管理學報 |
卷 期 | 16:1 1999.03[民88.03] |
頁 次 | 頁1-19 |
分類號 | 497 |
關鍵詞 | 比較性廣告; 廣告態度中介模式; 產品涉入; 理性/感性; 結構方程模式; Comparative advertising; Attitude toward the ad as a mediator; Product involvement; Thinking/feeling; LISREL; |
語 文 | 中文(Chinese) |
中文摘要 | 比較性廣告之效果一直存有爭議。本研究異於以往採虛擬品牌及虛擬平面廣告為 對象的研究方法,改用廠商實際之電視廣告為標的,將廣告面及品牌面變數以層級效果模式 之架構,結合成廣告態度中介模式,以探討明示品牌比較性廣告之效果,並比較產品涉入及 理性 / 感性兩變數對廣告態度中介模式的影響。LISREL 分析的結果並不支持比較性廣告之 效果。 本研究提出一新的假說模式,在適合度上較 MacKenzie,Lutz & Belch ( 1986 )之廣告 態度中介模式的四個假說為佳。 依產品涉入及理性 / 感性進行區隔後,本研究發現各區隔 之最適模式有所不同, 且產品涉入及理性 / 感性對比較性廣告效果,亦有同異互現之影響 。 |
英文摘要 | Past studies on the effectiveness of comparative advertising have shown controversial results. Instead of using fictitious brand and fictitious print advertisement, this study used a real TV commercial for an existing product as the testing target. Variables related to advertising and brand were added to the extended hierarchy of effects model to form an integrated model with the purpose of exploring the effectiveness of explicit brand comparative advertising. In addition, consumers' product involvement and thinking/feeling were included to exam their impact on the model. MacKenzie, Lutz & Belch (1986) proposed four hypotheses describing how attitude toward an ad mediates advertising effectiveness. Based on the LISREL analyses, none of the GFIs for those four alternatives showed satisfactory fit. A modified model was proposed. When consumer's product involvement and thinking/feeling were considered, mixed results were observed. |
本系統中英文摘要資訊取自各篇刊載內容。