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題名：電視廣告效果評估之研究-台灣鮮乳標章之個案分析
作者：李佳臻
作者(外文)：Chia-Chen Lee
校院名稱：國立中興大學
系所名稱：農業經濟學系
指導教授：詹益郎
學位類別：博士
出版日期：2001
主題關鍵詞：廣告內容；情緒；對廣告的態度；對品牌的態度；路徑係數；ad content；emotion；the attitude toward the ad；the attitude toward the brand；path coefficient
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摘要
在現今高度競爭與大量消費的時代，廣告因能加強觀眾對廣告品牌的印象，進而激發購買意願而受到廠商的重視。媒體廣告之中，以電視廣告最受青睞。這是因為電視廣告最能深入個人的生活、最具促使觀眾產生購買行為的潛能。行政院農業委員會於推行鮮乳標章宣導工作時，經費的分配也是以電視廣告為最多。
然而，不同的廣告可能會發現不同的內容因素，不同的受測者可能會發現不同的情緒反應。因此，本論文乃以台灣無線電視台所播放的廣告為樣本，依據本論文所提出的廣告內容影響消費者對品牌的態度之形成模型，利用因素分析與路徑分析，推估出符合台灣消費者受到電視廣告內容影響而形成對品牌的態度之因果關係模型。再以無線電視台播放的鮮乳標章廣告為例，採用該實證模型，進行廣告效果評估。
本論文主要的研究目的為：(1)不同的廣告內容對品牌態度形成會有何影響。(2)不同的情緒對形成品牌態度會有何影響。(3)不同的廣告態度對品牌態度會有何影響。(4)評估鮮乳標章電視廣告對於形成消費者對鮮乳標章的態度之影響。
由本論文的實證研究，得到主要的結論如下：
1. 每一種廣告內容因素對於每一種「對品牌的態度」因素之影響過程與方向均不一樣
2. 內容因素所誘出的每一種情緒因素對於「對品牌的態度」因素之影響過程與方向都不同
3. 情緒因素所形成的每一種「對廣告的態度」因素對於個別「對品牌的態度」因素之影響過程與方向皆不相同
4. 不同的廣告內容因素影響「對品牌的態度」形成之路徑都不一樣
5. 台灣無線電視台所播放的廣告，包含有生動的、客觀的、具危機意識的、超時代的、道德的與喚起需要的等六種內容因素。能促使觀眾對於廣告品牌形成正面之態度的內容因素，以生動的、超時代的效果最大，其次為客觀的、喚起需要的，具危機意識與道德的內容因素效果最小。
6. 目前所播放的鮮乳標章電視廣告內容雖不生動卻也不覺得嚴肅單調；含有喚起恐懼、焦慮或緊張不安的內容，但是並不強烈；比較強調品質、利益與效率；較為單純、舊式或不新奇；具有較強的心靈、道德、責任或慾望的訴求。這些內容因素將會使受測者產生中度的購買意願、對鮮乳標章形成不好也不壞的印象以及在原先對鮮乳標章的態度上沒有任何增強效果。
Abstract
The vast integration of TV into our daily lives, and its potential for shaping viewers’ behavior, attract marketers’ deep concern toward the TV advertisement in the modern society of mass consumption. A large proportion of the promotion expenditure of Taiwan fresh milk logo provided by the Council of Agriculture, CABINET, R.O.C. was spent in the TV advertisement.
Generally speaking, one might find different content dimensions in different commercials. Also, one might find different emotional responses in different respondents. Therefore, this paper use the TV advertisement in Taiwan as a sample to evaluate the causal relationship of the ad content affecting the attitude toward the brand in Taiwan by the factor analysis and the path analysis. Then, the model of the ad content affecting the attitude toward the brand in Taiwan is utilized for the case study of Taiwan fresh milk logo.
The main purpose of this paper include: (1) How did the different ad content affect the attitude toward the brand? (2) How did the different emotion affect the attitude toward the brand? (3) How did the different attitude toward the ad affect the attitude toward the brand? (4) The case study for Taiwan fresh milk logo.
The empirical results from this analysis and case study are concluded as follows:
1. The different ad content has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction.
2. The different emotion has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction.
3. The different consumers’ attitude toward the ad has various affecting toward the consumers’ attitude of the brand, in terms of the extent and direction.
4. The different ad content has the different path of affect toward the consumers’ attitude of the brand.
5. The television ad contents that could render a positive attitude toward the brand in Taiwan, are listed sequence as follows: lively, out of mundane, objective, moral, and threatening.
6. The current television ad content of Taiwan fresh milk logo has neither lively nor serious. It contains a little of terror, anxiety, tense. It is simple, old- fashioned, non-novelty. It stresses quality, benefits and efficiency. It also contains strong virtue, spirituality, and duty appeal. The effect of this television ad content has certain affect toward the consumers’ attitude toward the fresh milk logo. It has moderate influence toward consumers’ purchase intense. It neither exhibit good nor bad image, and has no reinforcement effect.
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