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題名:廣播廣告說服效果研究:以推敲可能性模式分析
書刊名:中國廣告學刊
作者:林素真翁淳宏
出版日期:2008
卷期:13
頁次:頁59-75
主題關鍵詞:推敲可能性模式廣告效果廣播廣告
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:301
  • 點閱點閱:98
廣播產業堀起以來,不斷受到新興媒介的威脅。廣播雖然被視為逐漸凋零的傳統謀介,但其以聽覺為主的媒體特性,具有其他媒體無法取代的地位。廣播產業主要以廣告為主要營收,廣播廣告是否具有說服效呆是產業能否持續經營的重要議題。 本研究以推敲可能性模式 (ElaborationLikelihood Model, ELM) 在以聽覺為主 的廣播廣告上應用,為近年來圈內少數廣播廣告相關研究。研究方法採實驗法,為 2(論點品質 : 強或弱論點品質) x2 (傳播者特質 : 高可信或吸引力傳播者)的兩因子實驗。探討不同說服路徑對於廣播廣告所產生的說服效果差異。 本研究結果顯示,對廣告產品涉入程度較高的受測者暴露在論點品質較強的廣播廣告時,會對廣告態度、品牌態度、廣告可信度及廣告認知度上有較好的評價。 若廣告使用強論點品質搭配高可信傳播者,則會使高涉入度受測者在廣告態度和品牌態度上產生較好的評價。此外,廣告中若出現具吸引力的女性傳播者時,男性會比女性受測者產生較高的品牌態度、廣告可信度與行為意圖評價。
期刊論文
1.Sewall, M. A.、Sarel, D.(1986)。Characteristics of radio commercials and their recall effectiveness。Journal of Marketing,50(1),53-60。  new window
2.謝雅婷(2005)。傳統媒體等於過氣媒體?。廣告Adm雜誌,175,62-63。  延伸查詢new window
3.Bolls, P. D.、Lang, A.(2003)。I saw it on the radio: The allocation of attention to high imagery radio advertisements。Media Psychology,5,33-55。  new window
4.Holloway, A.(2006)。Sound bytes。Canadian Business,79(4),52-53。  new window
5.Klaassen, A.(2005)。IPod threatens $20B radio-ad biz。Advertising Age,76,1-57。  new window
6.Yalch, R. F.、Elmore-Yalch, R.(1984)。The effect of numbers on the route to persuasion。Journal of Consumer Research,11(1),522-527。  new window
7.Yang, C.、Sager, I.(2004)。Could local radio K.O. satellite?。Business Week,3865,13。  new window
8.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research,12(3),341-352。  new window
9.Homer, P. M.、Kahle, L. R.(1990)。Source expertise, time of source identification, and involvement in persuasion: An elaborative processing perspective。Journal of Advertising,19(1),30-39。  new window
10.Yoo, Changjo、MacInnis, Deborah(2005)。The Brand Attitude Formation Process of Emotional and Informational Ads。Journal of Business Research,58(10),1397-1406。  new window
11.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research,24(5),33-41。  new window
12.Lord‚ K. R.、Lee‚ M. S.、Sauer‚ P. L.(1995)。The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude Toward the Ad。Journal of Advertising,24(1),73-85。  new window
13.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising,15(2),4-34。  new window
14.MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。  new window
15.Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research,31(1),46-54。  new window
16.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。  new window
17.Baker, Michael J.、Churchill, Gilbert A. Jr.(1977)。The Impact of Physically Attractive Models on Advertising Evaluations。Journal of Marketing Research,14(4),538-555。  new window
18.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research,23(2),130-143。  new window
學位論文
1.張志豐(1995)。訴求客觀性對消費者態度之影響:以大學生為例(碩士論文)。國立中興大學。  延伸查詢new window
2.Szczepanski, C. M.(2006)。General and special Interest magazine advertising and the Elaboration Likelihood Model: A comparative content analysis and investigation of the effects of differential route processing execution strategies(博士論文)。University at Buffalo, State University of New York。  new window
3.趙玉琪(2006)。廣告之中央路徑與周邊路徑決策對消費者品牌態度之影響(碩士論文)。逢甲大學,臺中。  延伸查詢new window
圖書
1.翁秀琪(2003)。大眾傳播理論與實證。台北:三民。new window  延伸查詢new window
2.黃新生、關尙仁、劉幼琍、吳奇爲(1992)。廣播與電視。台北:空中大學。  延伸查詢new window
3.楊仲揆(1984)。實用廣播電視學。台北:正中。  延伸查詢new window
4.Dainton, M.、Zelley, E. D.(2004)。Applying communication theory for professional life: A practical introduction。London:Sage Publications。  new window
5.蔡念中、林亦堂、黃雅琴、劉恩良、陳齢慧、董素蘭(1998)。大眾傳播概論。台北:五南圖書出版股份有限公司。  延伸查詢new window
6.莊克仁(1996)。廣播節目企劃與製作。台北:五南圖書出版公司。  延伸查詢new window
7.莊克仁(1998)。電台管理學:ICRT電台策略性管理模式。臺北:正中。  延伸查詢new window
8.楊世瑩(2005)。SPSS統計分析實務。臺北市:旗標出版股份有限公司。  延伸查詢new window
9.吳明隆(2003)。SPSS統計應用學習實務:問卷分析與應用設計。臺北市:知城數位科技股份有限公司。  延伸查詢new window
10.林東泰(1999)。大眾傳播理論。台北:師大書苑。new window  延伸查詢new window
11.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
12.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York:Springer-Verlag。  new window
其他
1.陳清芳(20060929)。新近視雷射手術全程不用刀成功率高收費貴,http://news.yam.com/cna/healthy/200609/20060929381631.html, 2007/03/08。  延伸查詢new window
2.(2004)。廣播電視白皮書第三章無線廣播,http://info.gio.gov.tw/ct.asp?xItem=1311, 2006/09/27。  延伸查詢new window
圖書論文
1.Katz, D.、Scotland, E.(1959)。A preliminaiy statement to a theory of attitude structure and change。Psychology: A study of science。NY:MC Grew Hill。  new window
 
 
 
 
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