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題名：產品知識、涉入程度對處方藥藥商廣告效果之影響
書刊名：行銷評論
作者：黃銘章／孫詩蘋
作者(外文)：Huang, Ming-chang／Sun, Shih-ping
出版日期：2008
卷期：5:1
頁次：頁81-103
主題關鍵詞：產品知識；涉入；廣告效果；處方藥廣告；Product knowledge；Involvement；Advertising effect；Prescription medication advertisement
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(6) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:11
  • 點閱點閱:87
在處方藥廣告尚未解禁的國家或地區（例如台灣），處方藥藥商廣告之內容受法令限制，不得揭露藥品名稱及療效，因此，藥商常以醫藥新知或健康提醒做為廣告訴求，希望引起消費者的注意，進而誘發進一步的行為。然而，這類廣告訴求能否產生效果？本研究從消費者角度，探討消費者的產品知識與涉入程度對處方藥藥商廣告效果之影響，以中部地區四所醫藥相關大學與四所傳統大學的學生為受測者，總計回收449份有效問卷。研究結果發現，產品知識與涉入程度，對處方藥藥商廣告的察覺有正向的影響，而產品涉入程度高之受測者，也對廣告訊息內容產生較正面的廣告情感態度，但產品知識對於處方藥藥商廣告之情感態度無顯著影響。
Identified branded medications or curative effects are not permitted to appeal directly to customers in those countries where prescription medication advertising was prohibited. The medical firms used the appeals like "we cared about you" or "see your doctor" teach customers. Dose these kinds of advertisements can attract customers? The purpose of this research is to examine the influence of product knowledge and involvement on the effect of prescription medication advertisement. Participants were undergraduate students who were selected form 4 medical and 4 traditional universities around Taichung. 449 valid samples were collected. The results show that both knowledge and involvement have positive effect on the awareness of prescription medication advertising. Regarding the attitude toward the prescription medication advertisement, the more highly participants involve, the more positive their attitude are. The effect of knowledge on the participants' attitude of prescription medication advertisement is not significant.
期刊論文
1.彭縱仁、練乃華(20050800)。廣告音樂在不同涉入型態下之效果與影響機制。管理學報，22(4)，415-428。new window  延伸查詢new window
2.陳文玲(20020700)。臺灣廣告學術研究面貌之初探。廣告學研究，19，1-33。new window  延伸查詢new window
3.Meeds, Robert(2004)。Cognitive and attitudinal effects of technical advertising copy: The role of gender, self-assessed and objective consumer knowledge。International Journal of Advertising，23(3)，309-335。  new window
4.Cowley, Elizabeth、Mitchell, Andrew A.(2003)。The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information。Journal of Consumer Research，30(3)，443-454。  new window
5.Eagle, Lynne、Chamberlain, Kerry(2004)。Prescription Medication Advertising: Professional Discomfort and Potential Patient Benefits--Can the Two Be Balanced?。International Journal of Advertising，23(1)，69-90。  new window
6.Main, Kelley J.、Argo, Jennifer J.、Huhmann, Bruce A.(2004)。Pharmaceutical Advertising in The USA: Information or Influence?。International Journal of Advertising，23(1)，119-142。  new window
7.Menon, Ajit M.、Deshpande, Aparna D.、Zinkhan, George M.、Perri III, Matthew(2004)。A Model Assessing the Effectiveness of Direct-To-Consumer Advertising: Integration of Concepts and Measures from Marketing and Healthcare。International Journal of Advertising，23(1)，91-118。  new window
8.Miller, Kenneth E.、Waller, David S.(2004)。Attitudes Towards DTC Advertising in Australia: An Exploratory Study。International Journal of Advertising，23(3)，389-404。  new window
9.Reast, Jon D.、Palihawadana, Dayananda、Spickett-Jones, Graham(2004)。UK Physicians' Attitudes Towards Direct-to-Consumer Advertising of Prescription Drugs: An Extension and Review。International Journal of Advertising，23(2)，229-251。  new window
10.Roth, Martin S.(2003)。Message Effects on DTC Prescription Drug Print Advertising Awareness。Journal of Advertising Research，43(2)，180-192。  new window
11.White, Hugh J.、Draves, Lindsey P.、Soong, Roland、Moore, Chris(2004)。‘Ask Your Doctor!’ Measuring the Effect of Direct-to-Consumer Communications in the World's Largest Healthcare Market。International Journal of Advertising，23(1)，53-68。  new window
12.張重昭、黃麗霞、沈致瑋(20010600)。消費者的經驗與知識對外部資訊搜尋量的影響。臺大管理論叢，11(2)，197-237。new window  延伸查詢new window
13.Maheswaran, Durairaj、Sternthal, Brian(1990)。The effects of knowledge, motivation, and type of message on ad processing and product judgments。Journal of Consumer Research，17(1)，66-73。  new window
14.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
15.Russell, Cristel Antonia(2002)。Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude。Journal of Consumer Research，29(3)，306-318。  new window
16.Krugman, Herbert E.(1965)。The impact of television advertising:Learning without involvement。Public Opinion Quarterly，29(3)，349-356。  new window
17.Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。  new window
18.Moorthy, Sridhar、Ratchford, Brian T.、Talukdar, Debabrata(1997)。Consumer Information Search Revisited: Theory and Empirical Analysis。Journal of Consumer Research，23(4)，263-277。  new window
19.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
20.Wright, Peter L.(1973)。The Cognitive Processes Mediating acceptance of Advertising。Journal of Marketing Research，10(1)，53-62。  new window
21.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
22.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
23.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
24.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
25.Kumar, Anand、Krishnan, Shanker(200403)。Memory Interference in Advertising: A Replication and Extension。Journal of Consumer Research，30，602-611。  new window
26.Swasy, John L.、Rethans, Arno J.(1986)。Knowledge Effect on Curiosity and New Product Advertising。Journal of Advertising，15(4)，28-34。  new window
會議論文
1.何雍慶、陳正龍、蘇子炘(2004)。顧客產品知識、媒體類型與廣告訴求對廣告效果之研究。2004中華民國商業流通研討會。國立高雄第一科技大學。49-63。  延伸查詢new window
學位論文
1.丘新華(2002)。廣告訴求及產品類型對廣告效果影響之研究(碩士論文)。義守大學。  延伸查詢new window
2.林建瑋(2004)。廣告代言人、事實訊息線索與知識結構對廣告訊息理解效果之影響(碩士論文)。國立嘉義大學。  延伸查詢new window
3.劉若蘭(2001)。訊息訴求、訊息正反性、訊息來源可信度、與消費者認知需求對廣告效果之影響(碩士論文)。國立成功大學。  延伸查詢new window
4.薛承甫(2000)。消費性產品涉入程度與造形選擇關係之研究--以行動電話為例(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.黃俊英(2003)。企業研究方法。台北：東華。  延伸查詢new window
2.行政院衛生署(2004)。藥事法。  延伸查詢new window
3.Johansson, Johny K.(2003)。Global Marketing。New York：McGraw-Hill Companies, Inc.。  new window
4.Dutka, Solomon、郭貞(1997)。廣告目標與測定。台北：滾石文化。  延伸查詢new window
5.Wells, William、Burnett, John、Moriarty, Sandra E.、陳尚永、洪雅慧、蕭富峰(2002)。廣告學。臺北：華泰。  延伸查詢new window
6.劉美琪、許安琪、漆梅君、于如心(2000)。當代廣告--概念與操作。台北：學富。  延伸查詢new window
7.周文賢(2000)。多變量統計分析：SAS/STAT使用方法。臺北：智勝文化事業有限公司。  延伸查詢new window
8.王濟川、郭志剛(2005)。Logistic迴歸模型--方法與應用。台北：五南圖書。  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.黃俊英、林震岩(1994)。SAS精析與實例。臺北市：華泰書局。  延伸查詢new window
11.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
12.Petty, Richard E.、Cacioppo, John T.(1981)。Attitudes and Persuasion: Classic and Contemporary Approaches。William C. Brown。  new window
 
 
 
 
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