臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：房仲產業之廣告訴求對消費者品牌選擇影響之研究
書刊名：住宅學報
作者：郭幸萍 引用關係／呂信億
作者(外文)：Kuo, Hsing-ping／Lu, Hsin-i
出版日期：2010
卷期：19:2
頁次：頁1-28
主題關鍵詞：房屋仲介；廣告訴求；品牌態度；品牌信任；品牌選擇；Real estate agencies；Advertising appeal；Brand attitude；Brand trust；Brand choice
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(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:34
  • 點閱點閱:77
近年來，房仲業者打破傳統以理性訴求為主之廣告策略，改採用感性訴求之廣告策略，營造出溫馨、夢想及獨立的情景，來感動消費者的目光。因此，探討何種廣告策略能影響消費者對品牌的選擇是相當重要的議題。本研究針對房仲業者之廣告作相關探討，透過理性與感性兩種房仲廣告訴求，來了解何種廣告訴求對消費者較具影響力，並進一步探討房仲廣告效果在消費者的品牌態度、信任與選擇間是否有影響。研究使用AMOS 軟體與線性結構模式進行統計分析，研究結果顯示，消費者對品牌的選擇會受到廣告訴求效果的影響，產生正面之品牌態度、信任；且品牌態度與信任在品牌選擇上，也具有中介效果影響，研究結果未來可供房仲業者作為後續廣告策略選擇之依據。
In recent years, many real estate agencies have tended to use emotional advertising strategies to develop affectionate scenes in order to impress consumers as opposed to adopting rational advertising strategies. Therefore, exploring the kinds of advertising strategies that can best influence consumer decisions/choices has become a critical research issue. In view of this, this study investigates the advertising strategies of real estate agencies by comparing the rational advertising appeal and the emotional advertising appeal in order to develop appropriate strategies to which consumers will respond. Convenience sampling, Structural Equation Modeling and an AMOS software package were employed to collect and analyze the survey data. The results showed that the consumers were influenced by advertisements that induced more positive brand attitudes and brand trust. This study also found that the mediated effect exists when considering brand attitudes and brand trust in making brand choices. The results may provide useful information regarding the strategic advertisement choices for real estate agencies.
期刊論文
1.Drossos, Dimitris、Giaglis, Geroge M.、Lekakos, George、Kokkinaki, Flora、Stavraki, Maria G.(2007)。Determinants of Effective SMS Advertising: An Experimental Study。Journal of Interactive Advertising，7(2)，16-27。  new window
2.林隆儀、涂克明(20061200)。品牌概念形象與廣告訴求方式對廣告效果之影響--涉入程度之干擾效果。真理財經學報，15，77-108。new window  延伸查詢new window
3.Ruiz, S.、Sicilia, M.(2004)。The impact of cognitive and/or affective processing styles on consumer response to advertising appeals。Journal of Business Research，57(6)，657-664。  new window
4.Snyder, M.、DeBono, K. G.(1985)。Appeals to image and claims about quality。Journal of Personality and Social Psychology，49(3)，586-597。  new window
5.蔡佳靜(20060100)。訊息陳述方式、廣告訴求對象與涉入程度對廣告效果之影響--不同產品類別之探討。輔仁管理評論，13(1)，85-106。new window  延伸查詢new window
6.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
7.Hiscock, J.(2001)。Most trusted brands。Marketing，1，32-33。  new window
8.Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer Trust, Value, and Loyalty in Relational Exchanges。Journal of Marketing，66(1)，15-37。  new window
9.Johar, J. S.、Sirgy, M. Joseph(1991)。Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal。Journal of Advertising，20(3)，23-33。  new window
10.李春長(20020200)。房屋仲介市場與經紀人職業倫理。住宅學報，11(1)，35-53。new window  延伸查詢new window
11.余朝權(20060300)。大臺北都會消費者本國中心傾向與對外國服務品牌態度之關係：以國際航空客運業為例。東吳經濟商學學報，52，151-174。new window  延伸查詢new window
12.周美伶、張金鶚(20050100)。購屋搜尋期間影響因素之研究。管理評論，24(1)，133-150。new window  延伸查詢new window
13.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
14.Munuera-Alemán, José Luis、Delgado-Ballester, Elena、Yagüe-Guillén, María Jesús(2003)。Development and Validation of a Brand Trust Scale。International Journal of Market Research，45(1)，1-18。  new window
15.Luarn, Pin、Lin, Hsin-Hui(2005)。Toward An Understanding of The Behavioral Intention Use Mobile Banking。Computers in Human Behavior，21(6)，873-891。  new window
16.Muehling, D. D.、Sprott, D. E.(2004)。The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects。Journal of Advertising，33(3)，25-35。  new window
17.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
18.言靖(2005)。試論商業廣告的感性訴求。河南理工大學學報（社會科學版），6(4)，323-325。  延伸查詢new window
19.Baker, W. E.(2001)。The diagnosticity of advertising generated brand attitudes in brand choice context。Journal of Consumer Psychology，11(2)，129-139。  new window
20.Chang. C.C.(2006)。“Ad Repetition and Variation in a Competitive Ad Context。Journal of Management，23(6)，765-784。  new window
21.Chakravarti, A.、J. Xie(2006)。The Impact of Standards Competition on Consumers: Effectiveness of ProductInformation and Advertising Formats,”。Journal of Marketing Research，43，224-236。  new window
22.Chiou, W. B., C. S. Wan、H. Y. Lee(2008)。“Virtual Experience vs. Brochures in the Advertisement of Scenic Spots: How CognitivePreferences and Order Effects Influence Advertising Effects on Consumers,”。Tourism Management，29，146-150。  new window
23.Frew, J. R.、G. D. Jud(1998)。The Value of a Real Estate Franchise,”。Areuea Journal，14 (2)，374-383。  new window
24.Jeon, J. O.、Beatty, S. E.(2002)。Comparative Advertising Effectiveness in Different National Cultures。Journal of Business Research，55(11)，901-913。  new window
25.Polyorat, K.、Alden, D. L.(2005)。Self-construal and Need-for-cognition Effects on Brand Attitudes and PurchaseIntentions in Response to Comparative Advertising in Thailand and the United States。Journal of Advertising，34(1)，37-48。  new window
26.Sicilia, M., S. Ruiz、N. Reynolds(2005)。“Attitude Formation Online: How the Consumer’s Need for Cognition Affects the Relationship between Attitude towards the Website and Attitude towards the Brand,”。International Journal of Market Research，8(2)，139-154。  new window
27.Nasco, S. A.、Bruner, G. C., II.(2007)。Perceptions and Recall of Advertising Content Presented on Mobile Handled Devices。Journal of Interactive Advertising，7(2)，51-62。  new window
28.Tseng, C. H.、Y. P. Wang(2007)。“Does Brand Trust Influence Brand Extension? An Empirical Evidence in Taiwan,”。Pan-Pacific Management Review，9(1)，1-23。  new window
29.Cotte, J., R. A. Coulter、M. Moore(2005)。“Enhancing or Disrupting Guilt: The Role of Ad Credibility and Perceived ManipulativeIntent,”。Journal of Business Research，58，361-368。  new window
30.Teng, L.、M. Laroche(200)。“Building and Testing Models of Consumer Purchase Intention in Competitive andMulticultural Environments,”。Journal of Business Research.，60，260-268。  new window
會議論文
1.祝鳳岡(1998)。《廣告策略之探討－系統建構觀點》。  延伸查詢new window
研究報告
1.行政院經濟建設委員會(2007)。《住宅需求動向季報》。  延伸查詢new window
學位論文
1.楊勝凱(2004)。媒體資訊、品牌態度與住宅偏好對購屋意圖影響之研究(碩士論文)。國立成功大學。  延伸查詢new window
2.林浩哲(2004)。感性訴求廣告對於不同生活型態族群廣告效果之研究(碩士論文)。銘傳大學。  延伸查詢new window
3.徐靜儀(2002)。廣告訴求對廣告效果影響之研究--以網頁廣告為例(碩士論文)。東吳大學。  延伸查詢new window
圖書
1.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey：Prentice-Hall Inc.。  new window
2.Kotier, Philip(2001)。A Framework for Marketing Management。Prentice-Hall。  new window
3.李茂能(2006)。結構方程模式Amos之簡介及其在測驗編制上之應用: Graphics & Basic。臺北：心理。  延伸查詢new window
4.徐達光(2003)。消費心理學--消費者行為的科學研究。臺北市：東華。  延伸查詢new window
5.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
6.Simon, D.(1971)。The Management of Advertising。New Jersey：Prentice-Hall。  new window
7.Donald, D. W.(1955)。Basic Text in Advertising。Pleasantville, N. Y.：Printers Ink。  new window
8.Mueller, B.(1996)。International Advertising: Communicating Across Cultures。Belmont, CA：Wadsworth Publishing Company。  new window
9.吳萬益(2008)。企業研究方法。臺北：華泰文化事業股份有限公司。  延伸查詢new window
10.Churchill, G. A. Jr.(1995)。Marketing Research: Methodological Foundations。The Dryden Press。  new window
11.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
12.周文賢(2002)。多變量統計分析：SAS/STAT使用方法。智勝文化事業有限公司。  延伸查詢new window
13.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
14.陳順宇(2005)。多變量分析。華泰文化事業股份有限公司。  延伸查詢new window
15.柳婷(2005)。廣告與行銷。台北：。  延伸查詢new window
16.洪賢智(2007)。《廣告原理與實務》。台北：。  延伸查詢new window
17.曾光華(2010)。行銷管理：理論解析與實務應用。台北：前程企業管理有限公司。  延伸查詢new window
18.Bridge, H. P.(1950)。Practical advertising: a comprehensive guide to the planning and preparation of modern advertising in all of its phase。New York：Rinehart。  new window
19.Hotchkiss, G. B.(1949)。Advertising Copy, 3th ed.。New York。  new window
20.Kotler, P.(2005)。Marketing Management。New Jersey：Pearson Education Inc.。  new window
圖書論文
1.Thompson, B.(2000)。Ten commandments of structural equation modeling。Reading and understanding more multivariate statistics。Washington, DC：American Psychological Association。  new window
2.Wood, Gavin、Maclennan, Duncan(1982)。Search Adjustment in Local Housing Markets。Modelling Housing Market Search。Croom Helm。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：952（臺灣：944，外國：8） ／ 本年度總使用人次：2133566 ／ 訪客人次（自102年09月）：67928869
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上