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題名：公益廣告效果態度中介模式之研究
書刊名：臺大管理論叢
作者：翁景民
作者(外文)：Weng, Ching-min
出版日期：1996
卷期：7:2
頁次：頁127-146
主題關鍵詞：廣告中介模式；公益廣告；意象屬性；涉入；Ad-mediator model；Public-benefit advertising；Image attribute；Involvement
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:0
  • 點閱點閱:64
廣告中介模式自八○年代提出以後，經多次修正或重新詮釋，目前模式的適合性，高信度及結構的完整，似已成廣告效果研究之主要模式之一。 然而對高意象屬性的公益形象廣告目前鮮有研究出現，是否廣告中介模式仍適合解釋闡明公益廣告？涉入程度是否影響廣告效果？四種不同解釋模式中，公益廣告較適合之何種模式來解釋呢？此為本研究之三大重點。透過實驗設計，針對學生及企業經理人之調查，以LISREL方法檢測後，發現DMH模式較適合解釋公益廣告，顯示由於公益廣告強化了品牌形象，使得品牌形象及對廣告態度產生交互作用。
The role of attitude toward the as the mediator of advertising effectiveness has been discussed and modified many times since 1980. The fitness of model, reliability of model comparison, and structural completeness of model has become a main research stream of advertising effectiveness. However, there exists an issue that whether public-benefit advertising can be explained and tested by mediator model. After an experimental design on 120 graduate students and 130 businessman through the LISREL test. It is found that involvement do have a strong influence on the model and the goodness of fit on the Public-benefit advertising is also reasonably high. Moreover, the dual mediation hypothesis (DMHI) of mediator model elaborates public-benefit advertising well.
期刊論文
1.Gorn, G. J.(1982)。The effect of music in advertising on choice behavior: A classical conditioning approach。Journal of Marketing，46(1)，94-101。  new window
2.Miniard, P. W.、Bhatla, S.、Rose, R. L.(1990)。On the formation and relationship of ad and brand attitudes: an experimental and causal analysis。Journal of Marketing Research，27(3)，290-303。  new window
3.Petty, R. E.、Cacioppo, J. T.(1981)。Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context。Advances in Consumer Research，8，20-24。  new window
4.曾玉萍(1993)。公益廣告的真面目。廣告雜誌。  延伸查詢new window
5.Burton, S.、Zinkhan, G. M.(1988)。An Exploratory Investigation of the Dimension Underlying Attitude Toward the Ad and their effect on Purchase Behavior。Journal of Consumer Research，15，180-191。  new window
6.Burbe, M. C.、Edell, J. A.(1986)。Ad Reactions Over Time: Capturing changes in the Real World。Journal of Consumer Research，13，114-118。  new window
7.Burton, Scot、Lichtenstein, Donald R.(1988)。The Effect of Ad claims and Ad context on Attitude Toward the Advertisement。Journal of Advertising，17(1)，3-11。  new window
8.Lutz, R. J.、Mackenzie, S. B.、Belch, G. E.(1982)。Attitude Toward the Ad as a Mediator of Advertising Effectiveness and Consequence。Advances in Consumer Research，10，10-17。  new window
9.Mackenzie, S. B.、Lutz, R. J.(1989)。An Empirical Examination of the Structure Antecedents of Attitude Toward the Ad in an Advertising Pretesting Contest。Journal of Marketing，53，48-65。  new window
10.Mittal, B.(1990)。The Relative Role of Brand Beliefs and attitude Toward the Ad as Mediators of Brand Attitude: a second Look。Journal of Marketing Research，27，209-219。  new window
11.Swasy, J. L.、Munch, J. M.(1985)。Examining the Target of Receiver Elaborations: Rhetorical Question Effects on Source Processing and Persuasion。Journal of Consumer Research，11(4)，877-897。  new window
12.Park, C. Whan、Young, S. Mark(1986)。Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation。Journal of Marketing Research，23(1)，11-24。  new window
13.Homer, P. M.(1990)。The mediating role of attitude toward the ad: Some additional evidence。Journal of Marketing Research，27(1)，78-86。  new window
14.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。  new window
15.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
16.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
17.Kapferer, Jean-Noel、Laurent, Gilles(1985)。Consumer involvement profiles: a new practical approach to consumer involvement。Journal of Advertising Research，25(6)，48-56。  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
19.Mitchell, Andrew A.、Olson, Jerry C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?。Journal of Marketing Research，18(3)，318-332。  new window
20.Miniard, Paul W.、Bhatla, Sunil、Lord, Kenneth R.、Dickson, Peter R.、Unnava, H. R.(1991)。Picture-based Persuasion Processes and the Moderating Role of Involvement。Journal of Consumer Research，18(1)，92-107。  new window
學位論文
1.方淑慧(1989)。比較性廣告之定位與溝通效能研究(碩士論文)。國立政治大學。  延伸查詢new window
2.王學孔(1986)。企業形象對消費決策影響之研究(碩士論文)。國立政治大學。  延伸查詢new window
3.孫宗靖(1993)。以廣告訊息與產品相關性重新詮釋廣告態度中介模式(碩士論文)。國立臺灣大學。  延伸查詢new window
4.游佩瑜(1993)。以廣告態度中介模式探討意象訴求語的廣告效果(碩士論文)。國立臺灣大學。  延伸查詢new window
5.康永華(1991)。企業公益形象與消費者行為之研究(碩士論文)。國立交通大學，新竹市。  延伸查詢new window
圖書
1.Krech, D.、Crutchfield, R. S.、Ballachey, Egerton L.(1962)。Individual In Society。New York：McGraw-Hill。  new window
2.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
圖書論文
1.Batra, R.、Ray, M. L.(1985)。How Advertising Works at Contact。Psychological Processes and Advertising Effects: Theory, Research, and Applications。  new window
2.Moore, D. L.、Hutchinson, J. W.(1985)。The Influence of Affective Reactions to Advertising: Direct and Indirect Mechanisms of Attitude Change。Psychological Processes and Advertising Effects: Theory Research, and Applications。  new window
 
 
 
 
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