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題名：廣告主張結構對旅遊產品溝通效果之影響--經驗類比與傳染機制之探討
書刊名：戶外遊憩研究
作者：蔡佳靜 引用關係／王冠偉
作者(外文)：Tsai, Chia-ching／Wang, Kuan-wei
出版日期：2014
卷期：27:4
頁次：頁1-28
主題關鍵詞：廣告主張結構；經驗類比；涉入程度；基準經驗偏好；傳染機制；Advertising claim structure；Experiential analogy；Involvement；Preference for the base experience；Contagion mechanism
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  • 被引用次數被引用次數:期刊(3) 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:1
  • 共同引用共同引用:0
  • 點閱點閱:24
本研究主要針對旅遊產品，採實驗法探討如何與消費者溝通旅遊體驗。本研究實驗一除了應用廣告主張結構於旅遊產品之探討外，亦擴大廣告主張結構以涵蓋經驗類比，以探討廣告主張結構與涉入程度對溝通效果之影響，並發現經驗類比的效果最佳，尤其是對低涉入的消費者而言，更是如此。實驗二則進一步針對經驗類比進行探討，由於經驗類比是將基準經驗與標的物並置以進行類比，故本研究導入傳染理論，以探討傳染機制的啟動是否會影響不同偏好程度之基準經驗的溝通效果。實驗二研究結果發現進行經驗類比時，使用高偏好的基準經驗的溝通效果較優，且啟動傳染機制的溝通效果亦較優，尤其是在使用低偏好基準經驗的情況下，更是如此。
This research focuses on tourism products and uses experimental design to investigate how to communicate travel experiences with consumers. Study 1 not only applies advertising claim structure to tourism products, but also includes experiential analogy in advertising claim structure to investigate the impact of advertising claim structure and involvement on communication effectiveness. The results show experiential analogy is the most effective among the three advertising claim structures, especially for consumers with low involvement. Study 2 probes deeper into experiential analogy. Because the base experience and subject are juxtaposed during experiential analogy, this research introduces contagion theory to explore the impact of preference for the base experience and the priming of a contagion mechanism on communication effectiveness. The findings indicate the favorable base preference is more effective than the less-favorable one, and that the priming of a contagion mechanism is more effective than un-priming of a contagion mechanism especially when a less-favorable base preference is present.
期刊論文
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4.Argo, Jennifer J.、Dahl, Darren W.、Morales, Andrea C.(2006)。Consumer contamination: How consumers react to products touched by others。Journal of Marketing，70(2)，81-94。  new window
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6.Frochot, I.、Hughes, H.(2000)。Histoqual: The development of a historic houses assessment scale。Tourism Management，21(2)，157-167。  new window
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14.Sawyer, Alan G.、Howard, Daniel J.(1991)。Effects of omitting conclusions in advertisements to involved and uninvolved audiences。Journal of Marketing Research，28(4)，467-474。  new window
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16.Winston, P. H.(1980)。Learning and reasoning by analogy。Communications of the ACM，23(12)，689-703。  new window
17.Duit, Reinders(1991)。On the Role of Analogies and Metaphors in Learning Science。Science Education，75(6)，649-672。  new window
18.van Mulken, M.、van Enschot, Dijr R.、Hoeken, H.(2005)。Puns, relevance and appreciation in advertisements。Journal of Pragmatics，37(5)，707-721。  new window
19.Gentner, Dedre、Markman, Arthur B.(1997)。Structure Mapping in Analogy and Similarity。American Psychologist，52(1)，45-56。  new window
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21.Gregan-Paxton, Jennifer、John, Deborah Roedder(1997)。Consumer Learning by Analogy: A Model of Internal Knowledge Transfer。Journal of Consumer Research，24(3)，266-284。  new window
22.Shao, C. Y.、Baker, J. A.、Wanger, J.(2004)。The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender。Journal of Business Research，57(10)，1164-1176。  new window
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25.Morwitz, Vicki G.、Schmittlein, David(1992)。Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?。Journal of Marketing Research，29(4)，391-405。  new window
26.Summers, T. A.、Belleau, B. D.、Xu, Y.(2006)。Predicting purchase intention of a controversial luxury apparel product。Journal of Fashion Marketing and Management，10(4)，405-419。  new window
27.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
28.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
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34.Zhang, Y.、Zinkhan, George M.(2006)。Responses to humorous ads: Does audience involvement matter?。Journal of Advertising，35(4)，113-127。  new window
學位論文
1.黃曉青(2012-00-00)。廣告代言人的傳染--剛柔性文化意涵移轉與配適假說之探討(碩士論文)。雲林科技大學，雲林。  延伸查詢new window
圖書
1.林建煌(2007)。消費者行為。臺北市：華泰。  延伸查詢new window
2.Bloom, P.(2004)。Descartes' baby: How the science of child development explains what makes us human。New York：Basic Books。  new window
3.Kotler, P.、Keller, K. L.(2006)。Marketing Management。Upper Saddle River, NJ：Pearson Prentice Hall。  new window
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5.曹勝雄(2001)。觀光行銷學。台北：揚智文化。  延伸查詢new window
6.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Predicting Social Behavior。Englewood Cliffs, New Jersey：Prentice-Hall。  new window
7.Kolb, David A.(1984)。Experiential Learning: Experience as the Source of Learning and Development。Prentice-Hall。  new window
8.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
9.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
圖書論文
1.Gentner, D.(1989)。The mechanisms of analogical transfer。Similarity and analogical reasoning。Cambridge, England：Cambridge University。  new window
2.Glynn, S. M.(1991)。Explaining science concept: A teaching with analogies model。The psychology of learning science。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
3.Holyoak, K.、Thagard, P.(1989)。A computational model of analogical learning。Similarity and analogical reasoning。Cambridge, England：Cambridge University。  new window
4.Rozin, P.、Nemeroff, C.(2002)。Sympathetic magical thinking: The contagion and similarity "heuristics"。Heuristics and biases: The psychology of intuitive judgment。Cambridge, England：Cambridge University。  new window
5.Lutz, Richard J.(1985)。Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework。Psychological Processes and Advertising Effects: Theory, Research and Application。Lawrence Erlbaum Associates。  new window
 
 
 
 
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