1
3
E97036
3
015
在不同廣告訴求型態下消費者整合倫理決策模式對廣告效果的影響
The Influence of Customer\'s Ethical Decision Making Model on Advertisement Effects in Different Advertisements Appeals
1.黃慶源
1.Chzng-yuan Huang
1.樹德科技大學行銷管理系
1.Department of Marketing Management, Shu-te University
001,002,003,004
1.樹德科技大學行銷管理系
1.Department of Marketing Management, Shu-te University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2008-08-01
A.14 計畫執行期間(訖):2009-07-31
2009-03-112009-06-26
A.16 收到日期:2010-02-08
1
20-39歲購買過瘦身產品者

1

300


300
004
01
C.2 聯絡日期:2010-02-08
2
1.樹德科技大學行銷管理系
1.Department of Marketing Management, Shu-te University
1
C.7 資料公開日期:2014-08-01
2
008
1
1
1
1
2
3
3
001
1,2
1.廣告倫理
2.倫理決策模式
3.代言人
1.Advertising Ethics
2.Ethical Decision Making Model
3.Spokesperson
 本研究參考Ohanian(1990)與Kamins(1990)提出之廣告代言人可信度來源;及簡化Reidenbach and Robin(1988)所提出之多元倫理量表(Multidimensional Ethics Scale, MES)做為衡量廣告倫理決策之「個人因素」構面與Jones(1991)提出影響倫理決策之新關鍵性因素「道德強度」做為兩大倫理決策構面;廣告效果部 分參考MacKenzie et al.(1986)所提出之情感轉移說與獨立影響說,整合形成本研究探討瘦身產品消費者廣告倫理決策模式對代言人訴求廣告效果影響之研究架構,最終完成 300份有效問卷。本研究結果為廣告代言人之可靠度僅對廣告態度具有顯著影響;代言人之吸引力對廣告記憶、廣告態度與品牌態度均具有正向顯著影響;代言人 之適配性對廣告記憶與廣告態度均具有顯著影響;廣告記憶、廣告態度與品牌態度對購買意願具有顯著影響,惟廣告態度對購買意願呈負向顯著影響;消費者倫理決 策之道德強度對購買意願有正向顯著影響。

This study refers the reliability of advertising agents provided by Ohanian(1990)and Kamins (1990), and simplifies \"Multidimensional Ethics Scale\" (MES) to evaluate the personal dimension of the advertising ethical decision making Model, and the factor of moral intensity offered by Jones (1991). Upon the dimension of advertising effect, the study refers the concepts of emotional transition and individual affects provided by MacKenzie et al.(1986). These two dimensions are integrated as research framework to explore consumer\'s advertising ethical decision model using the products of body lift, which influences the advertising effects of spokesman\'s appeal. As the research results show, the reliability of advertising spokesman significantly influences advertising attitudes. Further, the attraction of spokesman positively and significantly affects advertising memory, advertising attitude and brand attitude. Thirdly, the suitability of spokesman significantly affects advertising memory and advertising attitude. Fourthly, the advertising memory, advertising attitude and brand attitude influence consumer\'s shopping intention. Fifthly, advertising attitude negatively and significantly affects consumer\'s shopping desires. Finally, the moral intensity of consumer\'s ethic decision positively and significantly influence their shopping desires.

D.16 完成檢誤日期:2011-06-14
D.17 預定釋出日期:2014-08-01
D.18 初次釋出日期:2014-08-01
D.19_1 最新版釋出日期:2014-08-01
1
1
1
2
1,3
10.6141/TW-SRDA-E97036-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E97036
追蹤清單
下載(0)
申請(0)
遠距(0)