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E10250
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020
社會廣告代言效果之研究:外溢效果與勸服模式
The Endorsement Effects in Social Advertising: Transfer Effectiveness and Modeling Persuasion
1.楊東震
1.Dong-jenn Yang
1.義守大學企業管理學系
1.Department of Business Administration, I-shou University
001,002,003,004
1.義守大學企業管理學系
1.Department of Business Administration, I-shou University
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2013-08-01
A.14 計畫執行期間(訖):2015-07-31
2014-10-232015-04-04
A.16 收到日期:2015-11-23
1
依台灣2014年6月各北中南東部等地區人口數之比例來發放問卷

1

468


468
001,007
C.2 聯絡日期:2015-11-24
2
1.義守大學企業管理學系
1.Department of Business Administration, I-shou University
1
C.7 資料公開日期:2020-08-01
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008
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1.非營利組織
2.社會行銷
3.勸服模式
4.移轉效果
5.推敲可能模式
1.NPO
2.Social Marketing
3.Persuade Model
4.Transfer (spillover) Effectiveness
5.ELM
本研究試圖建構NPO社會行銷勸服模式,主要探討閱聽人在接受代言人代言NPO廣告時,所進行的推敲歷程與勸服效果,本研究以戒菸為社會行銷議題,採用問卷調查以配額抽樣取得468份有效問卷,以線性結構進行模式分析。研究結果顯示閱聽人在接受代言廣告時,主要是由廣告態度對於理念認知與責任思考進行影響,再經責任思考間接影響戒菸理念接受度,而此中央路徑的影響效果顯然高於邊陲路徑。代言人的可信度對於廣告態度的影響明顯的高於NPO的可信度,代言人獲得的外溢效果也明顯地高於NPO所獲得。

This study tried to construct the persuade model for NPO social advertising and focuses on the elaboration process persuade effect when the audience received that NPO advertising endorse by spokesperson. This study used smoking cessation as social marketing issues. Obtain 468 valid questionnaires by quota sampling and a linear structure analysis be used to test the model. The results showed audience be in an endorsement NPO ads, attitude towards advertising affect idea cognition and the responsible thinking, and via the responsible thinking affect the acceptance of the idea, and the this central route elaboration is significantly better effects than the edge route effects. The credibility of spokesperson affect advertising attitudes significantly better than NPO, and transfer (spillover) effectiveness for spokesperson also significantly higher than those NPO obtained in social advertising of celebrity endorsement.

D.16 完成檢誤日期:2016-04-26
D.17 預定釋出日期:2020-08-01
D.18 初次釋出日期:2020-08-01
D.19_1 最新版釋出日期:2020-08-01
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10.6141/TW-SRDA-E10250-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10250
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