| 摘要: | —以國軍志願役士兵招募廣告為例
校(院)所組別：中國文化大學商學院國際企業管理研究所
畢業時間與提要別：九十四學年度第二學期碩士學位論文提要
研究生：時建文 指導教授：鄭紹成
論文提要內容：
國軍近年來大規模展開「精進案」，使過往以量取勝的人力狀況改為「量小、質精、戰力強」的需求導向。民國88年8月1日，「國軍人才招募中心」正式成立，其目的在整合國軍的各項人才招募活動。近年來「募兵制度」在國內引起各界的熱烈討論，國軍也將此視為未來的趨勢，因此著手進行「志願役士兵」的招募活動。自民國92年起，國軍人才招募中心推出許多有關志願役士兵的招募廣告，同時也聘請許多國內知名人士擔任代言人的工作。然而，何種類型之推薦人，對於國軍招募效果最佳，仍未見學界探討。
本研究的主要目的在探討「廣告推薦人」對國軍志願役士兵招募之「廣告效果」的影響。因此本研究的架構中是以推薦人的型態與性別為自變數，以廣告態度與品牌態度為依變數。經過924份問卷的回收分析，發現推薦人的型態與性別對廣告效果皆有顯著的影響，且型態與性別是在交互作用的情況下來影響整體的廣告效果。最後本研究發現「名人*女性」的組合對志願役士兵具有最佳的廣告推薦效果；而「名人*男性」的組合方式則是最差。
In recent year, the military has massively enforced the Policy of Abridgement , in order to alter the strategy that focuses the quantity of the man power into the one that emphasizes the small number but with strong fighting force and qualified personnel. The military recruiting center was established on August 1st, 1999. Its goal is to inte-grate every activity of recruiting the talented for military. The system of recruiting sol-diers has arisen keen discussion from many people and institutions. Also, the armed force has considered it the trend of the future. Hence, it begins with the recruiting ac-tivities of volunteering soldiers. Since 2003, the military recruiting center has develop-ing the commercial about volunteering soldiers. Simultaneously, it has hired many pres-tigious figures as the spokesman as well. However, in terms of the type of the reference of the military recruiting advertisements, every people and institution in the country has different point of views. In order to comprehend the influences that every reference has brought to the effect of the military recruiting advertisements, the research is conducted.
The main goal of the research is to investigate the influence that reference has brought to the commercial effect of the recruitment of the volunteering soldiers. There-fore, as far as the infrastructure of the research is concerned, the sex and the type are independent variables, and the commercial attitude and brand attitude is dependent variables. After the analysis of 924 questionnaires, it is found that both the type and the sex of the reference have obvious influences. In addition, the type and the sex affect the commercial effect as a whole under the condition of interaction. Finally, the research discovers that the combination of the star and the female possesses the best commercial recommendation effects to the recruitment of the volunteering soldiers. The combina-tion of the star and the male, yet, is the worst. |
