廣告代言人類型與溝通訊息類型差異對網路廣告效果之影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/38206

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题名:	廣告代言人類型與溝通訊息類型差異對網路廣告效果之影響 The Influence of the Differences between the Types of Advertisement Spokespersons and the Types of Communication Messages on the Online Advertisement Effects
作者:	陳以芩
贡献者:	行銷碩士學位學程碩士班
关键词:	廣告代言人類型溝通訊息類型網路廣告效果 types of advertisement spokespersons types of communication messages online advertisement effects
日期:	2017
上传时间:	2017-09-27 11:30:47 (UTC+8)
摘要:	近幾年來，在研究中可以發現，有關傳達食品健康性的廣告，其數量要比過去幾年有逐漸增加的現象。根據臺北市數位行銷經營協會(DMA)調查結果顯示，台灣食品類廣告在2015年時則成長了3個名次，可見台灣食品類數位廣告正逐步地在成長中。在數位食品廣告中，經常能夠看到的呈現方式通常為圖片及文字的結合。透過以往的研究中可以得知，學者將圖片的廣告形式簡單區分為兩類，其中代言人與產品圖片結合的這類為本篇研究主要探討的類型；而文字的部分，則是根據傳達給消費者訊息的複雜性區分為三類；將探討何種呈現方式的組合可以使消費者產生較佳的網路廣告效果。本篇研究建立的假設關係如下：廣告代言人類型與溝通訊息類型這兩項因素，何種的交互作用能對消費者產生較佳的網路廣告效果。並將透過實驗法進行研究，實際投放廣告於Facebook平台上，結果得出廣告代言人類對網路廣告效果無顯著差異；而溝通訊息類型與交互作用則對網路廣告效果有顯著差異。 In recent years, it has been found in the study that the number of advertisements to convey the health of food has increased gradually over the past few years. According to the Digital Marketing Association (DMA) survey, Taiwan's food advertising in 2015, the growth of 3 places, Taiwan’s food digital advertising is gradually growing. Advertising in the digital food often can see the rendering is typically a combination of pictures and text. Through previous research shows that scholars a picture forms of advertising simply divided into two categories, of which voice combined with product images such as this study focused on type and part of the text, it is according to convey to consumers a message complexities of area divided into three categories; will explore what combination of presentation so that consumers have a better effect. This research hypothesis is as follows: advertising types and message types to com-municate these two factors, what kind of interaction can have better network advertising effects on consumers. And study through experiments, actual advertising on Facebook platform, results types of advertisement spokespersons network advertising effects no sig-nificant difference; types of communication messages with the interaction of Internet ad-vertising effect are significantly different.
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