探討贊助揭露位置對贊助文章內產品態度與記憶之影響

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/52942

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/52942

题名:	探討贊助揭露位置對贊助文章內產品態度與記憶之影響
作者:	盧曉潔
贡献者:	行銷碩士學位學程碩士班
关键词:	說服知識模型贊助內容贊助揭露品牌記憶
日期:	2023
上传时间:	2023-09-07 11:42:26 (UTC+8)
摘要:	品牌與意見領袖合作發布開箱文章是實務上常見的推廣方式之一，這類型模仿非商業媒體編輯內容的贊助內容經常因為其品牌贊助揭露的不明確而使消費者被誤導及混淆。本研究旨在探討當贊助揭露訊息被放置在贊助內容中不同位置時，將如何使消費者啟動說服知識並影響其對贊助文章、產品的態度及品牌記憶。本研究推論當贊助揭露訊息被置於文章開頭時，將使消費者對該文章內容和產品產生較正向的態度並對品牌產生較好的記憶；相反的，當贊助揭露訊息被置於文章結尾時，消費者將對該文章內容和產品產生較負向的態度並對品牌產生相對較差的記憶。研究結果顯示，當贊助揭露置於文章開頭時，受試者對於文章及文章內產品的態度會比贊助揭露置於文章結尾時高；但是對於文章內品牌的記憶則不具顯著差異。 The unboxing article posted by key opinion leaders who cooperate with the brand is one of the common ways to promote the brand in practice. This type of sponsored con-tent was imitated as non-commercial media and may be misleading and confusing to con-sumers because of the uncertain sponsored disclosure. This study aims to discuss how consumers active their persuasion knowledge and in-fluence the attitude toward sponsored articles, products, and brand memory when the sponsored disclosure message was placed in different positions. We hypothesize that if the sponsored disclosure message is placed at the beginning of the article, consumers will have a positive attitude toward the article and product, and have a better brand memory； On the contrary, if the sponsored disclosure message is placed at the end of the article, the consumer will have a negative attitude toward the article and product, and have a rela-tively worse brand memory. As a result, when the sponsored disclosure message is placed at the beginning of the article, consumers will have a positive attitude toward the article and product； But there is no significant difference in the memory of the brand toward the article.
显示于类别:	[行銷碩士學位學程] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	149	检视/开启

检视Licence

在CCUR中所有的数据项都受到原著作权保护.

数据加载中.....