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研究生: 陳蔚昌
Chen Wei-Chang
論文名稱: 屬性性質與品牌市場地位對比較式廣告效果之影響
指導教授: 王仕茹
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2008
畢業學年度: 96
語文別: 中文
論文頁數: 105
中文關鍵詞: 比較式廣告新奇屬性瑣碎屬性品牌市場地位一致性
英文關鍵詞: comparative advertising, novel attribute, trivial attribute, brand congruity
論文種類: 學術論文
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  • 比較式廣告是一種將目標品牌與背景品牌並列比較,藉以顯示目標品牌優於背景品牌的廣告方式,在廣告設計上,主要包括:(1)目標品牌、(2)背景品牌、(3)比較屬性特徵等三個要素所構成,其主要目的在於透過廣告訊息傳遞目標品牌在特定屬性上相對績效表現較佳的資訊,引發消費者對廣告品牌和比較品牌產生知覺上的差異,形成差異化的品牌定位。文獻回顧顯示過去對於比較式廣告效果的研究多半以產品類別內多數品牌共通的典型屬性作為比較基礎,至於其他屬性性質是否仍將帶來相同的效果卻相對缺乏討論,另一方面,過去文獻主張目標品牌與背景品牌市場地位不一致時,比較式廣告能獲得最佳的效果,然而,實務執行上卻呈現與學術理論背離的情形,有越來越多廣告選擇以相同市場階層的品牌來進行相互比較。因此,本研究以比較式廣告為脈絡,探討消費者在觀看比較式廣告時,比較屬性的性質與品牌市場地位一致性之間的交互作用將會如何影響消費者對目標品牌的評價。
    本研究以實驗法的方式進行,自變項為屬性性質(典型屬性∕新奇屬性∕瑣碎屬性)、品牌市場地位一致性(不一致∕高階品牌一致∕中階品牌一致),依變項為目標品牌的整體評價。研究發現:(1)在比較式廣告中,增添新奇屬性對消費者品牌評價的影響並不顯著。(2)揭露瑣碎屬性的本質並不會貶損消費者對目標品牌的評價。(3)當目標品牌為中階品牌時,同階比較的廣告效果並不會比跨階比較來得差。本研究的結果為目前消費產品市場上以瑣碎屬性作為廣告訴求焦點的趨勢提供了一個詮釋的途徑,也說明了除了傳統上慣見的市場地位不一致的比較式廣告之外,同階比較的廣告在某種程度上仍可達到定位品牌的效果。

    Comparative Advertising is an advertising approach which is used to demonstrate the superiority of target brand to context brand. While designing advertising message, three major components are considered: (1) target brand, (2) context brand and (3) featured attributes. By comparing featured attributes of target brand and context brand in one advertising message, comparative advertisements transmits the information that the target brand offers better performance in featured attributes than the context brand. Therefore, it induces consumers’ diverse perception toward the brands and achieves brand positioning differentiation. Literature reviews show that most past studies of comparative advertising only regarded the advertising effect of typical attributes, which appear on most of the brands within the same product category; however, whether non-typical attributes generate the same outcomes is still in doubt. In addition, literature reviews assert that comparative advertising produces outstanding effect while brand positions between the target brand and the context brand are incongruous, but real cases deviated from academic literature-- more and more advertisements were designed to compare brands from the same market position. Therefore, the main purpose of this research is to understand how the interaction between featured attributes and brand congruity affects consumers’ evaluation toward target brand.
    This research employed a 3×3 between-subjects experimental design, with dependent variable being target brand evaluation, and independent variables being featured attribute (typical attribute/novel attribute/trivial attribute) and brand congruity (incongruent/congruent in high class/congruent in middle class). The result shows that (1) adding novel attributes to comparative advertising message does not change consumers’ brand evaluations significantly, (2) revealing the true properties of trivial attributes does not discount consumers’ brand evaluations, and (3) the effect of within-class comparative advertising does not show significant difference to that of across-class comparative advertising when target brand is regarded in middle class. These findings provide a comprehensive explanation of why advertisers focused on trivial attributes in their advertising appeals. Moreover, the conclusion of this research illustrates that within-class comparative advertising may achieve the same effect on brand positioning as traditional incongruent comparative advertising does.

    論文目次 第一章 緒論 第一節 研究背景與動機----------------------------------------------------------------1 第二節 研究問題與目的----------------------------------------------------------------5 第二章 文獻探討 第一節 消費者決策過程與影響要素-------------------------------------------------7 第二節 新奇屬性的影響---------------------------------------------------------------12 第三節 瑣碎屬性的影響---------------------------------------------------------------16 第四節 品牌市場地位一致性與屬性特徵------------------------------------------21 第三章 研究方法 第一節 研究架構------------------------------------------------------------------------30 第二節 研究變項定義------------------------------------------------------------------33 第三節 實驗設計與程序---------------------------------------------------------------38 第四章 結果分析與討論 第一節 樣本結構------------------------------------------------------------------------46 第二節 變項操弄檢定------------------------------------------------------------------49 第三節 假說檢定------------------------------------------------------------------------58 第五章 結論與建議 第一節 研究結論------------------------------------------------------------------------71 第二節 學術與實務意涵---------------------------------------------------------------74 第三節 研究限制與後續研究建議---------------------------------------------------76 參考文獻 ---------------------------------------------------------------------------------------77 附錄 附錄一 前測問卷------------------------------------------------------------------------81 附錄二 正式問卷------------------------------------------------------------------------84 圖目錄 圖2-1 消費者決策制訂流程-------------------------------------------------------------------8 圖2-2 強調典型屬性之比較式廣告---------------------------------------------------------12 圖2-3 同階比較廣告---------------------------------------------------------------------------23 圖2-4 同階比較廣告---------------------------------------------------------------------------23 圖3-1 研究架構圖------------------------------------------------------------------------------32 表目錄 表2-1 新奇屬性與瑣碎屬性的分類---------------------------------------------------------18 表3-1 消費者對洗髮乳屬性重要性的認知差異------------------------------------------39 表3-2 消費者認為最好的洗髮乳品牌次數分配------------------------------------------41 表3-3 性別對最佳洗髮乳品牌認知之百分比檢定---------------------------------------42 表3-4 消費者認為最差的洗髮乳品牌次數分配------------------------------------------42 表3-5 性別對最差洗髮乳品牌認知之百分比檢定---------------------------------------43 表3-6 實驗設計組合---------------------------------------------------------------------------44 表4-1 樣本結構---------------------------------------------------------------------------------46 表4-2 樣本男女分佈比例---------------------------------------------------------------------47 表4-3 樣本年齡分佈比例---------------------------------------------------------------------47 表4-4 樣本就讀系所分佈比例---------------------------------------------------------------48 表4-5 洗髮乳購買習慣分佈比例------------------------------------------------------------48 表4-6 變項信度分析---------------------------------------------------------------------------49 表4-7 高階品牌市場地位t檢定-------------------------------------------------------------51 表4-8 中階品牌市場地位t檢定-------------------------------------------------------------51 表4-9 品牌市場地位成對樣本t檢定-------------------------------------------------------53 表4-10 受試者評估洗髮乳市面售價平均數 ---------------------------------------------53 表4-11 屬性典型程度t檢定-----------------------------------------------------------------54 表4-12 屬性典型程度t檢定-----------------------------------------------------------------55 表4-13 新奇屬性組受試者之屬性新奇程度t檢定--------------------------------------55 表4-14 瑣碎屬性組受試者之屬性新奇程度t檢定--------------------------------------56 表4-15 瑣碎屬性組受試者之屬性瑣碎程度t檢定--------------------------------------57 表4-16 新奇屬性組受試者之屬性瑣碎程度t檢定--------------------------------------57 表4-17 各組別的知覺價值、績效不確定性、品牌評價平均數----------------------58 表4-18 二因子ANOVA分析表(知覺價值)-----------------------------------------------59 表4-19 二因子ANOVA分析表(績效不確定性)-----------------------------------------60 表4-20 二因子ANOVA分析表(品牌評價)-----------------------------------------------60 表4-21 566的ANOVA分析表(知覺價值)------------------------------------------------62 表4-22 566的ANOVA分析表(績效不確定性)------------------------------------------62 表4-23 566的ANOVA分析表(品牌評價)------------------------------------------------63 表4-24 花王的ANOVA分析表(知覺價值)-----------------------------------------------63 表4-25 花王的ANOVA分析表(績效不確定性)-----------------------------------------64 表4-26 花王的ANOVA分析表(品牌評價)-----------------------------------------------64 表4-27 高階市場地位一致的ANOVA分析表-------------------------------------------66 表4-28 假說檢驗表----------------------------------------------------------------------------70

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