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研究生: 陳衣庭
Chen, Yi-Ting
論文名稱: 社交情境廣告對消費者廣告態度之影響-以孤獨感、自我建構與產品類型作為調節變數
The Impact of Social Contextual Advertising on Consumer's Advertising Attitudes — Loneliness, Self-construction and Product Type as Moderators
指導教授: 郭亞慧
Kuo, Ya-Hui
學位類別: 碩士
Master
系所名稱: 管理學院 - 經營管理碩士學位學程(AMBA)
Advanced Master of Business Administration (AMBA)
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 66
中文關鍵詞: 社交需求社交情境廣告態度孤獨感自我建構
外文關鍵詞: Social Needs, Social Contextual, Advertising Attitudes, Loneliness, Self-construction
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  • 由於近幾年受到 Covid-19 的影響,網路購物儼然已成為消費者習慣的一種購物 模式,如何有效地投放廣告並精準地觸及目標族群便成為相當重要的議題。本研究 將廣告畫面以不同的社交情境作為區分,分別為無社交情境(一人)與有社交情境 的關係型廣告(兩人)和集體型廣告(多人),探討在不同孤獨感、自我建構以及 產品類型的調節下,廣告的社交情境如何影響消費者的廣告態度。
    本研究分為兩個子研究,在研究一我們首先操弄了受試者的孤獨感,再利用不 同的社交情境廣告(無社交情境、高親密度關係型廣告與集體型廣告)探討孤獨感 與產品類型的差異對廣告態度之影響,共回收 432 份問卷。結果顯示消費者普遍偏 好有社交情境的廣告;高孤獨感並沒有較低孤獨感偏好有社交情境的廣告,但更受 到高親密度的關係型廣告吸引;相互依賴特徵產品較獨立特徵產品適合置入於有社 交情境的廣告中。在研究二中,我們利用不同的社交情境廣告(無社交情境、低親 密度關係型廣告與集體型廣告)探討相互依賴自我建構與產品類型的差異對廣告態 度之影響,共回收 374 份問卷。結果顯示消費者普遍僅偏好集體型廣告;關係自我 較集體自我偏好本研究之廣告情境;相互依賴特徵產品較獨立特徵產品適合置入於 集體型廣告中。根據本研究之結果,廣告商便能夠以此作為廣告設計之考量,藉以 吸引消費者之目光以及提高其對於廣告之態度。

    This research aims to understand how an advertising with social context (e.g., two or more models featuring in the advertising) as compared to one without social context (e.g., only one model featuring in the advertising) influences consumers’ attitude toward the advertising and how this influence is changed by consumers’ loneliness, self- construal and product type. The hypotheses of this research were tested through two studies. Study One conducted a 3 (social context of advertising: one, two vs five models) ×2 (perceived loneliness: high vs low) ×2 (product type: we vs me product) between subject design while Study Two conducted a 3 (social context of advertising: one, two vs five models) ×2 (self-construal: independent vs interdependent) ×2 (product type: we vs me product) between subject design. Both studies used an online questionnaire to collect data on 806 (Study One: 432; Study Two: 374) Taiwanese consumers. The data was analyzed by using ANOVA, T-test, and Process Macro.
    The result of Study One showed that consumers generally preferred the advertising with a social context to the one without a social context and that this preference is stronger for the “we product” than the “me product” but indifferent across high and low loneliness. In Study Two, the results showed that consumers generally preferred the collective advertising (i.e., five models featuring in the advertising) as compared with relational advertising (i.e., two models) and advertising without a social context (i.e., one model) and that this preference is stronger for the “we product” than the “me product”. In addition, consumers with a stronger relational-self (as compared with those with a stronger collective-self) showed a higher preference for the relational advertising. To my best knowledge, this is among the first research that investigate the effect of advertising social context on consumer attitude toward the advertising and how this effect moderated by product type and consumer personal factors such as self-construal and perceived loneliness. Several theoretical and practical implications are also provided.

    摘要 I 壹、簡介 1 貳、文獻回顧與研究假說 4 一、廣告之情感訴求(Emotional Appeal) 4 (一)社交情境廣告 6 (二)推敲可能性模型(Elaboration Likelihood Model, ELM) 7 二、社交需求(Social Needs) 8 (一)象徵性的社會聯繫(Symbolic Social Bonds) 9 (二)孤獨感(Loneliness) 10 (三)暫時性的孤獨(Temporary Loneliness) 12 (四)孤獨感與社交情境廣告 13 三、自我建構理論(Self-construal) 14 (一)相互依賴與社交情境廣告 15 (二)關係和集體導向之相互依賴(Collective vs. Relational Interdependence) 16 (三)產品與廣告的情境流暢性(Contextual Fluency) 17 參、研究方法 20 研究一 20 研究二 27 肆、研究結果 32 研究一 32 研究二 39 伍、結論與建議 45 ㄧ、研究討論 45 二、研究理論與實務應用 48 三、研究貢獻 49 四、研究限制 50 五、研究建議 51 六、結論 51 參考資料 53 附錄 60

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