金門意象、訴求策略對廣告效果之影響－以金門文創品為例

The Research of Kinmen Image, Appeal Strategies and Advertising Effects-Taking Kinmen Culture Creative Products for Example

林正士(Cheng-Shih Lin) ； 李能慧(Neng-Huei Lee) ； 陳惠蘋(Hui-Ping Chen)

《行銷評論》 15卷3期 (2018/09) Pp. 355-383

摘要

文化創意產業被視為繼資訊產業經濟後的第四波經濟動力，是國家「軟實力」的重要指標，世界各國無不積極推動文化創意產業。在全球化的浪潮下，各地特有的傳統文化特點反而被視為當地特色，具有獨特性及地域性吸引力。本研究著重遊客心理認知來探討具有地方意象旅遊文創紀念品的設計元素，以金門意象（閩南意象、戰地意象及自然生態意象）為變項之一，並以廣告訴求策略（感性及理性訴求），探討其不同的組合對廣告效果之影響，本研究採實驗設計，共發展6個實驗組進行。研究結果顯示：不同的金門意象、訴求策略及兩者交互作用對廣告效果有顯著影響。本研究結果可突顯金門獨特觀光資源的角色，並做為相關單位制定廣告策略和開發週邊產品之策略參考。

關鍵字

金門意象 ； 訴求策略 ； 廣告效果 ； 文創品

並列摘要

Cultural and Creative Industry is considered the 4th wave of economic energy after the IT Industry. It also the important index of national ＂Soft Power＂. Countries around the world all actively promote the Cultural and Creative Industry. In the trend of globalization, the unique traditional cultural features from various regions seemed as local characteristics. If the products are short of unique and regional properties, they can't arouse the consumers' desire to buy. In our study, we take the Kinmen image (Min-nan image, battle field image and natural ecology) as a focus, combined with appeal strategies (rational and emotional appeals) to discuss the effect of advertising effect on consumers. The research was designed by 3 cultural images combined with 2 appeal strategies. With 3*2 experiment design study. The results of research indicate different Kinmen image can affect the advertising effect. Thus, different appeal strategies have no significant difference among the advertisement. Kinmen image and appeal strategies have interactive effects on advertising effects.

並列關鍵字

Kinmen image ； appeal strategies ； advertising effects ； cultural & creative products

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