- 學位論文
廣告訴求策略對消費者態度強度之影響-以廣告部落格為例
The Impacts of Advertising Appeals on Attitude Strength －A Study on Adverblog
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摘要
部落格 (Blog)已經成為當代最不容忽視的媒體勢力之一，隨後更搭上Web2.0的風潮，在2000年網路泡沫化後引領網路平台的新革命。如此驚人的網路勢力迫使許多企業改變遊戲規則，也因此企業開始思索，是否能運用部落格作為行銷、公關之用。 部落格在行銷上經常被使用來建立長期的關係行銷，最具代表性的包括Google、微軟、GM等大企業都成立自己的企業部落格，國內外也逐漸有相關的研究產生。不過企業架設部落格最憂心的，往往是部落格難以掌控的溝通效果，面對謠言和負面攻擊時尤甚。除了嚴密的監控機制與快速反應之外，在設計部落格的訊息內容時，若能了解不同的訊息訴求操作在消費者態度強度上的影響差異，也許能在散佈訊息時就建立預防措施。 本研究從「推敲可能性模式 (ELM)」出發，藉由實驗法，透過不同廣告訴求的「廣告部落格 (Adverblog)」之刺激，觀察對消費者態度強度的影響，有什麼樣的程度差異。若是的確有程度差異，何者達成的態度持久性較佳？何者達成的態度抗性較佳？ 實驗結果發現，對於數位相機產品來說，觀看理性部落格的受個人，達成的立即產品態度較觀看感性部落格的個人更加正面。經過一週的間隔之後，觀看感性部落格的個人有較佳的態度持久性。而接觸到部落格上的負面留言攻擊攻擊後，觀看理性部落格的個人，比較不容易受到影響，態度抗性較高。
並列摘要
Blog has already become the most indispensable media of the day. Related to the trend of Web2.0, it also cause a revolution after the Internet bubble in 2000.It was so amazing that blog has such great influence, urging many enterprises to think over how they can apply both marketing and public relation in blog. In marketing, blog often used in establish a long term relationship. The most representative are that so many famous corporations had set up their own blog including Google, Microsoft, and GM. But the communication effect in blog gradually became hard to handle, rumors and criticizes worry the corporations. Except closed surveillance and rapid reaction, if we can understand how different message appeal operate consumer attitude when designing the message content, we might establish a precaution when spreading message. The basis of this research is ELM. Through experiments of various adverblog, we observe the effect on consumer attitude. In addition, we'd examine the degree of the effect. We'd finally study the possible causes of such effect and find out which causes have more impact in terms of attitude strength. The result revealed, according to digital camera products, the individuals who watched rational adverblog had more positive impression than emotional adverblog. After an interval of one week, the individuals who watched emotional adverblog had better attitudinal endurance. However, the individuals who watched rational adverblog had higher attitudinal resistance and were not easy to be influenced after the reverse message attack.
參考文獻
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