媒介傳播中之電視廣告對企業的影響

The Impact of Television Advertising Media Communication in the Enterprise

龐志龍(Chih-Lung Pang) ； 詹益錦(Yi-Chin Chan) ； 陳首全(Shou-Chiuan Chen) ； 張嘉六(Chia-Liu Chang)

《創新研發學刊》 10卷2期 (2014/12) Pp. 53-71

摘要

人類的需求在經過文化與個人人格的塑造後，經由各種不同的廣告呈現，將引發消費者對商品的興趣。現今多元媒介傳播的速度非常的快，產品要以最快的速度，呈現在消費者面前，對企業的獲利將有很大的影響。在各項行銷廣告中首推電視媒體的傳播性最快最直接，因為不僅能普及又能夠以最快的速度呈現出影音效果，十分受到廣告主的喜愛，而電視廣告究竟能夠為企業帶來多少效益，為本研究之背景動機。本研究主要探討的是電視廣告對企業成長之影響，其中廣告效果受到不同生活型態的消費者、廣告訴求與消費者購買意願程度所影響，因此希望藉由研究來發現那些變數對廣告效果會呈現顯著的差，冀望研究成果能夠提供給廣告主，再日後進行廣告製播的時候，能夠選擇最符合商品需求的廣告方式，讓廣告的效益達到最大。本研究發現年輕族群的消費者經過集群分析後，可分為時髦型、新新型與安定型三種不同的生活型態，而這三種不同型態的年輕族群對於電視廣告效果的影響都有顯著的差異；此外購買意願程度的高、低，對於電視廣告效果也出現顯著的差異；而廣告的訴求方式（感性理性），對於廣告效果也有顯著的差異性；另外在自變數彼此的交互作用當中，消費者生活型態與購買意願程度對於廣告效果同樣的有差異存在；而消費者購買意願程度的高、低與廣告訴求交互作用下，對廣告效果也存在差異性；至於生活型態與廣告訴求對於廣告效果則是沒有出現顯著的差異；另外將三個自變數消費者生活型態、消費者購買意願與廣告訴求交互作用下，對於廣告效果同樣的沒有顯著的差異性。

關鍵字

電視廣告 ； 廣告訴求 ； 廣告效果

並列摘要

Background and Motivation: media communication speed is very fast, the product to be the fastest, in front of the consumer, we have to rely on the media. Because the popularity of television but also to the fastest video showing the effect is very loved by advertisers, and television advertising can bring exactly how many benefits for the enterprise, research-based background motive. The study aims to examine the influence of TV advertisement on business growth, find out what variables have positive significance to advertisement's effect which is affected by the type of lifestyle, advertising appeals and consumers’ buying intention, and present the findings as references that the advertisers may use to design an advertisement that delivers the product appeals to maximize the effect. The study found, through cluster analysis, the lifestyle of young consumers may be grouped into three different types - fashion, new new and stable. All these three groups of young consumers are found positively correlated to the effect of TV advertisement, so is the level of buying intention. The advertisement's effect also depends positively if the advertising is based on rational or emotional appeals. In examining the interactive effects of these independent variables, the results of the study show significant difference between lifestyle and buying intention in the advertisement' effect; significant difference between buying intention and advertising appeals to the effect was also found, however, no significant difference is shown between the lifestyle and advertising appeals in the effect of advertisement. A three-way interaction among all three factors, the lifestyle, buying intention and advertising appeals, suggested no significant difference in the effect of advertisement.

並列關鍵字

TV advertisement ； advertising appeal ； advertisement effect