訊息框架下快閃店廣告效果之研究

A Study of Message Framing Effect on Pop-Up Store Advertisment

李瑋洋(WEI-YANG LI)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00594

摘要

近年來，快閃店成為品牌方與消費者間互動的主要手段之一。根據 2018 年快閃行業研究報告數據顯示，消費者透過社群媒體瞭解活動相關資訊成為其主要途徑之一，由此可知如何編撰活動廣告進而吸引消費者前來參與之意願成為品牌方需要思考的重點之一。本研究以此作為主要之研究方向進而探討不同訊息框架、廣告訴求對廣告效果之影響。同時亦關注訊息框架與產品類型是否對廣告效果具有交互作用。
本研究利用便利抽樣，共回收 247 份有效問卷，利用 SPSS22.0 針對回收之樣本進行分析。在信度分析的基礎上，利用獨立樣本 T 檢定進行實驗設計之操弄檢定，並利用三因子共變異數分析及迴歸分析進行更加深入之檢定。
本研究發現，在快閃店社群廣告背景下，廣告效果並不會受到訊息框架及廣告訴求之影響，同時產品類型與訊息框架間並無交互作用。而影響消費者閱讀廣告之因素在於消費者自身對快閃店之偏好程度、對品牌之熟悉度、廣告中圖片之吸引力及過往參與快閃活動之經驗。本研究進而在此基礎之上提出可參考之行銷建議

關鍵字

快閃店 ； 訊息框架 ； 廣告訴求 ； 廣告效果

並列摘要

In recent years, pop-up store has become one of the most useful way for brands to use to interact with the consumers. According to the data of 2018 pop-up industry report, social media has become the main way for consumers to use to collect the information about the activities. Thus, it can be seen that how to compile advertisements to attract consumers' willingness to participate has become one of the key points that brands needs to consider. This research takes this as the main research direction. The main focus of the research is to explore the effects of different message framings and advertising appeals on advertising results .Furthermore, this research pay attention to the interaction of the message framing and the product types as well.
247 valid questionnaires were collected by convenience sampling in this research for further analysis. SPSS 22.0 was used to analyze the result. On the basis of the reliability analysis, the independent sample T test was used to conduct the operational test of the experimental design, and the three-way covariance analysis and regression analysis were used for further verification.
This research found that in the context of pop-up store advertising, the advertising effect was not affected by the message framing and advertising appeal, and there was no interaction between the product type and the message frame. It was truly affected by the consumers' preference for pop-up store, familiarity with the brands, the attractiveness of the pictures in advertisements and previous experience of participating in the pop-up activities. Then based on the result, it conducted further research and suitable market recommendation.

並列關鍵字

Pop-Up Store ； Advertisment Appeal ； Message Framing ； Advertisement Effect

參考文獻

參考文獻

一、 中文文獻

1. 王宥媛(2010)，「訊息正反性與訊息來源可信度對有機農產品購買意願之影響—以產品知識為干擾變數」，國立台北大學企業管理學系，碩士論文。

2. 王騰睿(2014)，「探尋廣告訴求對預售屋網絡廣告效果之影響」，逢甲大學土地管理所，碩士論文。

3. 丘新華(2002)，「廣告訴求及產品類型對廣告效果影響之研究」，義守大學管理科學研究所，碩士論文。