廣告訴求、廣告效果以及品牌權益 之交互影響-以汽車產業為例

Advertising Appeals Advertising Effectiveness and Brand Equity Interaction – The Automobile Industry as A Case

廖和廉(HO-LIEN LIAO)

指導教授 ： 林瓊菱

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201301120

摘要

隨著科技的進步與社會民主與文化的演進，網際網路幾乎達到普及化的程度，此現象引起企業的關注，並試圖運用網路媒體增加行銷傳遞的型態，在此情境下企業官方網站因應而生；利用精美的網頁設計帶來的視覺效果以及簡易的操作模式，除了給消費者帶來耳目一新的感受之外，也顯了企業品牌的獨特性，進而達到更佳的廣告效果。

台灣由早期農業時代到如今的商業時代，社會價值觀也逐年改變，消費者對於產品的價值定位標準，除了產品本身的實用性之外，還包含了心理層面的影響，包括社會定位、滿足感…等等，有鑑於次種現象的改變，企業在設計廣告時，也逐漸著重感性訴求的元素。本研究以廣告訴求、廣告效果及品牌權益作為主軸，探討廣告訴求對廣告效果、廣告效果及品牌權益之交互影響。

本研究採實驗問卷調查法，以大學生為主要族群，共回收152份有效問卷。使用SPSS與AMOS分析變項間的關聯，分析結果發現:一、廣告訴求對廣告效果有正向影響。二、感性訴求對廣告效果的影響優於理性訴求。三、廣告效果對品牌權益無顯著影響。四、品牌權益對廣告效果無顯著影響。最後本研究將根據資料數據，提出研究結論、研究貢獻、研究限制及後續研究建議。

關鍵字

品牌權益 ； 廣告訴求 ； 廣告效果

並列摘要

The development of the democratic society and cooltrue heve interlaced with the mogress of technology,the internet communication has reach a prvelent state that provoked a recognization by the industries.
Thisphenomenon has aroused the concern corporations trying toincreasehthe use of website to spread their own related information. In this context the official company website coping and health. The use of exquisite web design brings visual effects and simple mode of operation, in addition to giving consumers a fresh feel, but also were the corporate brand is unique, and thus achieve a better advertising effect.

Taiwan's agriculture from the early era to today's business era, social values change year by year .The value of consumer products targeting criteria, in addition to the practicality of the product itself, but also includes psychological impact, including social positioning, satisfaction ... and so, in view of the phenomenon of sub-species of the change in the design of corporate advertising, gradually focused emotional appeal elements. In this study, advertising appeals, advertising effectiveness and brand equity as a spindle, discuss advertising appeals on advertising effectiveness, advertising effectiveness and brand equity interaction.

This study used experimental questionnaire, college students as the main ethnic groups, total of 152 valid questionnaires. Analysis using SPSS and AMOS association between variables, the results found that: a, advertising appeals has a positive effect on advertising effectiveness. Second, the emotional appeal of advertising effect than rational appeals. Third, the advertising effect no significant effect on brand equity. Fourth, brand equity no significant effect on advertising effectiveness. Finally, the study will be based on information and data presented research findings, research contributions, limitations and future research proposals.

並列關鍵字

Brand Equity ； Advertising Effectiveness ； Advertising appeals

參考文獻

12.郭幸萍&呂信億，2010”房仲產業之廣告訴求對消費者品牌選擇影響之研究”， 住宅學報，P2~P9。

13.徐達光(2003)消費者心理學:消費者的行為研究，一版。出版社:華泰文化事業股份有限公司。

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