- 學位論文
網路廣告效果與形象對軍校就讀意願之影響
Exploring Effects of Web Advertising and Image on Study Intention of Military Academy
摘要
在網路媒體蓬勃發展的世代中，網路上充滿了各種廣告，國防部也在2015年開始運用網路媒體推出系列國軍形象廣告，廣告內容轉型為突顯國軍任務性質及形象特質為主，並以真實、動人的影像作為廣告的主軸，呈現出不同於以往的軍校招募廣告風格，運用這樣的網路廣告行銷方式，提升社會大眾與青年學子來就讀軍校的意願，本研究試圖了解國軍招募的對象透過網路廣告效果、國軍形象廣告所呈現出來，是否對其就讀意願有顯著的影響。本研究採用網路問卷調查法，針對社會青年學子為對象，受測者涵蓋15歲至30歲符合軍校就讀年齡，運用Facebook社群網站、Line通訊軟體，將電子問卷網址發佈在社群網站與通訊軟體群組，實施問卷調查；回收有效問卷為239份，以SPSS統計工具進行量化分析，最後結果顯示網路廣告效果與國軍形象對軍校就讀意願有正向之影響。本研究亦希望可提供給國軍或廣告公司的依據與參考。最後，後續研究者可針對學術產業進一步了解網路廣告效果與形象對就讀意願之影響。
並列摘要
In the era of vigorous development of the Internet, the Internet is full of a variety of advertising. Military began to use the Internet media for launching a series of national image advertising in 2015. Advertising content transformation is to highlight the nature of the national army and the main characteristics of the image. The use of real and moving images as the main axis of advertising shows a different from the previous military recruitment of advertising. The use of such online advertising is to enhance the community and young students’ study intention. This study is to understand the object of recruitment by the military through the effectiveness of online advertising and the image of online advertising. This study uses the online questionnaire survey through Facebook and Line to collect the data from students between ages 15 to 30 years old. 239 valid questionnaires were collected and SPSS was used as a statistical tool for analysis. The results show that the effect of online advertising and the image of the military have a positive impact on study intention. The study results provide reference for military and other relevant research. Finally, follow-up researchers can focus on academic industry to understand the effectiveness of online advertising and image for study intention.