權力與廣告訴求之研究

The Study on Investigating Relationship between Power and Advertising Appeals

郭家維(Jia-Wei Kuo)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600495

摘要

廣告是日常生活中，企業對消費者最常使用的溝通橋樑，而在廣告訴求中有許多的類型，因不同的消費族群，產生了不同的廣告偏好。故本研究旨在研究消費者之權力地位對廣告訴求的偏好程度進行相關之探討，希望能透過不同的廣告訴求，了解不同權力地位之消費者的廣告偏好，並期望企業能夠根據不同的消費族群，設計不同的廣告訴求，不僅能節省廣告設計上的成本，也能準確的瞄準特定的消費族群進而增加對廣告訴求的偏好。本研究整理過去相關的重要理論和文獻，並提出研究假設。最後，本文採用實驗設計進行假設之驗證，並得出幾項結論：(1) 相較於低權力者，高權力者偏好產品性能訴求的廣告。(2) 相較於高權力者，低權力者較偏好溫暖訴求的廣告。

關鍵字

權力地位 ； 廣告訴求 ； 廣告偏好

並列摘要

Based on different consumer group, it comes out different advertising preference. However, the main purpose of the study is to research consumer power status and the preference level of advertising appeal. According to different advertising appeal companies can based on different customer group and create different advertising appeal. According to different advertising appeal, we hope that we can understand the different consumer power status of advertising preferences. It not only saves the cost of advertisement design but also targets specific customer group to increase the preference of advertising appeal. The study refers to the previous related theory and reference and proposes a research hypothesis. However, we come out several results by taking experimental design for the investigation of hypothesis.
1. Compare to the person who has low power status, the person who has high power prefers functional product appeal advertising.
2. Compare to the person who has high power status, the person who has low power prefers warm appeal advertising

並列關鍵字

power status ； advertising appeal ； advertising preferences

參考文獻

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