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  • 學位論文

主題樂園廣告訴求、促銷方式、廣告效果對消費意願影響之研究—以朝陽大學生為例

A Study on Effect of the Theme Park Advertising Appeal, Sales Promotion and Advertising Effect on Purchase Intention

指導教授 : 朱瑞淵
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摘要


在競爭激烈的環境及少子化的影響下,台灣主題樂園如何去吸引消費族群前往消費成爲永續經營的關鍵之一。為此,本研究旨在探討主題樂園廣告訴求、促銷方式、廣告效果對消費意願的影響。 本研究採取實驗設計法,以廣告訴求和促銷方式兩個操作變數,進行2x2之實驗設計;並以朝陽科技大學學生為研究對象,透過便利抽樣的方式選取八個班級進行問卷發放。問卷共發放了328份,回收328份,有效問卷回收率達100%。結果顯示,受測對象以女性為居多,佔72.3%,且超過一半以上都有在打工,高達85.7%的受訪者都顯示沒有去過義大遊樂世界,但僅有2.1%的受測者表示沒有去過其他主題樂園,而每月零用金以5000元以下為最多,佔總數的一半,至於廣告效果與消費意願的部分皆達中高以上之程度。經迴歸分析結果發現,理性訴求的廣告在消費者品牌態度的建立上較感性訴求的廣告更具良好效果,而且廣告效果對消費意願有正向影響關係,當中以品牌態度的效果最好。而受測者不同的社經背景對廣告效果與消費意願的影響部分,經由變異數分析發現並無顯著差異性。 因此,本研究建議廣告商在策劃拍攝的内容時,可以以理性訴求的因素作為廣告内容的主軸,以強調主題樂園的獨特性爲主,且建議主題樂園業者可從各種類型的活動贊助來建立品牌形象,進而影響消費者對於主題樂園的品牌態度。主題樂園業者也可以透過更多元化的促銷方式來提升消費者的消費意願,而不只局限於價格促銷。

並列摘要


Under the highly competitive environment and influence of low birth rate in Taiwan, how to attract consumers make their consumption in the theme park become one of the successful keys of the Taiwan theme park. Therefore, the purpose of this study is to analyze the effect of theme park advertising appeal, sales promotion and advertising effect on purchase intention. This study adopted 2×2 experiment design, advertising appeal and sales promotion will be the operating variables; and collected sample through convenience sampling in Chaoyang University of Technology, 8 classes were chosen, a total of 328 participants were included in the study. Results show that, 72.3% among them are female, and most of them have part time job, up to 85.7% participants never go E-Da Theme Park before, but only 2.1% participants show that never went other theme park before, and half of them pocket money are below NT5,000. The overall of advertising effect and purchase intention are reached medium high degree. Regression analysis showed that consumers would have better brand attitude on the advertising that using rational appeal strategy than the one that using emotional appeal strategy. The advertising effect has positive impact on purchase intention, which brand attitude show the best result. There are no significant difference on different socio-economic background of participants toward advertising effect and purchase intention by MANOVA. Therefore, this study suggests that the advertiser of the theme park should use rational appeal strategy as the main axis of advertising content. Theme park operator also can provide various types of sponsorships for brand image and attitude building. Apart from that, a wider variety of promotions is recommendation.

參考文獻


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被引用紀錄


張榕真(2017)。喜餅標誌設計的兼格修辭研究〔碩士論文,國立臺中科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0061-1408201716241200

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