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  • 學位論文

不同產品能見度下懷舊類型對廣告效果之影響

The Influence of Nostalgia Types on Advertising Effects under Different Product Visibility

指導教授 : 練乃華

摘要


本研究之主要目的欲探討在不同能見度產品下,懷舊類型對廣告效果之影響。同時檢視懷舊傾向與性別兩變數之影響,以深入了解不同類型懷舊廣告效果。 本研究採3x2 實驗設計,控制懷舊類型(歷史懷舊、個人懷舊、非懷舊)與產品能見度(高能見度產品:牛仔褲、低能見度產品:印表機)。前測挑選出實驗產品後,以廣告文案達成不同懷舊類型之操弄。受試者隨機看到六則廣告中之一則後,填答問卷以衡量想法與廣告效果。 研究結果顯示,無論在何種能見度產品之下,歷史懷舊能引起較佳的廣告態度與產品態度。本研究推論,歷史懷舊鼓勵個人回想未曾經歷的過往,是一種對黃金時代的嚮往,因而引發的全為正面情感。相較於回想起個人實際經歷過的經驗,可能引發有正有負的情感,歷史懷舊引發的較多正面情感能移轉到廣告態度與產品態度上,因而有較佳之效果,且此效果並不因產品能見度高低而有所不同。 但在購買意願上,本研究發現,正面的廣告態度與產品態度並非能確立較高的購買意願。懷舊類型對購買意願的影響效果是透過廣告認知的中介。顯然消費者在做購買考量時,對於廣告中的產品資訊會較在意。因而於本研究中,資訊較豐富、說服力較高的廣告,皆能顯著引起較高的購買意願。 在個人差異變數上,本研究發現懷舊傾向及性別和懷舊類型、產品能見度之間皆無互動關係,顯示懷舊傾向與性別皆沒有顯著的干擾效果。但本研究發現,懷舊傾向較低者,其廣告態度顯著優於懷舊傾向高者。本研究推論,懷舊傾向高者對於過去的偏好較高、較易被喚起懷舊反應,因而看到廣告時更容易被引發今昔對照之感與不能返回過往的遺憾,因而使其廣告態度較差。在性別的懷舊反應上,本研究則發現,男性能感受到比女性更高的懷舊程度。 本研究對於歷史懷舊與個人懷舊廣告效果之探討是過去文獻未曾涉及的領域,因而於學術上能補足此一空缺,為未來不同類型之懷舊廣告研究提供一方向。於實務上,更可以有效的建議行銷者與廣告人員,根據廣告目的採用個人或歷史懷舊廣告主題,以達到最佳的廣告效果。

並列摘要


The main objective of this study is to examine the influence of nostalgia types on advertising effects under different product visibility. Also, nostalgia proneness and gender are considered as two moderators. Through the examination of these effects, the study provides deeper understanding of nostalgia advertisement. The study uses a 3x2 experimental design, controlling nostalgia type (historical nostalgia, personal nostalgia and non-nostalgia) and product visibility (high visibility product: jeans, low visibility product: printer) as independent variables. After choosing the focal products, six print advertisements were designed using copy to manipulate nostalgia types. After viewing one of the six advertisements, viewers were asked to fill out a questionnaire measuring thoughts and advertising effect. The results have shown that, historical nostalgia can elicit better advertising attitude and product attitude across different product visibility. This may be because historical nostalgia encourages individuals to think of the past they have never been. The longing for the past golden ages thus can elicit all positive feelings. On the other hand, personal nostalgia reminds them of actual past experiences which may elicit positive as well as negative feelings. Therefore, the all positive feelings historical nostalgia elicited can transfer to better advertising attitude and product attitude. The same effect is found across product with different visibility. However, the study discovers that better advertising attitude and product attitude cannot guarantee higher purchase intention. The influence of nostalgia types on purchase intention is mediated by advertising thinking. It is obvious that when a consumer is considering purchase, he or she will focus on product information the advertisement provided. As a result, the more information abundant and more persuasive advertisements elicit higher purchase intention in this study. As for individual differences, results have shown that nostalgia proneness and gender have no moderating effects. However, people with lower nostalgia proneness have better advertising attitude than those with higher nostalgia proneness. This may be because people with higher nostalgia proneness prefer the past more. Their nostalgia responses are also more easily to be elicited. When they see nostalgia advertisements, it is more likely for them to have the comparison of the present and the past. It is also more possible for them to have the regret of not being able to return to the past. The bittersweet feelings may lead to worse advertising attitude. For gender differences, the study found that men can feel higher level of nostalgia than women. The focus of historical nostalgia and personal nostalgia advertisement in this study is not covered in past literatures. Therefore, the results can complement past research results and provide new directions for future studies on nostalgia advertisements. Also,marketers and advertising agency can use the study as a reference, adopting either historical or personal nostalgia as themes to designing more effective advertisements.

參考文獻


曾威智(2005),《懷舊/非懷舊廣告在不同產品涉入下廣告效果之研究-以懷舊傾
闕秋萍(2007),《廣告中自我參照的情感與經驗正負性對廣告效果影響之研
Baker and Kennedy, 1994, “Death by Nostalgia: A Diagnosis of Context-Specific
Richard P. Bagozzi and Alice M. Tybout, eds.,Ann Arbor: Association for
ed. Eric Hobsbawm and Terence Ranger. Cambridge:Cambridge Univerisity Press,

被引用紀錄


陳韻如(2012)。從眾因素、產品因素與從眾行為對衝動性購買行為之影響-以女性面膜購買行為為例〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2012.00515

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