女性雜誌讀者之生活型態、購買涉入感與廣告訴求偏好對廣告效果影響之研究

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文-出版與文化事業管理研究所(停招) > Item 987654321/21855

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题名:	女性雜誌讀者之生活型態、購買涉入感與廣告訴求偏好對廣告效果影響之研究
其它题名:	The Influence of Consumer Life Styles, Degree of Consumer Purchase Involvement and Preferences for Advertising Appeals on the Advertising Effect--the Women's Magazine as an Example
作者:	陳淑萍 Chen, Shu-ping
貢獻者:	出版事業管理研究所應立志 Li-chih Ying
关键词:	廣告訴求;廣告效果;購買涉入;女性雜誌;生活型態 Advertising Appeals;Women's Magazine;Advertising Effect;Life Styles;Purchase Involvement
日期:	2005
上传时间:	2015-07-06 14:31:09 (UTC+8)
摘要:	台灣女性雜誌整體市場活絡，銷售佔比逐年成長，且女性消費能力的增強及消費年齡層擴大，女性雜誌已然成為讀者消費的意見領袖與流行指標。而女性雜誌之獲利管道除雜誌銷售外，廣告收入為女性雜誌的最大收入來源之一。在競爭激烈的女性雜誌市場中，必需要了解各種讀者特性、廣告表現等策略，才能吸引讀者閱讀、增加廣告效益，並獲取廠商青睞以增加廣告收入來源。　　　本研究欲探討女性雜誌讀者之生活型態、購買涉入感與廣告訴求偏好對廣告效果之影響，採用問卷調查法，並針對女性雜誌讀者為研究對象，分析女性雜誌之消費者不同生活型態區隔(時尚崇洋型/保守價格型/務實內涵型/流行浪漫型)、不同購買涉入感(高/低)與對廣告訴求 (感性訴求/理性訴求) 之不同偏好，是否對廣告效果(廣告認知/廣告態度/品牌認知/品牌態度/購買意願)有不同影響。本研究分別探討變數個別及各種組合對廣告效果的影響，並對人口統計變數進行資料分析。　　　研究結果顯示：1.　本研究發現不同之生活型態對於廣告訴求偏好之影響存在差異，其中尤以保守價格型選擇理性訴求明顯比流行浪漫型高；不同生活型態會影響購買涉入程度高低，尤其保守價格型與其他三群相較之下，購買涉入程度最低。2.　四種不同生活型態消費者，對整體廣告效果以及對廣告效果五個構面的影響顯著不同。在廣告認知上，保守價格型的消費者對於女性雜誌廣告認知最低；在廣告態度上，時尚崇洋型、流行浪漫型反應較佳；在品牌認知、品牌態度與購買效果上，保守價格型之消費者在四集群中反應最不佳。3.　高、低不同購買涉入感的消費者，對於整體廣告效果以及對廣告效果五個構面的影響顯著不同，高購買涉入皆優於低購買涉入。4.　不同廣告訴求偏好，並不會影響對整體的廣告效果之反應；但不同廣告訴求對於廣告認知與品牌態度會產生影響，關於廣告認知效果的反應上，偏好理性訴求廣告優於感性訴求廣告；關於品牌態度效果的反應上，偏好感性訴求廣告優於理性訴求廣告。5.　不同生活型態、購買涉入感與廣告訴求偏好三者交互作用下，對女性雜誌消費者閱讀完廣告後之購買意願會產生影響。　　As the sells of women's magazine keep growing year by year, it becomes a flourishing market in Taiwan. Furthermore, due to the enhancement and the enlargement of women's ability of consumption, women's magazine had become the opinion leader and fashion mark. Besides the selling of women's magazine, selling the pages in the magazine becomes another main revenue of the publisher of women's magazine. Therefore, it's required to learn the different possess of magazine readers and the advertising appeal to absorb the readers and the business.　　　This study focuses on how the consumer's lift styles, the degree of consumer purchase involvement and the preferences for advertising appeal influences the effect of advertising. It surveys the consumers who read women's magazine, and analysis consumer's life styles (Foreignism-chasing style/Price-chasing style/Realism-chasing style/Romance-chasing style), degree of consumer purchase involvement (high/low), and the preferences for advertising appeals (rational / emotional) and see if the factors above would cause different effect of advertising. The affection of individual and various combinations to advertising effects (advertisement recognition / advertisement attitude / brand recognition / brand attitude / purchase intension) will be examined. Moreover, the different mag. readers possess of demographic is also put into consideration.　　　The results are as follows:1.　The effects of advertising have outstanding difference in consumer's life styles. Price-chasing Style obviously shows more ration than Roman-chasing Style. And consumer purchase involvement degree is markedly affected by the consumer's life styles. Comparing to the other three styles, Price-chasing Style shows lowest degree of purchase involvement2.　The ensemble of advertising effects and the individual advertising effects have outstanding difference in consumer life styles.3.　The ensemble of advertising effects and the individual advertising effects have outstanding difference in the degree of consumer purchase involvement.4.　The ensemble of advertising effects has no difference in the advertising appeal. But, there is significant difference of advertisement recognition and brand attitude in the preferences for advertising appeal.5.　The interaction between consumer life styles, degree of consumer purchase involvement and the preferences for advertising appeal would cause significant influence on the intension of purchase.
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