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系統識別號 U0002-3001200723542200
中文論文名稱 電視購物廣告效果之研究
英文論文名稱 The Effect of Advertising Message in TV Shopping
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 95
學期 1
出版年 96
研究生中文姓名 劉貞珍
研究生英文姓名 Chen-Chen Liu
學號 793450460
學位類別 碩士
語文別 中文
口試日期 2007-01-05
論文頁數 81頁
口試委員 指導教授-李月華
委員-吳長生
委員-黃曼琴
委員-李月華
中文關鍵字 電視購物  訊息內容  知覺風險  廣告涉入  變異數分析 
英文關鍵字 TV shopping  information content  perceived risk  involvement  MANOVA 
學科別分類 學科別社會科學管理學
中文摘要 科技的進步,改變了消費者的消費方式與習慣,也帶起了虛擬通路的風潮,其中又以電視購物成長最快。電視購物不但提供消費者購物的方便性與產品的多樣化選擇,且能透過主持人對產品的詳細介紹來了解產品,節省了許多產品資訊搜尋的時間。
沒有店面,只靠著在大家都接觸得到的電視上開了購物平台,到底有什麼樣的吸引力?電視購物頻道提供了什麼樣的廣告訊息,來刺激消費者在極短的時間內,或根本沒有時間考慮的情況下購買產品?消費者的知覺風險及廣告涉入程度高低將會如何影響訊息內容的接收,以及影響對電視購物頻道的廣告態度及購買意願?本研究以電視購物之消費者為對象,就電視購物頻道廣告訊息內容、消費者的知覺風險與廣告涉入程度,對廣告效果的影響作分析及研究。以供經營電視購物頻道業者參考,以滿足消費者之需求,進而引起購物意願。
本研究以因素分析(Factor Analysis),集群分析(Cluster Analysis)及三因子變異數分析(Three-ways MANOVA),進行因素縮減及分群,分析不同訊息內容偏好的消費者、不同知覺風險類型及廣告涉入程度高低對電視購物頻道廣告態度及購買意願之影響。分析樣本以回收之有效問卷214份為基礎。分析結果如下:
1.知覺風險會干擾消費者不同訊息內容偏好對購買意願之影響;但不會干擾消費者不同訊息內容偏好對廣告態度之影響。廣告涉入程度高低並不會干擾消費者不同訊息內容偏好對廣告態度及購買意願之影響。
2.消費者對電視購物廣告訊息的偏好不同,對電視購物廣告態度及購買意願亦有不同。「功能與經濟訴求」訊息內容偏好者與「服務與保證訴求」訊息內容偏好者皆比「形象與風格訴求」訊息內容偏好者有較佳之廣告態度。「服務與保證訴求」訊息內容偏好者比「形象與風格訴求」偏好者有較佳之購買意願。
3.不同知覺風險類型對電視購物購買意願的影響有顯著差異,但對電視購物的廣告態度無顯著差異。在知覺風險類型中,「自我滿足型」的消費者比「理智實際型」的消費者有較佳之購買意願。
4.「高廣告涉入程度」者比「低廣告涉入程度」者有較佳之廣告態度,也有較佳之購買意願。
英文摘要 The improvement of technology has changed the consumption behaviors of customers. And also, it has stimulated customers to consume through virtual stores, especially TV shopping. TV shopping channel provides a convenient way for shopping and various choices of products. Customers can get sufficient information through hosts’ detailed introduction for products, so that they can save time to collect products’ information by themselves when shopping in TV shopping channels.
What attracts customers to buy products in TV shopping channels? What information contents TV shopping channels provide? Why customers can decide to buy products without careful consideration in TV shopping channels? How the perceived risks of customers affect the information contents to be delivered? How the involvements of customers affect the information contents to be received? This study is trying to analyze the relationship and effects between the preference of information content of customers, the perceived risks of customers and the involvement level of customers and how these 3 factors affect the advertisement attitude and purchasing intention.
The main analysis ways used in this study are factor analysis, cluster analysis and MANOVA. The analysis samples are total 214 and got results as below:
1.The perceived risk of customers will interfere with the effect between the different preferences of information content and purchasing intention, but will not interfere with the effect between the different preference of information content and ads attitude. The involvement level of customers will not interfere with the effect between the different preferences of information content, ads attitudes and purchasing intention.
2.The different preferences of information content of customers will affect the ads attitude and purchasing intention.
3.The different types of perceived risk of customers will affect the purchasing intention, but won’t affect the ads attitude.
4.The high-involved customers will have better ads attitudes and purchasing intention than the low-involved customers.
論文目次 目 錄
目 錄 i
表 目 錄 ii
圖 目 錄 iii

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究步驟 4
第二章 文獻探討 5
第一節 電視購物 5
第二節 廣告訊息 9
第三節 知覺風險 12
第四節 廣告涉入 18
第五節 廣告效果 24
第三章 研究方法 32
第一節 研究架構與研究假說 32
第二節 研究對象及抽樣方法 34
第三節 研究變數之定義與衡量 35
第四節 問卷設計 37
第五節 資料分析與統計方法 38
第四章 資料分析 40
第一節 資料回收狀況及樣本結構描述性分析 40
第二節 單因子變異數分析與卡方檢定 43
第三節 問卷信度分析 45
第四節 各研究構面之平均數分析 46
第五節 各研究構面之因素分析與集群分析 48
第六節 訊息內容、知覺風險、廣告涉入、廣告態度及購買意願之變異數分析 56
第五章 結論與建議 61
第一節 結論 61
第二節 對電視購物產業之建議 63
第三節 研究限制及後續研究之建議 64
參考文獻 65
附錄一:前測問卷 74
附錄二:正式問卷 78

表 目 錄
表2-1 廣告訊息內容衡量準則與定義表 10
表2-2 Jacoby and Kaplan(1972) 知覺風險的五個構面 13
表2-3 Roselius(1971) 知覺風險的四個構面 14
表2-4 Murry and Schlacter (1990) 服務風險類型的六個構面 14
表3-1 知覺風險問項 36
表4-1 受訪者之電視購物消費及收視行為 41
表4-2 受訪者之人口統計變數 42
表4-3 受訪者之人口統計變數與電視購物消費及收視行為對訊息內容、知覺風險
、廣告涉入、廣告態度及購買意願間之影響之變異數分析 43
表4-4 受訪者之人口統計變數與電視購物消費及收視行為之卡方檢定 44
表4-5 Cronbach’s α 信賴係數法之信度衡量標準 45
表4-6 本研究問卷構面之Cronbach’s α值 46
表4-7 廣告涉入程度組別之統計及檢定表 46
表4-8 知覺風險因素特徵值、累積解釋變異量及Cronbach’s α 值 49
表4-9 知覺風險因素一:有形的金錢損失 49
表4-10 知覺風險因素二:無形的不安全感 50
表4-11 知覺風險因素三:直覺的風險 50
表4-12 各集群在知覺風險構面之變異數分析 50
表4-13 知覺風險集群之判別分析 51
表4-14 訊息內容因素特徵值、累積解釋變異量及Cronbach’s α 值 52
表4-15 訊息內容因素一:價格與功能導向 52
表4-16 訊息內容因素二:服務與便利導向 53
表4-17 訊息內容因素三:情境與說服導向 53
表4-18 訊息內容因素四:品味與獨特導向 54
表4-19 各集群在訊息內容構面之變異數分析 54
表4-20 訊息內容集群之判別分析 55
表4-21 訊息內容、知覺風險與廣告涉入對廣告態度及購買意願之變異數分析 56
表4-22 訊息內容對廣告態度及購買意願影響之變異數分析 58
表4-23 知覺風險對廣告態度及購買意願影響之變異數分析 59
表4-24 廣告涉入程度對廣告態度及購買意願影響之變異數分析 60
表5-1 假設驗證結果 61

圖 目 錄
圖1-1 研究流程圖 4
圖2-1 FCB Model 之基本架構 9
圖2-2 涉入的概念化架構 21
圖2-3 Roseberg and Hovland 之態度概念圖 26
圖2-4 態度與購買行為之關係 27
圖2-5 消費者決策程序模式 28
圖2-6 評估可行方案與購買決策間經歷之階段 29
圖3-1 本研究架構圖 32
圖4-1 受訪者所購買的產品比例 42
圖4-2 廣告態度分數分佈 47
圖4-3 購買意願分數分佈 48

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