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研究生： 陳妤蓁
CHEN,YU-CHEN
論文名稱： 擬人化角色與廣告呈現形式對產品外觀偏好之影響
The Influences of Anthropomorphic Role and Advertisement Presentation on Preference for Products Appearance
指導教授： 林建煌
Jian-Huang Lin
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2018
畢業學年度： 106
語文別： 中文
論文頁數： 107
中文關鍵詞： 擬人化角色 、廣告呈現形式 、產品類型 、好奇心 、自我肯定 、產品外觀
外文關鍵詞： anthropomorphic role, advertisement presentation, products types, appearance of product, self-affirmed, curiosity
相關次數： 點閱：30  下載：0 
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    • 現今廣告在我們生活中無所不在，而有許多企業使用擬人化來行銷或建立品牌形象，而如果當擬人化的角色不同，便會影響消費者對產品屬性或品牌的態度。本研究旨在探討不同擬人化角色(朋友/老師/父親)與不同廣告呈現方式(純文字/文字加圖片)對產品外觀屬性偏好的影響。
    此外，本研究還加入了幾項可能影響的干擾變數，並以實驗法進行研究，實驗一，消費者會對不同類型的產品(享樂/功利)進行理性認知或情感導向的決策，結果表明享樂產品會使消費者更注重產品外觀。實驗二，消費者好奇心狀態也會帶來不同影響，有好奇心的消費者會做出更放縱的選擇。實驗三，受到自我肯定的消費者，會更理性客觀的評估產品資訊。這些干擾變數都可能影響消費者對產品屬性之偏好，因此本研究進一步的探討，而研究結果發現：
    1. 擬人化角色對產品外觀屬性偏好有顯著影響。
    2. 廣告呈現形式對產品外觀屬性偏好有顯著影響。
    3. 產品類型對產品外觀屬性偏好有顯著影響。
    4. 擬人化角色與呈現形式與產品類型對產品外觀屬性偏好具顯著交互作用。
    5. 消費者有無好奇心對產品外觀屬性偏好有顯著影響。
    6. 擬人化角色與呈現形式與消費者有無好奇心對產品外觀屬性偏好具顯著交互作用。
    7. 消費者是否自我肯定對產品外觀屬性偏好有顯著影響。
    8. 呈現形式與消費者是否自我肯定對產品外觀屬性偏好具顯著交互作用。

    Nowadays, there are many enterprises which use the anthropomorphism as marketing strategies. Moreover, if enterprises use anthropomorphism form in different roles, it affects consumer’s attitude towards product attributes. The study aims to discussing the customer’s preference of the appearance of products how to be affected by different anthropomorphic characters (such as friends, teachers, or a father), and different kinds of advertisement (such as words only, or words with photos). Additionally, the study also adds moderator that could cause influence on the preferences of customers. Firstly, customers will make different decisions on different types of products (hedonic/utilitarian). Secondly, the curiosity of a customer will also have different influences on the preference of a customer. The customers who are curious will make choices that are more indulgent. Thirdly, the customers who are self-affirmed will evaluate a product more rationally and objectively. All of these moderator variables can all have influences on the customers’ preferences for the appearance of products. The results are as follows:
    1. The personified characters have a significant effect on customers’ preferences for the appearance of a product.
    2. The ways of presenting advertisements have a significant effect on customers’ preferences for the appearance of a product.
    3. The types of products have a significant effect on customers’ preferences for the appearance of a product. 4. The personified characters, ways of presenting advertisements, and types of products have significant interaction on customers’ preferences for the appearance of a product.
    5. Whether the customer is curious has a significant effect on the customers’ preferences for the appearance of a product.
    6. The personified characters, ways of presenting advertisements, and whether the customer is curious have significant interaction on customers’ preferences for the appearance of a product.
    7. Whether the customer is self-affirmed has a significant effect on the customers’ preferences for the appearance of a product.
    8. The ways of presenting advertisements and whether the customer is self-affirmed have significant interaction on customers’ preferences for the appearance of a product.

    摘要 I Abstract II 圖目錄 VIII 表目錄 IX 第一章 緒論 1 1-1 研究動機與背景 1 1-2 研究目的與問題 2 1-3 研究流程 4 第二章 文獻探討與研究假設 5 2-1 對產品屬性偏好 5 2-1-1 功能 5 2-1-2 外觀 5 2-1-3 功能與外觀 6 2-2 擬人化角色 6 2-2-1 擬人化的方法 6 2-2-2 擬人化對消費者影響 7 2-2-3 擬人化角色 7 2-3 呈現形式 9 2-3-1 雙碼理論 10 2-3-2 雙碼理論與消費者行為 11 2-4 購買情境(享樂/功利) 12 2-4-1 享樂情境 12 2-4-2 功利情境 12 2-4-3 享樂與功利屬性之評估 13 2-4-4 享樂/功利情境與產品屬性之關聯 13 2-5 好奇心 15 2-5-1 好奇心之定義 15 2-5-2 好奇心與產品屬性之關聯 17 2-6 自我肯定 18 2-6-1 自我肯定定義 19 2-6-2 自我肯定對行為之影響 19 2-6-3 自我肯定與產品外觀 20 第三章 研究方法 22 3-1 實驗一 22 3-1-1 實驗一研究架構 22 3-1-2 實驗產品選擇 23 3-1-3 變數之定義與衡量 23 3-1-4 研究設計 25 3-1-5 研究對象 27 3-2 實驗二 27 3-2-1 實驗二研究架構 27 3-2-2 實驗產品選擇 28 3-2-3 變數之定義與衡量 28 3-2-4 前測 31 3-2-5 研究設計 32 3-2-6 研究對象 34 3-3 實驗三 35 3-3-1 實驗三研究架構 35 3-3-2 實驗產品選擇 35 3-3-3 變數之定義與衡量 36 3-3-4 研究設計 38 3-3-5 研究對象 41 3-4 統計方法與工具 42 第四章 研究結果 43 4-1 實驗一 43 4-1-1 操弄性檢定 43 4-1-2 資料分析與假說驗證 44 4-2 實驗二 50 4-2-1 操弄性檢定 50 4-2-2 資料分析與假說驗證 51 4-3 實驗三 58 4-3-1 操弄性檢定 58 4-3-2 資料分析與假說驗證 59 4-4 假設驗證結果整理 64 第五章 研究結論與建議 67 5-1 研究結論 67 5-1-1 擬人化角色與呈現方式與購買情境對產品外觀偏好之影響 67 5-1-2 擬人化角色與呈現形式與好奇心對產品外觀偏好之影響 68 5-1-3 擬人化角色與呈現形式與自我肯定對產品外觀偏好之影響 68 5-2 實務上意涵與建議 69 5-3 研究限制 69 5-4 未來研究建議 70 參考文獻 72 附錄一、實驗一圖片 78 附錄二、實驗一正式問卷(享樂) 79 附錄三、實驗一正式問卷(功利) 81 附錄四、實驗二圖片 83 附錄五、實驗二正式問卷(有好奇心) 84 附錄六、實驗二正式問卷(無好奇心) 87 附錄七、實驗三圖片 90 附錄八、實驗三正式問卷(自我肯定) 91 附錄九、實驗三正式問卷(無自我肯定) 94

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