國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

罪惡感訴求與產品類型對善因行銷效果的影響 = Influence of ...

國立高雄大學經濟管理研究所

罪惡感訴求與產品類型對善因行銷效果的影響 = Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness
作者:	李昱欣,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	93面圖，表 : 30公分;
標題:	善因行銷
標題:	cause-related marketing
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/07661365669428921377
附註:	指導教授：張純端
附註:	參考書目：面65-69
摘要註:	善因行銷可以影響消費者對產品的回應與購買決定，許多研究開始討論如何提升善因行銷對消費者決策的效果，並發現消費者購買決策會受到產品類型與廣告訴求的影響。因此，企業如何針對產品特性設計適合的善因行銷廣告成為一個值得討論的議題。本研究以產品類型相關文獻為基礎，透過是否強調罪惡感廣告訴求的方式，來了解消費者面對不同產品類型與罪惡感廣告訴求時，善因行銷廣告效果是否有明顯差異。　　本研究以產品促銷進行實驗設計，實驗為3x2的雙因子設計，操作變數為產品類型（實用性產品 VS. 享樂性產品 VS. 兼具實用性與享樂性產品）和罪惡感訴求（強調罪惡感訴求 VS. 沒有強調罪惡感訴求），共6組實驗情境。研究結果發現，將兼具實用性與享樂性的產品應用在善因行銷廣告上或者強調罪惡感訴求都可以得到較好的善因行銷廣告效果，而當對兼具實用性與享樂性產品應用罪惡感訴求時，可以得到最好的善因行銷廣告效果。　　Cause-related marketing （CRM）could influences reaction and purchasing decision of consumers. Many of researches discuss how to improve the effectiveness of CRM on consumer decisions and find that product types and advertisement appeals could influence purchasing decisions of consumer. Hence, it is an important issues that corporation how to design CRM advertisement properly. In this study, we based on the literatures related to product types to understand the difference of CRM advertisement appeals whether the study emphasize guilt appeals. 　　An experiment of 3 (product types: “practical products” vs. ” hedonic products” vs. “both practical and hedonic products”) x2 (guilt appeals: “emphasis guilt appeals” vs. “Not emphasis guilt appeals”) factorial design is conducted, using a fictitious scenario of product promotion. There are six scenarios in the study. The finding of study indicates that using both practical and hedonic products and guilt appeals on CRM advertisement will result better effectiveness. When using both practical and hedonic products and guilt appeals at the same time, there is the most effectiveness of advertisement in the study.

罪惡感訴求與產品類型對善因行銷效果的影響 = Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness
李, 昱欣

罪惡感訴求與產品類型對善因行銷效果的影響 = Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness / 李昱欣撰 - [高雄市] : 撰者, 2008[民97]. - 93面 ; 圖，表 ; 30公分.
指導教授：張純端參考書目：面65-69.
善因行銷cause-related marketing

罪惡感訴求與產品類型對善因行銷效果的影響 = Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness
LDR:03457nam0a2200289 450 001 133618
005 20170214095951.0
009 133618
010 0 $b 精裝
010 0 $b 平裝
100 $a 20170214y2008 k y0chiy09 e
101 1 $a chi $d chi $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 罪惡感訴求與產品類型對善因行銷效果的影響 $d Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness $f 李昱欣撰
210 $a [高雄市] $c 撰者 $d 2008[民97]
215 0 $a 93面 $c 圖，表 $d 30公分
300 $a 指導教授：張純端
300 $a 參考書目：面65-69
328 $a 碩士論文--國立高雄大學經濟管理研究所
330 $a 善因行銷可以影響消費者對產品的回應與購買決定，許多研究開始討論如何提升善因行銷對消費者決策的效果，並發現消費者購買決策會受到產品類型與廣告訴求的影響。因此，企業如何針對產品特性設計適合的善因行銷廣告成為一個值得討論的議題。本研究以產品類型相關文獻為基礎，透過是否強調罪惡感廣告訴求的方式，來了解消費者面對不同產品類型與罪惡感廣告訴求時，善因行銷廣告效果是否有明顯差異。　　本研究以產品促銷進行實驗設計，實驗為3x2的雙因子設計，操作變數為產品類型（實用性產品 VS. 享樂性產品 VS. 兼具實用性與享樂性產品）和罪惡感訴求（強調罪惡感訴求 VS. 沒有強調罪惡感訴求），共6組實驗情境。研究結果發現，將兼具實用性與享樂性的產品應用在善因行銷廣告上或者強調罪惡感訴求都可以得到較好的善因行銷廣告效果，而當對兼具實用性與享樂性產品應用罪惡感訴求時，可以得到最好的善因行銷廣告效果。　　Cause-related marketing （CRM）could influences reaction and purchasing decision of consumers. Many of researches discuss how to improve the effectiveness of CRM on consumer decisions and find that product types and advertisement appeals could influence purchasing decisions of consumer. Hence, it is an important issues that corporation how to design CRM advertisement properly. In this study, we based on the literatures related to product types to understand the difference of CRM advertisement appeals whether the study emphasize guilt appeals. 　　An experiment of 3 (product types: “practical products” vs. ” hedonic products” vs. “both practical and hedonic products”) x2 (guilt appeals: “emphasis guilt appeals” vs. “Not emphasis guilt appeals”) factorial design is conducted, using a fictitious scenario of product promotion. There are six scenarios in the study. The finding of study indicates that using both practical and hedonic products and guilt appeals on CRM advertisement will result better effectiveness. When using both practical and hedonic products and guilt appeals at the same time, there is the most effectiveness of advertisement in the study.
510 1 $a Influence of Guilt Appeal and Product Type on Cause-Related Marketing Effectiveness
610 0 $a 善因行銷 $a 產品類型 $a 罪惡感
610 1 $a cause-related marketing $a product types $a guilt appeal
681 $a 008M/0019 $b 301208 4067 $v 增訂八版
700 1 $a 李 $b 昱欣 $4 撰 $3 166109
712 0 2 $a 國立高雄大學 $b 經濟管理研究所 $3 166103
801 0 $a tw $b NUK $c 20081020 $g CCR
801 1 $a tw $b NUK $c 20081020 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/07661365669428921377