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廣告圖片激發之情緒對點擊態度與點擊意圖之影響 = Effects of ...

國立高雄大學資訊管理學系碩士班

廣告圖片激發之情緒對點擊態度與點擊意圖之影響 = Effects of Emotion Stimulated by Picture-typed Advertisement on Click Attitude toward Click Intention-Moderating Impact of Involvement : 涉入程度的干擾效果

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Effects of Emotion Stimulated by Picture-typed Advertisement on Click Attitude toward Click Intention-Moderating Impact of Involvement
副題名:	涉入程度的干擾效果
作者:	陳正華,
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:	2015[民104]
面頁冊數:	62面圖，表 : 30公分;
標題:	情緒
標題:	Emotion
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/51535735711150728427
附註:	104年10月31日公開
附註:	參考書目：面48-51
摘要註:	對線上社群廣告而言,促使消費者點擊該廣告,藉此將消費者導入購買頁面是相當重要的。文獻指出,消費者在瀏覽廣告時會產生某種情緖,並因此產生行為(例如點擊廣告)。然而,過去文獻並未深入探討有關廣告圖片激發之情緖對點擊態度與點擊意圖之影響。本研究以此為動機,針對保險類廣告,探討正向與負向情緖與點擊態度的關聯模式。本研究第一階段將透過前測選出足以代表正、負情緖的圖片。第二階段將透過該圖片作為衡量消費者情緖的依據,以驗證此關聯模式。本研究同時也探討涉入程度對情緖與點擊態度之關係的干擾效果。根據蒐集正向情緖樣本170份及負向情緖樣本212份的分析結果,本研究發現:(一)正負向情緖對於廣告點擊態度皆呈現正向影響,且正向情緖影響的顯著性較高;(二)將其影響依涉入程度高低分群後,正向情緖對點擊態度的影響降低,而負向情緖則不顯著。本研究同時也就研究發現進行討論並提出管理意函。 Upon the popularity of online picture-typed advertisements, it has been increasingly important to develop stimulation of click on picture to lead to the purchasing site. Literature indicates that emotion may be produced while browsing picture-typed advertisement, and there after presenting such as behavior clicking on the picture. However, literature at the same time has paid limited attention to the effect of emotion produced by picture-type advertisement on the click attitude toward click intention. The purpose of the current research is to propose a research model that describes the relationships between emotions produced and click attitude toward click intention. The model is examined via two stages. The first stage is to select the pictures that mostly represent positive and negative emotion produced via an online survey. The second stage is to examine the proposed research model. A salient consideration is to test the moderation effect of product involvement. Based on the data analysis of 170 valid samples for positive emotion picture and 212 valid samples for the negative one, the main research findings are as follows: (1)Both positive and negative emotion positively and significantly influences click attitude toward click intention, of which the positive emotion presents stronger than negative one. (2)The effect of positive emotion is reduced and that of negative emotion becomes insignificant when the involvement moderates the relationships. Discussion and implications are also addressed.

廣告圖片激發之情緒對點擊態度與點擊意圖之影響 = Effects of Emotion Stimulated by Picture-typed Advertisement on Click Attitude toward Click Intention-Moderating Impact of Involvement : 涉入程度的干擾效果
陳, 正華

廣告圖片激發之情緒對點擊態度與點擊意圖之影響 = Effects of Emotion Stimulated by Picture-typed Advertisement on Click Attitude toward Click Intention-Moderating Impact of Involvement : 涉入程度的干擾效果 / 陳正華撰 - [高雄市] : 撰者, 2015[民104]. - 62面 ; 圖，表 ; 30公分.
104年10月31日公開參考書目：面48-51.
情緒Emotion

廣告圖片激發之情緒對點擊態度與點擊意圖之影響 = Effects of Emotion Stimulated by Picture-typed Advertisement on Click Attitude toward Click Intention-Moderating Impact of Involvement : 涉入程度的干擾效果
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