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LINE企業貼圖類型對廣告效果之影響 = The Advertising...

國立高雄大學資訊管理學系碩士班

LINE企業貼圖類型對廣告效果之影響 = The Advertising Effect of Different Types of Enterprises’ Sticker on LINE

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Advertising Effect of Different Types of Enterprises’ Sticker on LINE
作者:	田子弘,
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:	59面圖，表 : 30公分;
標題:	LINE
標題:	LINE
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/95811697403252212815
附註:	104年10月31日公開
附註:	參考書目：面36-40
摘要註:	LINE為台灣最普及的即時通訊軟體應用程式,其貼圖更是吸引許多使用者的目光,因此企業紛紛在LINE上發行貼圖,但企業貼圖是否具有廣告效益,則值得加以探討。企業貼圖的元素包含了自家企業的品牌名稱、商標、或者是對外的一種形象,這也使得貼圖的呈現相當的多元與豐富。本研究從品牌置入程度以及與品牌形象一致性的角度,來探討何種的貼圖類型能夠獲得有效的廣告效果。本研究採用實驗設計,以LINE的使用者為研究對象,採用便利抽樣的方式,在PTT進行問卷發放,在扣除無效樣本之後,共計624筆有效樣本。原本貼圖類型由品牌置入程度高低和與品牌形性一致性高低構成,共有四類;但經由前測結果發現,目前的企業貼圖類型並無品牌置入程度高和與品牌形象一致性低之類型,故僅以三種貼圖類型進行調查。研究結果顯示,LINE的企業貼圖對於企業而言,是具有廣告的效益。而三種貼圖類型對於廣告效果中的記憶效果、廣告態度以及品牌態度皆有顯著差異,其中以高品牌置入程度與高品牌形象一致性之貼圖類型的廣告效果最佳。本研究並依照研究結果提出建議,以供欲在LINE上發行貼圖的企業之參考。 The most popularize instant message app in Taiwan is LINE. Its stickers attract a lot of users. There are more and more enterprises released their own stickers on LINE. It's worthy to explore whether enterprises' stickers could achieve advertising effectiveness. The elements of enterprises' stickers include enterprises' brand name, logo or a kind of image, which makes stickers more diverse and rich. In this study, we explore which enterprise sticker design of LINE will have more advertising effectiveness from the view of degree of brand placement and consistency of brand image. This study adopts laboratory experiment to collect data from LINE users through the internet questionnaires. After deleting invalid questionnaires, 624 valid responses were employed. There were four types of sticker, but we found that the sticker type that is high degree of brand placement and low consistence with brand image does not exist in the pretest. Thus, we only use three types of sticker. The result shows that enterprise stickers do have advertising effectiveness, and there are significant differences between different types of stickers. The most effective type is stickers designed with high degree of brand placement and high consistence with brand image. Last, we propose several suggestions for enterprises who want to release stickers on LINE according to the result.

LINE企業貼圖類型對廣告效果之影響 = The Advertising Effect of Different Types of Enterprises’ Sticker on LINE
田, 子弘

LINE企業貼圖類型對廣告效果之影響 = The Advertising Effect of Different Types of Enterprises’ Sticker on LINE / 田子弘撰 - [高雄市] : 撰者, 2015[民104]. - 59面 ; 圖，表 ; 30公分.
104年10月31日公開參考書目：面36-40.
LINELINE

LINE企業貼圖類型對廣告效果之影響 = The Advertising Effect of Different Types of Enterprises’ Sticker on LINE
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