練乃華臺灣大學:商學研究所林郁芳Lin, Yu-FangYu-FangLin2010-06-012018-06-292010-06-012018-06-292008U0001-2406200815530400http://ntur.lib.ntu.edu.tw//handle/246246/184492由於服務業的無形性(intangibility)，消費者難以在購買前瞭解服務的過程與結果，也缺乏客觀具體的標準來判斷服務的內容與價值，因而提高了顧客的知覺風險。所以應如何藉由適宜的廣告設計方式將無形的服務有形化，是一項重要的研究議題。本研究參考Stafford and Day (1995)的實驗架構並進行變數修改，探討在不同的服務業類型下，平面廣告中廣告訴求方式與屬性類別對廣告效果(廣告態度、品牌態度與購買意願)的影響。 本研究採用實驗設計法，以「服務業類型」、「廣告文字訴求」與「屬性類別」為自變數，分成「歡樂性用途」與「功能性用途」兩種服務業；「感性」與「理性」兩種廣告訴求；「過程屬性」與「結果屬性」兩種類別，共八個實驗組，並以台灣大學管理學院之大學部以及研究所的學生為施測對象，來進行研究。究結果指出：、在功能性服務業類型下，理性訴求比感性訴求產生較佳的廣告態度與購買意願；而在歡樂性服務業類型下，感性訴求比理性訴求產生較佳的廣告態度、品牌態度與購買意願。、在功能性服務業類型下，結果屬性比過程屬性產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，過程屬性比結果屬性產生較佳的廣告態度、品牌態度與購買意願。、在功能性服務業類型下，理性訴求和結果屬性的搭配方式比其他的搭配方式產生較佳的廣告態度、品牌態度與購買意願；而在歡樂性服務業類型下，感性訴求與過程屬性的搭配方式比其他的搭配方式產生較佳的品牌態度。Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types. Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute). The conclusions are as follows：.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention..As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention..As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations.論文摘要..........................Ihesis Abstract...................II錄..............................IV目錄............................VI目錄............................VIII一章 緒論......................1第一節 研究背景與動機............1第二節 研究目的..................4二章 文獻探討..................5第一節 服務的概念................5第二節 廣告文字訴求..............14第三節 過程屬性與結果屬性........22三章 研究方法..................34第一節 研究架構..................34第二節 研究假說..................35第三節 研究變數之定義與衡量方法..39第四節 前測......................43第五節 研究設計..................53第六節 資料處理與分析方式........62四章 研究結果..................63第一節 樣本回收情況與分布........63第二節 信度分析..................64第三節 操弄檢定..................65第四節 假說檢定..................71第五節 實驗假說之驗證............79第六節 其他發現..................80五章 結論與建議 ................87第一節 研究結論..................87第二節 研究討論..................89第三節 行銷意涵..................94第四節 研究限制..................95第五節 後續研究建議..............96考文獻..........................98中文文獻 .........................98英文文獻 .........................98錄..............................111附錄一：前測一問卷...............111附錄二：前測二問卷...............113附錄三：前測三問卷...............115附錄四：正式實驗之平面廣告.......118附錄五：正式問卷—功能性服務業...119附錄五：正式問卷—歡樂性服務業...123application/pdf1118113 bytesapplication/pdfen-US服務業類型感性訴求理性訴求過程屬性結果屬性Service typeEmotional appealRational appealOutcome attributeProcess attributethesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184492/1/ntu-97-R95741003-1.pdf