節目型態如何影響廣告效果─以汽車商品為

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Title:	節目型態如何影響廣告效果─以汽車商品為 How Dose Programming Type Effect Responses of Advertising - An Example of Car
Authors:	蔡文棋
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	廣告效果認知需求廣告訴求節目類型推敲可能模式 advertising effectiveness advertising appeals need for cognition TV programming types elaboration likelihood model
Date:	2017
Issue Date:	2017-08-10 10:39:46 (UTC+8)
Abstract:	本研究以推敲可能性模式理論內容研究為依據，目的為探討節目型與廣告訴求如何影響廣告效果，並以認知需求特質為干擾變數，意即收視不同電視節目型態與廣告訴求組合，認知需求特質不同的干擾對廣告效果影響。本研究以汽車廣告為例，以節目類型與廣告訴求2x2因子實驗設計的準實驗室研究法於網路投放問卷，讓受測者各自觀看不同節目與廣告訴求組合，調查認知需求與廣告效果。結果發現，各組不同節目與廣告訴求組合的廣告效果不顯著，認知需求對不同廣告訴求的廣告效果干擾影響部分顯著，對不同節目類型則不顯著，此結果發現消費者認知需求對廣告訴求的廣告效果干擾影響較明顯，部份符合推敲可能模式消費者訊息說服途徑不同的理論。 Based on the theory of Elaboration Likelihood Model, the purpose of this research is to discuss how TV programming types and advertising appeals combination effect the commercial advertising effectiveness, using consumers’ need for cognition as the moderating variables. In this study, we take car product’s TV advertising as example. Used a 2×2 factorial experiment design, with two different advertising appeals of two TV programming types. Data were collected with internet questionnaire survey, The results show TV programming type and advertising combination don’t have significant on advertising effectiveness, but moderation effect of need for cognition between those two have some significant. The reason is need for cognition have some significant effects on advertising appeals, but on programming types don’t have significant. Part of that follows ELM.
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