產品類別、涉入程度及廣告音樂對廣告態度及廣告認知之影響

標題:	產品類別、涉入程度及廣告音樂對廣告態度及廣告認知之影響 The Effect of Product Type, Involvement and Music on Attitudes and Cognitions toward Commercials
作者:	莊青岳張家齊 Chia-Chi Chang 管理學院管理科學學程
關鍵字:	涉入程度;產品類別;音樂;廣告態度;廣告認知;involvement;product type;music;attitude toward advertisment;cognitive toward advertisment
公開日期:	2005
摘要:	廣告會帶來多大的廣告效果，已有許多文獻的研究，廣告文獻也分成了許多的領域，針對廣告原素的研究也不在少數。本研究即探討廣告中的音樂，是否會帶來不同的影響。研究中，共分三個自變項，分別為產品類別（Hedonic及Utilitarian），涉入程度（高涉入程度及低涉入程度），廣告音樂（有音樂及無音樂），是一222的研究，而在依變項中，包括廣告態度及廣告認知。企圖，在其中找出一個通則，音樂應該如何應用在廣告中，提供企業界，決定廣告時的一個參考。 There are many domains in Advertisement effect related researches. One of them is advertisement element. This study discuss about what effect of music in advertisement. There three dependent variables, including product type (Hedonic/Utilitarian), involvement (High/Low) and advertisement music (Music/Without Music), and there are two independent variables, attitude toward advertisement and cognitive toward advertisement. Try to find out what kind of product should use an advertisement with music or an advertisement without music.
URI:	http://140.113.39.130/cdrfb3/record/nctu/#GT009362523 http://hdl.handle.net/11536/79950
Appears in Collections:	Thesis

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