臺灣博碩士論文加值系統

消費者長期受到行銷的各種技巧與方式選購產品，使得消費者漸漸變得接觸到某些行銷手法已經產生厭倦，美國的行銷公司Dynamic Artisans Group, Inc.發展出了一種行銷方式，藉著轉換銷售員的角色為顧問，稱之為教育本位行銷（Educational-based Marketing；EBM），其著重於教育消費者，使得消費者對於產品的知識增加來引導消費者選擇產品。本研究利用準實驗研究法設計，擇取教育本位行銷及銷售本位行銷(Selling-Based Marketing；SBM)的廣告影片進行實驗，並利用多變量共變數分析(MANCOVA)分析結果，排除認知需求及產品涉入，探討高、低涉入群的消費者觀看影片後產生的消費者行為是否產生影響。
研究結果顯示EBM組影片之受試者之廣告訊息涉入、認知反應、購買意願、廣告態度、態度接受度比SBM組高涉入受試者有顯著差異。SBM組低涉入受試者有著比SBM組高涉入受試者更高的廣告訊息涉入、認知反應、購買意願、廣告態度、態度接受度及品牌態度。故，EBM確實對消費者有提升的效果，而SBM應用於低涉入的受試者中則也有提升效果；另，SBM組的影片在品牌態度上有比EBM影片更好的提升效果。在管理意涵部分，本研究建議對於不確定對產品是否有了解的消費群，可不以銷售為主，以提升消費者產品涉入為目的來投放EBM廣告，確定是低涉入消費群時，建議可以投放SBM廣告，對於低涉入群的消費者有良好的品牌態度提升效果。

Consumers have gradually become sick and tired of certain marketing styles, resulting from various kinds of marketing skills and strategies put on consumers over a long period of time. American marketing company, Dynamic Artisans Group, Inc. develops a marketing style, that transfers role of a sales to a consultant. This is called Educational-based Marketing(EBM). EBM emphasizes on educating consumers in order to enhance their knowledge of products and guide consumers themselves to select products. Quasi-Experimental Design is used in this research. Experiments are conducted with advertising videos based on Educational-based Marketing and Selling-based Marketing (SBM), and outcomes are analyzed by performing multivariate analysis of covariance (MANCOVA), eliminating cognitive needs and product involvement, and exploring whether consumer behavior of high- and low-involved audience is influenced after they watch the videos.
The result of the research shows that there are significant differences between subjects in EBM group and high-involved subjects in SBM group in the aspects of advertising involvement, cognitive response, purchase intension, advertising attitude, and attitude acceptance. Low-involved subjects in SBM group have greater advertising involvement, cognitive response, purchase intension, advertising attitude, attitude acceptance, and brand attitude, compared with high-involved subjects in SBM group. The result indicates that EBM certainlygenerated improved effectiveness on consumers, and so does SBM when it is applies on low-involved subjects. Moreover, thevideo of SBM group demonstratesbetter improvement on effectiveness of brand attitude than the video of EBM group. In terms of implications of management, this research comes out with two suggestions. First, for consumers who are not familiar with the products, EBM advertisement shall be launchedfor the purpose of improving consumer product involvement instead of focusing on selling products. Second, for low-involved consumer groups, placing SBM advertisements is recommended which shows improved effectiveness of good brand attitude.

摘要................... i
Abstract...................ii
誌謝...................iv
目錄...................v
表目錄.................ix
圖目錄...................x
第一章 緒論...................1
1.1 研究背景與動機...................1
1.2 研究目的...................2
1.3 研究問題...................2
1.4 研究流程...................2
第二章 文獻探討...................4
2.1 消費者行為...................4
2.1.1 動機與購買行為...................5
2.1.2 涉入程度與訊息...................7
2.1.3 消費者知覺與認知...................9
2.1.4 購買意願與知覺價值...................11
2.2 廣告...................12
2.2.1 廣告效果...................13
2.2.2 態度接受度...................14
2.2.3 品牌態度...................14
2.3 行銷...................15
2.3.1 銷售本位行銷...................16
2.3.2 教育本位行銷...................16
2.4 電鍋的發展與原理...................17
2.4.1 電鍋的發展...................17
2.4.2 電鍋的構造與原理...................18
2.5 研究假設...................20
第三章 研究方法...................21
3.1 研究架構...................21
3.2 實驗設計...................22
3.3 問卷設計...................23
3.3.1 認知需求...................23
3.3.2 產品涉入...................24
3.3.3 訊息涉入...................25
3.3.4 認知反應...................25
3.3.5 購買意願...................26
3.3.6 廣告態度...................26
3.3.7 態度接受度...................27
3.3.8 品牌態度...................27
3.3.9 產品知識及產品使用狀況...................28
3.4 資料分析方法...................28
3.4.1 敘述性統計分析...................28
3.4.2 多變項共變數分析...................28
3.5 實驗影片描述...................29
3.5.1 銷售本位行銷(SBM)廣告影片...................29
3.5.2 教育本位行銷(EBM)廣告影片...................34
第四章 研究結果...................39
4.1 敘述性統計分析結果...................39
4.1.1 受試者基本資料...................39
4.1.2 認知需求...................41
4.1.3 產品涉入...................42
4.1.4 訊息涉入...................43
4.1.5 認知反應...................44
4.1.6 購買意願...................46
4.1.7 廣告態度...................48
4.1.8 態度接受度...................50
4.1.9 品牌態度...................52
4.2 後測分析結果...................55
4.2.1信效度與變異數同質性檢定...................55
4.2.2多變量分析...................55
4.2.3成對比較...................59
第五章 結論...................65
5.1 研究結論...................65
5.1.1 部分前提下的EBM的溝通訊息有效提升消費者的反應...................67
5.1.2 部分前提下的SBM溝通訊息有效提升低涉入消費者的反應...................67
5.1.3 SBM組比起EBM組更能有效提升品牌態度...................67
5.1.4 研究問題回答...................67
5.2 管理意涵...................68
5.3 未來的研究與建議...................69
參考文獻...................70
附錄一 授權同意信...................75
附錄二 問卷網站...................76
Extended Abstract...................89

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