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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/81156
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/81156


    Title: 行動通訊企業原創貼圖設計與置入型式對置入效果之影響——以LINE為例
    The impact of product placement effectiveness on mobile brand stickers design and product placement methods-- example LINE
    Authors: 張家瑜
    Contributors: 賴建都
    張家瑜
    Keywords: 品牌免費貼圖
    虛擬代言人
    置入性行銷
    置入效果
    品牌露出
    animated spokes-character
    brand exposure
    context integration
    product placement effectiveness
    Date: 2015
    Issue Date: 2016-02-03 11:50:27 (UTC+8)
    Abstract: 隨著行動通訊貼圖的興盛與普及,其商業價值更被多數企業相中以作為軟性的品牌置入行銷溝通方式。透過與品牌相關的貼圖設計,將品牌訊息巧妙融合於貼圖中並吸引使用者成為品牌好友以下載使用,讓使用者彼此之間傳散達到短時間內累積龐大粉絲數之效益,更可能將使用者對品牌貼圖之好感度轉嫁到品牌上。因此,如何創造有效的品牌貼圖設計成為企業亟欲了解的課題。
    根據過去研究之探究,可發現目前對於品牌貼圖行銷之效果衡量尚未具有量化的數據分析作為實際執行之參考依據,因此本研究將品牌免費貼圖行銷模式視為新型態之置入性行銷方式,整合品牌貼圖設計要素與虛擬代言人、置入性行銷文獻,擬訂一整合品牌貼圖設計之分類架構,以虛擬代言人產品相關性(高vs.低)、品牌露出顯著程度(高vs.低)、品牌置入貼圖情境整合程度(高vs.低)作為自變項,以2x2x2的三因子設計,在共八種不同的品牌貼圖置入設計下,以實驗法進行,並透過問卷調查使用者對其置入效果,以認知、情感、行為意圖效果作為依變數的測量。
    研究結果顯示,虛擬代言人產品相關性為品牌貼圖置入設計之最關鍵影響要素,高度相關時其置入效果皆顯著,顯現品牌免費貼圖角色設計為首要優先考量,此時當品牌顯著露出時,更能提昇強化虛擬代言人產品相關之置入效果。而品牌置入貼圖情境整合程度僅體現於貼圖之背景,較難以吸引使用者注意,雖不具顯著影響效果,但與其他因素交互作用下能對認知效果產生顯著影響。而所有置入型式及其交互作用皆對使用者之認知效果產生顯著影響。
    With the popularity of mobile stickers, many companies begin to pay attention to LINE stickers’ marketing influences and consider them as new means of marketing placement. Brand-related stickers design, usually cute and interesting, makes brands attract users to download and use stickers so that brands naturally slip into users’ private conversation space. In this way, millions of users not only become fans of the brand, but also are fond of stickers and the brand itself.
    To maximize the stickers marketing benefits, how to design useful brand-related stickers is the crucial part. In this research, the experimental design is used to investing the marketing evaluation affected by sticker’s animated spokes-character design (brand-related vs. brand-unrelated), brand exposure (prominent vs. subtle), and context integration (integrated vs. non-integrated). Then, 2x2x2 factorial design is conducted and 8 different scenarios are created online. Questionnaire is set to find the product placement effectiveness including cognition, emotion and behavior.
    The result indicates that brand-related character design is the crucial factor in sticker’s placement effectiveness. This reflected that stickers use animated spokes-character to attract user’s notice, feelings, and behaviors. Besides, brand-related character and high brand exposure has the best effect. And other factors all influence cognition effect.
    Reference: 中文部分
    王宗仁(2013)。「行動社群表情貼圖設計之實證研究—以line為例」。大仁學報,43,15-39。
    余佩芬(2005)。「遊戲式廣告產品置入型式與遊戲環境呈現方式對廣告溝通效果影響之探討」。國立東華大學企業管理研究所碩士論文。
    林心慧、林文玲(2011)。「個人部落格之置入性廣告對行銷溝通效果的影響」。中華管理評論國際學報,2,1-27。
    林宜慧(2013)。「行動通訊應用軟體使用者行為意向之研究—以台灣北部、中部、南部為例」。國立成功大學統計學研究所碩士論文。
    柯佩汝(2004)。「虛擬人物代言人的廣告效果研究」。世新大學傳播研究所碩士論文。
    張玉琳、李秋滿(2014)。「以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響」。電子商務研究,4,419-449。
    張家琳(2011)。「自我概念一致性、角色人物與產品間之聯想對產品置入效果之影響」。國立臺北大學企業管理學系博士論文。
    張瓊怡(2014)。「即時通訊app貼圖訊息之持續使用意圖」。國立中央大學資訊管理學系碩士論文。
    曹君逸(2005)。「雜誌置入式行銷效果研究:閱聽人涉入度和置入情境適切性之探討」。世新大學傳播研究所碩士論文。
    黃于真(2007)。「虛擬人物代言人廣告效果之研究」。朝陽科技大學企業管理所碩士論文。
    葉語慧(2014)。「貼圖在情緒感知與溝通含義之研究」。國立臺灣藝術大學圖文傳播藝術學系碩士班碩士學位論文。
    蔡季綾(2005)。「連續劇中產品置入型態與置入效果、品牌態度間關係之研究——以產品涉入度與年齡為干擾變數」。國立成功大學國際企業研究所碩士論文。



    英文部分
    d’Astuos, Alain & Nathalie S’equin (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship, European Journal of Marketing, Vol.33, pp. 896-910.
    Derks, D., Bos, A. E. R., & Grumbkow, J. v. (2007).“Emoticons and social interaction on the Internet: the importance of social context.” Computers in Human Behavior, 23(1), 842-849.
    Derks, D., Bos, A. E. R., & Grumbkow, J. v. (2008). “Emoticons and Online Message Interpretation.” Social Science Computer Review, 26(3), 379-388.
    Nelson, Michelle R. (2002). “Recall of Brand Placements in Computer/Video Games”, Journal of Advertising Research, Vol. 42(2), pp. 80-92.
    Gibbs, J. L., Ellison, N. B., & Heino, R. D. (2006). “Self-presentation in online personals the role of anticipated future interaction, self-disclosure, and perceived success in Internet dating.” Communication Research, 33(2), 152-177.
    Judith A. Garretson and Ronald W. Niedrich(2004). Spokes-Characters creating character trust and positive brand attitudes, Journal of Advertising, vol. 33, no.2 (Summer 2004), pp.25-36.
    Balasubramanian, Siva K. (1994). Beyond advertising and publicity: hybrid messages and public policy issues. Journal of Advertising, 23,29-46.
    Karrh, James A., McKee K., B., and Pardun C. J. (2003), “Prac- titioners’ Evolving Views on Product Placement Effectiveness”, Journal of Advertising Research, June, 138-149.
    Krohn, F. B. (2004). “A Generational Approach to Using Emoticons as Nonverbal Communication.” Technical Writing and Communication, 34(4), 321-328.
    Lu, Y., Zhou, T., & Wang, B. (2009),“Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory.”Computers in Human Behavior, 25(1), 29-39.
    Luo, J. T., McGoldrick, P., Beatty, S., & Keeling, K. A. (2006). “On-screen characters: Their design and influence on consumer trust.” Journal of Services Marketing, 20(2), 112-124.
    Neeley, S. M., Macias, W., Clark, T.M. & Lee, W.N. (2000). “Advertising Spokes-Character Attributes and the Use Relationships,” in proceedings of the 2000 Society of Consumer Psychology Conference, J. Inman, J. Tepper, and T. Whittler, eds., San Antonio, TX: Society of Consumer Psychology, pp.94-99.
    Ohanian, R..(1990). “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, Vol. 10, Iss. 3, pp.39-52.
    Rezabek, L. L., & Cochenour, J. J. (1998). “Visual cues in computer-mediated communication: Supplementing text with emoticons.” Journal of Visual Literacy, 18(2), 201-215.
    Russell Cristel A. and Stern B. B. (2006), “Consumers, Charac- ters, and Products: A Balance Model of Sitcom Product Placement Effects,” Journal of Advertising, 35 (1), 7-21.
    Russell, Cristel A. (2002). “Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude.” , Journal of Consumer Research, 29(3), pp. 306-318.
    Russell, Cristel A. (1998). “Toward a framework of product place- ment: Theoretical propositions,” Advances in Consumer Research, 25, pp. 357-362.
    Shaojung Sharon Wang. (2015). “More Than Words? The Effect of Line Character Sticker Use on Intimacy in the Mobile Communication Environment.” Social Science Computer Review, 1-23.
    Sun Sun Lim. (2015). “On Stickers and Communicative Fluidity in Social Media.” Social Media + Society, 1-3.
    Thompson, P. A., & Foulger, D. A. (1996). “Effects of pictographs and quoting on flaming in electronic mail.” Computers in Human Behavior, 12(2), 225-243.
    Winkler, Tina & Buckner, Kathy. (2006). “Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement”, Journal of Interactive Advertising, Vol. 5, pp. 37-46.
    Wang, W., Hsieh, J. J. P. A., & Song, B. (2012). “Understanding user satisfaction with instant messaging: An empirical survey study.” International Journal of Human-Computer Interaction, 28(3), 153-162.
    Zhaohua Deng et al., (2010). “Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China.” International Journal of Information Management, 30(4), 289-300



    網站資料
    財團法人資訊工業策進會 FIND (Foreseeing Innovative New Digiservices)(2014年6月25日)。百大APP活躍使用者調查分析報告。取自http://www.iii.org.tw/Service/3_1_1_c.aspx?id=1356
    財團法人資訊工業策進會 FIND (Foreseeing Innovative New Digiservices)(2014年12月27日)。2014臺灣消費者行動裝置暨APP使用行為研究調查報告。取自
    http://www.find.org.tw/market_info.aspx?k=2&n_ID=8304
    俞昱安(2015年4月20日)。社群便利「貼」企業貼圖行銷正夯【電子商務時報】。取自http://www.ectimes.org.tw/Shownews.aspx?id=150419231423
    全國意向市調網(2013年10月22)。「你今天LINE了嗎?」:手機通訊軟體使用率調查【行銷人電子報】。取自http://life.trendgo.com.tw/epaper/6222
    Inside硬塞的科技網誌(2014年03月12日),貼圖的商機在於,它是一面反映理想自我的鏡子。取自http://www.inside.com.tw/2014/03/12/stickers-personal-identity-n-taste
    Description: 碩士
    國立政治大學
    廣告學系
    102452001
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102452001
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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