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| 研究生： |
翟敬宜 |
|---|---|
| 論文名稱： |
家庭傳播形態與兒童對電視廣告之反應的相關性研究 |
| 指導教授： | 羅文輝 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
傳播學院 - 新聞學系 Department of Journalism |
| 論文出版年： | 1987 |
| 畢業學年度： | 75 |
| 語文別： | 中文 |
| 論文頁數： | 120 |
| 相關次數： | 點閱：74 下載：0 |
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目錄
第一章 緒論………1
第一節 研究問題之陳述………1
第二節 研究目的………5
第三節 論文結構………8
第二章 文獻探討………11
第一節 家庭傳播形態的相關研究取向………11
第二節 家庭傳播形態對消費者社會化的影響力………13
第三節 年齡與兒童對電視廣告反應的相關性………28
第四節 研究架構與研究問題………30
第三章 研究方法………37
第一節 研究對象………37
第二節 抽樣方法………39
第三節 問卷設計………40
第四節 預測………46
第五節 正式測驗………51
第六節 資料分析步驟………51
第四章 資料分析與解釋………55
第一節 兒童對電視廣告的反應，是否會因家庭傳播形態不同而有所差………55
第二節 兒童對電視廣告的反應，是否會因年齡不同而有所差異………63
第三節 年齡和學校與家庭傳播形態之互動，對應變項產生的影響………64
第五章 結論與建議………69
第一節 研究發現摘要………69
第二節 研究發現的意義………70
第三節 結論與建議………77
第四節 研究限制………78
參考書目………85
附錄一 第一次預測問卷………89
附錄二 第二次預測問卷………95
附錄三 正式施測問卷………111
中文參考書目
吳健國，「家庭傳播形態與子女關心公共事務關聯性研究」，政大新聞研究所碩士論文，民70。
楊國樞、文崇一、吳聰賢、李亦園編，社會及行為科學研究法，台北，東華書局，民67，上冊p. 472。
劉茂英，普通心理學，台北，大洋出版社，民66。
Bibiography
Adler, Richard P., Gerald S. Lesser, Laurene K. Meringoff, Thomas S. Robertson, John R. Rossiter and Scott wards. The Effect of Television Advertising on Children : Review and Recommendations.Lexington, Mass : LexingtonBooks, 1980.
Chaffee, Steven H., Jack M. Mcleod and Charles K. Atkin. "Parental Inflences on Adolescent Media Use, " American Behavioral Scientist, 1971, Vol. 14, pp. 323-40.
Churchill, JR. Gilbert A and George P. Moschis. "Television and Interpersonal Influences on Adolescent Consumer Learning," Journal of Consumer Research, 1979, Vol.6, pp.23-35.
Mcleod, Jack M. and Garrett J. O' Keefe JR. "The Socialization Perspective and Corrmunication Behavior, "In F. G. Kline and P. J. Tichenor ( ed. ) Current Perspectives in Mass Communication Research. Beverly Hill, Cal. : Sage, 1972, pp. 121-168.
Moore, Roy L. and G. P. Moschis. " Teenager's Reaction to Advertising," Journal of Advertising, 1978, Vol. 7 pp. 24-30.
Moore, Roy L. and G. P. Moschis. " The Role of Family Communication in Comsumer Learning, " Journal of Communication, 1981, Vol. 31, pp. 42-51.
Moschis, George P. " The Role of Family Communication in Consumer Socialization of Children and Adolescents," Journal of Comsumer Research, 1985,Vol. 11, pp. 898-913.
Reid, Leonard N. " The Impact of Family Group Interaction on Children's Understanding of Television Advertising," Journal of Advertising, 1979,Vol. 8, pp. 13-19.
Robertson, Thomas S. " Parental Mediation of Television Advertising Effects," Journal of Communication,1979, Vol. 29, pp. 12-15.
Robertson, Thomas S. and John R. Rossiter. " Children's Responsiveness to Commercial," Journal of Communication, 1977, Vol. 27, pp.101-106.
Rossiter John R. " The Effects of Volumn and Repetition of Television Commercial," in R P. Adler et al, The Effect of Television Advertising on Children. 1980, pp.153-183.
Wackman, Daniel, Ellen Wartella and Scott Ward " Learning to be Consumer : the role of the Family," Journal of Communication, 1977, Vol.27,pp. 138-151.
Ward, Scott. " The Effect of Television Advertising on Consumer Socialization." in R. P. Adler et al, The Effect of Television Advertising on children, 1980, pp. 185-194.
Ward, Scott and Daniel Wackman. " Family and Media Influences on Adolescent Consumer Learning," American Behavioral Scientist, 1971, Vol. 14, pp. 415-427.
Ward, Scott and Daniel Wackman. " Children's Information Processing of Television Advertising," in P. Clarke ( ed ), New Models for Mass Communication Research. : Beverly Hill, Cal. : Sage, 1973, pp.ll9-146.
Wiman, Alen R. "Parental Influence and Children's Responses to Television Advertising," Journal of Advertising, 1983, Vol. 12, pp. 12-18.
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