| 研究生: |
黃聖哲 Huang,Sheng Jer |
|---|---|
| 論文名稱: |
從產品知識與說服知識的差異,探討比較式手法對閱聽人廣告態度的影響 一個中介模式的驗證 |
| 指導教授: |
張卿卿
Chang,Ching Ching |
| 學位類別: |
碩士
Master |
| 系所名稱: |
傳播學院 - 廣告學系 Department of Advertising |
| 論文出版年: | 2006 |
| 畢業學年度: | 91 |
| 語文別: | 中文 |
| 論文頁數: | 75 |
| 中文關鍵詞: | 產品知識 、說服知識 、操弄意圖推論 、比較式 、廣告手法 、廣告態度 、信念 、閱聽人 |
| 外文關鍵詞: | PKM |
| 相關次數: | 點閱:335 下載:426 |
| 分享至: |
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首先我要譴責你!就是你!正在看這本論文打算印這篇摘要的你!
我知道你懶得看完整本論文,所以只想印這篇摘要應付了事,
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第一章 緒論……………………………1
第二章 文獻探討………………………5
第三章 研究架構與假設………………24
第四章 研究方法………………………28
第五章 研究結果………………………39
第六章 研究結論………………………51
參考書目 ………………………………57
附件A.B.C. ……………………………64
◆林建煌、林育聰(1993):〈比較性廣告之比較方式對廣告效果之影響〉,《廣告學研究》,1:33-65。
◆翁景民(1996):〈公益廣告效果態度中介模式之研究〉,《台大管理論叢》,7(2):127-146。
◆葉明義、陳志賢(1999):〈以廣告態度中介模式驗證比較性廣告效果〉,《管理學報》,16(1):1-19。
◆黃聖哲(2002):〈政治大學學生媒體使用行為之調查〉,排印中。
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