中文數位字體對平面廣告傳達品牌形象、知覺品質與知覺價格之影響 - 政大學術集成
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(2) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. MAD101.
(3) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv.
(4) !. .................................................................................................................. 1 .............................................................................................. 1 .......................................................................................................... 1 ............................................................................................................ 2 .......................................................................................................... 2 .............................................................................................................. 2 .............................................................................................................. 3 .......................................................................................................... 5 .............................................................................................................. 7. 政 治. 大 .......................................................................................................... 9. 立立. •‧ 國. ㈻㊫學. ........................................................................................................ 11. .................................................................................... 14. er. io. sit. Nat. y. •‧. ........................................................................................................ 12. n. al ................................................................................................ 14 iv n i U e h n c g ................................................................................................ 14 Ch. ........................................................................................................ 15 .................................................................................... 15 ........................................................................................................ 25 .......................................................................................................... 29 ............................................................................................ 29 ........................................................................................................ 29 ............................................................................................................ 30 .................................................................................... 30 ................................................................................................ 30. ........................................................................................................ 31 !.
(5) !. ............................................................................................................ 31 ........................................................................ 32 ............................................................................................................ 33. .......................................................................................................... 34 ............................................................................ 34 –. ...................................................................................... 34. –. .............................................................................. 35. –. .............................................................................. 37. –. .............................................................................. 39. ................................................................................................ 41 ............................................................ 41 ........................................................ 50 ................................................................................ 59. 政 治 大. 立立 ...................................................................................................... 61. •‧ 國. ㈻㊫學. ........................................................................................................ 61. •‧. ............................................ 61 ............................................ 63. y. Nat. er. io. sit. ............................................ 63. n. a. iv. l C ................................................................................................ 64 Un h engchi. ............................................................................................................ 64 ............................................................................................ 65 .................................................................................................... 64 ............................................................................................ 64. ........................................................................................................ 65. ................................................................................................................... 66 .................................................................... 69 .................................................................................................. 71 .................................................................................................. 72 ..................................... 74 ................................. 88 !.
(6) !. 2-1-1. ...................................................................................... 4. 2-1-2. ...................................................................................................... 7. 2-1-3. .................................................................................. 8. 2-2-1 KELLER(1993). .......................................... 10. 2-3-1 YOUNG AND FEIGIN(1975). GREY BENEFIT CHAIN. 2-3-2 ZEITHAML(1998). ..................................................... 12. 2-4-1 DODDS, MONROE, & GREWAL(1991). ................... 14. 4-1-1. ....................................................................................................... 29. 4-3-1. ........................................................................................................... 31. 5-1-1. ............................................................. 38. 5-1-2. ............................................................. 40. 5-2-1. ......................................................... 41. 5-2-2. 42 政 治......................................................... 大. 立立. 5-2-3. 5-2-10. •‧ 國. y. sit. ......................................................... 44. al. n. 5-2-9. io. 5-2-8. ......................................................... 44 ......................................................... 45 v. er. 5-2-7. ......................................................... 43. Nat. 5-2-6. ......................................................... 43. •‧. 5-2-5. ......................................................... 42. ㈻㊫學. 5-2-4. !. ......................... 11. Ch. ni 45 i U e n g c h......................................................... ....................................................... 46. 5-2-11. ....................................................... 46. 5-2-12. ....................................................... 47. 5-2-13. ....................................................... 47. 5-2-14. ................................................... 48. 5-2-15. ....................................................... 48. 5-2-16. ....................................................... 49. 5-2-17. ........................................... 50. 5-2-18. ........................................... 50. 5-2-19. ........................................... 51. 5-2-20. ....................................... 51. 5-2-21. ........................................... 52. 5-2-22. ........................................... 52.
(7) !. 5-2-23. ........................................... 53. 5-2-24. ........................................... 53. 5-2-25. ........................................... 54. 5-2-26. ........................................... 54. 5-2-27. ........................................... 55. 5-2-28. ........................................... 55. 5-2-29. ........................................... 56. 5-2-30. ........................................... 56. 5-2-31. ........................................... 57. 5-2-32. ........................................... 57. 5-2-33. ........................................... 58. 5-2-34. ........................................... 58. 5-2-35. ........................................... 59. 立立. •‧ 國. sit. y. ................................................................................... 16 ................................................................................... 17. er. io. 3-4-3. ................................................................................... 16. Nat. 3-4-2. ............................................................................... 15. •‧. 3-4-1. ㈻㊫學. 3-2-1. 政 治 大. 3-4-5. ................................................................................... 18. 3-4-6. ................................................................................... 18. 3-4-7. ................................................................................... 18. 3-4-8. ................................................................................... 19. 3-4-9. ................................................................................... 19. 3-4-10. ................................................................................. 19. 3-4-11. ................................................................................. 20. 3-4-12. ................................................................................. 20. 3-4-13. ................................................................................. 21. 3-4-14. ............................................................................. 21. 3-4-15. ................................................................................. 22. 3-4-16. ................................................................................. 22. 3-4-17. ............................................................................. 23. n. 3-4-4. al. !. iv. ................................................................................... 17 Ch Un. engchi.
(8) !. 3-4-18. ............................................................................. 23. 3-4-19. ................................................................................. 24. 3-4-20. POP. ................................................................................ 24. 3-5-1. ............................................................................... 27. 3-5-2. ....................................................................... 28. 4-2-1. ....................................... 30. 4-2-2. ............................................................................................. 31. 4-3-1. ......................................................... 32. 4-3-2. ......................................................... 33. 4-3-3. ......................................................... 33. 5-1-1. ......................................................................... 35. 5-1-2. ......................................................................... 35. 5-1-3. ..................................................................................... 36. 5-1-4. ..................................................................... 37 政 治 大 ................................................................. 38. 5-1-5. ................................................................. 40 ................................................. 60. •‧. 5-2-36. ..................................................................... 39. •‧ 國. 5-1-7. 立立. ㈻㊫學. 5-1-6. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv.
(9) !. (. ). 立立. 1990. 2000. 2001. •‧. •‧ 國. ㈻㊫學. 2007. 政 治 大. n. er. io. sit. y. Nat al. Ch. n engchi U. 1990. iv. 2000. 2001. 2007. !. 1!.
(10) !. 立立. •‧ 國. ㈻㊫學. (Typeface). •‧. (glyph). n. al. er. io. sit. y. Nat. (font). 政 治 大. Ch. n engchi U. iv. 2010. PS !. 2!.
(11) !. 2000. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. 2008. sit er. al. n. Ellen. io. (typeface). y. Nat. (typeface). Ch. n engchi U. iv. Theodore &. (font) (font). foundry. found Time. !. 3!.
(12) !. New Roman Italic. Theodore & Ellen 2008. (Oxford). (font). (digital fonts / 1. computer fonts). (glyph) (glyph). 立立. 2008. •‧. n. al. er. io. sit. y. Nat 2-1-1. Theodore &. ㈻㊫學. (image). •‧ 國. Ellen. (shape). 政 治 大. Ch. n engchi U. iv. (. ). !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!! 1. !. JUSTFONT BLOG 2013 2 6 — 3 http://blog.justfont.com/2013/02/some_nouns/#more-3925. 2013. 10. 4!.
(13) !. 1990 2007. 立立. 2000. 2001. 政 治 大. Mccarthy & Mothersbaugh(2002). •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. Mccarthy & Mothersbaugh 2002. Robert Bringhurst 2004. !. 5!.
(14) !. 2012. 15 (typeface). (lettring). 1996 (legibility). 立立. 政 治 大. •‧ 國. ㈻㊫學. (2). (3). •‧. (4). (5). n. Ch. er. io. al. sit. y. Nat. Robert Bringhurst 2004 (1998). (1). n engchi U. (2). iv. (1). (3) (4). ;. Adrian Frutiger. 2013 !. Chiyo Date 6!.
(15) !. Takahiko Naito. 2012. 立立. 10. 政 治 大. •‧. •‧ 國. ㈻㊫學 sit. n. al. er. io. (. y. Nat 2-1-2. Ch. n engchi U. iv. ) (Sung-dynasty. style). (serif). 2-1-3 Roman. !. 1990. 20. 7!.
(16) !. ,. (Gothic) 2007. 12. 2-1-3. 立立. 政 治 大 12. •‧. •‧ 國. ㈻㊫學. n. al. er. io. sit. y. Nat. 20. 2007. Ch. n engchi U. iv. 2008. (formal-style) , 1990 20. !. 8!.
(17) !. 2007. 10. (official -style). 1996. 治 政 1990 22)大. 立立. ㈻㊫學. 1990. 21-22. •‧. •‧ 國. (. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. POP. (American Marketing Association (brand). (name). (sign). AMA) (term). (symbol) 2002 !. 9!.
(18) !. Keller(1993). (Brand. Association) (favorability). (strength). (uniqueness). Keller. (attributes). (attitudes). (benefits). (product-related). (non-product-related) (price). (usage 立立 imagery). (user imagery). •‧. •‧ 國. ㈻㊫學. n. al. er. io. sit. y. Nat. Keller(1993). (packaging). 政 治 大. Ch. n engchi U. 2-2-1. iv. 2-2-1 Keller(1993) Kevin Lane Keller (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.”, Journal of Marketing, 57, 7. !. 10!.
(19) !. (superiority). Young Benefit Chain. (excellence). Feigen(1975). (emotional payoff)(. Grey. 2-3-1). (attitude). (user-based). (manufacturing-based). 政 治 大. Holbrook 立立. 1998). Corfman(1995). ㈻㊫學. •‧ 國. (Zeithaml. (product-based). (objective quality). (humanistic). •‧. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 2-3-1 Young & Feigin(1975) Grey Benefit Chain Zeithaml, V.A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July),5.. Garvin(1987) (features) (serviceability). !. (performance) (reliability) (aesthetics). (conformance). (durability). (perceived quality). 11!.
(20) !. (image). 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 2-3-2 Zeithaml(1998) Zeithaml, V.A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July),7.. RQ1. Ahtola(1984) Kotler(1999). !. 12!.
(21) !. 2001 Jacoby & Olson (1977). (actual price). (perceived price). 580 (encoded). 治 Monroe政 Krishnan(1985). •‧. •‧ 國. ㈻㊫學. Zeithaml(1998). 大. 立立. n. al. er. io. sit. y. Nat. (Perceived Price). Ch. n engchi U. iv. Dodds, Monroe, & Grewal(1991) 2-4-1 Zeithaml(1998) Erickson & Jonansson(1985). !. 13!.
(22) !. 2-4-1 Dodds, Monroe, & Grewal(1991) Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand and store information on buyer’s product evaluations. Journal of Marketing Research, 28(2), 308.. RQ2. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. Park, Choi & Kim(2005). (pilot study) (association). POP !. 14!.
(23) !. 3-2-1. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. (tally). !. 15!.
(24) !. 3-4-1. 政 治 大. 立立. •‧ y sit. io. n. al. er. •‧ 國. ㈻㊫學. Nat. 3-4-2. Ch. n engchi U. iv. 3-4-3. !. 16!.
(25) !. 政 治 大. ㈻㊫學. •‧ 國. 立立 3-4-4. •‧. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 3-4-5. !. 17!.
(26) !. 3-4-6. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 3-4-7. 3-4-8. !. 18!.
(27) !. 3-4-9. 政 治 大. 立立. •‧. •‧ 國. ㈻㊫學 sit. y. Nat. n. al. er. io. 3-4-10. !. Ch. n engchi U. iv. 19!.
(28) !. 3-4-11. 3-4-12. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 3-4-13. !. 20!.
(29) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. 3-4-14. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 21!.
(30) !. 3-4-15. 政 治 大. 立立. •‧. •‧ 國. ㈻㊫學. n. Ch. er. io. al. sit. y. Nat. 3-4-16. n engchi U. iv. 3-4-17. !. 22!.
(31) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. 3-4-18. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 23!.
(32) ! 3-4-19. 政 治 大. 立立. •‧ 國. •‧. n. al 3-4-20. Ch. !. er. io. sit. y. Nat. POP. ㈻㊫學. POP. POP iv. n engchi U. 24!.
(33) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. H1-a. Ch. n engchi U. iv. H1-b H1-c. H2-a H2-b !. 25!.
(34) !. H2-c. H3-a H3-b H3-c. 立立. •‧. •‧ 國. ㈻㊫學. H4. 政 治 大. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. H5. H6. H7. !. 26!.
(35) !. H8. H9. H10. 立立. 政 治 大. •‧ 國. ㈻㊫學. •‧. 9. n. al. er. io. sit. y. Nat. 8. 17. Ch. n engchi U. iv. 3-5-1. 3-5-2 !. 27!.
(36) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 28!.
(37) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 4-1-1. !. 29!.
(38) !. USB. 政 治 大. 立立. 4-2-1. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 4-2-1. USB 4. 4-2.2-1. USB (2.9667). !. (<0.05). 4-2.2-2. (0.003). 30!.
(39) ! 4-2-2. USB. 立立. 30. 4.7667. 1.56873. .012. 30. 3.2000. 1.64841. .013. 30. 3.8000. 1.73006. .532. 30. 5.6333. 1.29943. .000. 30. 3.9667. 1.86591. .923. 30. 5.1667. 1.36668. .000. 30. 2.9667. 1.73172. .003. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 4-3-1 !. 31!.
(40) !. Keller(1993). 25. 立立. 4-3-1. 政 治 大. •‧ 國. ㈻㊫學. 4-3-1. •‧. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 32!.
(41) !. Zeithaml(1998) Erevelles, Abhik,. Stephen (1999) 2. 4-3.2-2 4-3-2. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. al. er. io. sit. y. Nat. Jacoby & Olson (1977) Dodds, Monroe, & Grewal(1991) Zeithaml(1998). n. v ni C U h Erevelles, Abhik, eStephen n g c h i(1999). 2 4-3-3 4-3-3. !. 33!.
(42) !. 16. 30. 480. 31. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 34!.
(43) !. ㈻㊫學. •‧ 國. 立立. 政 治 大 3.88. •‧. n. al. er. io. sit. y. Nat. !. 1.568. Ch. n engchi U. iv. 35!.
(44) !. ab-. •‧ 國. •‧. n. al. er. io. sit. y. Nat. a-. ㈻㊫學. c-. 立立. 政 治 大. b-. Ch. n engchi U. iv. ab-. !. 36!.
(45) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 37!.
(46) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 38!.
(47) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 39!.
(48) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 40!.
(49) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 41!.
(50) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 42!.
(51) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 43!.
(52) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 44!.
(53) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 45!.
(54) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 46!.
(55) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 47!.
(56) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 48!.
(57) !. 政 治 大. 立立. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. Ch. n engchi U. iv. 4 4. !. 49!.
(58) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 50!.
(59) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 51!.
(60) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 52!.
(61) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 53!.
(62) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 54!.
(63) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 55!.
(64) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 56!.
(65) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 57!.
(66) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 58!.
(67) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat al. !. Ch. n engchi U. iv. 59!.
(68) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat. al. !. Ch. n engchi U. iv. 60!.
(69) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat. al. !. Ch. engchi. i Un. v. 61!.
(70) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat. al. !. Ch. engchi. i Un. v. 62!.
(71) !. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學. n. er. io. sit. y. Nat. al. !. Ch. engchi. i Un. v. 63!.
(72) !. lettering. 立立. 政 治 大. •‧. •‧ 國. ㈻㊫學 y. sit. io. n. al. er. LOGO. Nat. CI. Ch. engchi. i Un. v. /. !. 64!.
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