The Effect of Information Exposure Volume and Brand Image on Advertisement : In Terms of Franchise Business
王鴻鈞、封德台
E-mail: 9418186@mail.dyu.edu.tw
ABSTRACT
How to strengthen advertisement effects through brand images and advertisement contents is an important factor to compete in franchise businesses. However, whether brand images and advertisement contents indeed influence advertisement effects, there is no empirical evidence. This study will explore this issue through experiment designs in the fast food and hairdressing industries. The results show that in the two industries (1) advertisements with high information exposure volumes have stronger effects than those with low information exposure volumes; (2). franchise businesses with strong brand images have stronger advertisement effects than those with week brand images; (3) information exposure volumes and brand image have interaction on advertisement effects,(4). the advertisement effect has positive relationship with purchase intention. However, in the hairdressing chain stores, advertisement with high information exposure volumes do not necessarily have better advertisement effect than those with low information exposure volumes. But advertisement with high information exposure volumes can lead to better advertisement attitude and brand attitude.
These results mean that there exists other factors, which can influence advertisement effect in the hairdressing chain stores.
Keywords : information exposure volumes ; brand image ; dvertisement attitude ; brand attitude ; purchase intension ; franchise business
Table of Contents
第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 5 第一節 連鎖加盟業現 況 5 第二節 品牌形象 7 一、品牌 7 二、品牌形象之定義 9 第三節 資訊曝露量 10 一、推薦資訊 11 二、產品資訊 13 三
、資訊曝露量 14 第四節 廣告效果 18 一、廣告的資訊處理模式 19 二、廣告的效果 21 第三章 研究方法 25 第一節 研究 架構 25 第二節 研究假設 26 第三節 研究設計 27 一、實驗設計 28 二、研究變數之操作性定義 30 三、前測 31 四、正式 實驗設計 34 五、資料分析方法 35 第四章 實證結果分析 36 第一節 樣本資料結構描述 36 第二節 信效度分析 38 第三 節 假設驗證 40 一、資訊曝露量對廣告效果的影響 40 二、品牌形象對廣告效果之影響 43 三、資訊曝露量與品牌形象對 廣告效果間之交互作用 46 四、廣告效果與購買意願之關係 47 第四節 研究結果彙整 49 第五章 結論與建議 52 第一節 研究結論 52 一、資訊曝露量對廣告效果之影響 52 二、品牌形象對廣告效果之影響 53 三、廣告效果與購買意願之相關性 54 第二節 研究意涵 55 一、理論意涵 55 二、實務意涵 56 第三節 研究限制及未來研究方向 57 參考文獻 60 一、中文文 獻 60 二、英文文獻 63 附錄一：前測問卷 71 附錄二：正式問卷 76
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