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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32091

    Title: 觀光產業之廣告訴求對廣告效果之研究
    Other Titles: The study of advertising appeal on advertising effect : an example of travel & tourism industry
    Authors: 施霈蓮;Shih, Pei-lien
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen;林光賢;Lin, Kuang-hsien
    Keywords: 廣告訴求;硬式銷售(hard-sell);柔式銷售(soft-sell);廣告效果;觀光產業;國家品牌;Advertising Appeal;Soft-Sell;Hard-Sell;Advertising Effect;Travel & Tourism Industry;Nation Brands
    Date: 2009
    Issue Date: 2010-01-11 01:38:48 (UTC+8)
    Abstract: 本研究旨在探討不同廣告訴求對廣告效果的影響,並以觀光產業為研究主題。在本研究中,廣告訴求分為硬式銷售(hard-sell)及柔式銷售(soft-sell)兩種,廣告效果則以廣告態度、品牌態度以及購買意願三項構面來衡量。
    This study aimed to understand the impact of advertising appeals on advertising effect in the travel & tourism industry. Advertising appeals are divided into hard-sell appeal and soft-sell appeal. Advertising effect is measured by attitude towards the advertisement, attitude towards the brand and purchase intention.
    This thesis starts from relevant document discussion, set up this thesis’s structure and hypotheses based on its theory basis and choose applicable scale as a research tool. 735 students who are Tamkang University were conducted questionnaire survey. Aiming at 641 valid samples, reliability analysis, descriptive statistics and independent samples T-test are conducted. After evidence analysis and discussion, the main conclusion is as follows:
    1. Soft-sell appeal has a remarkable positive influence on attitudes of advertising.
    2. Soft-sell appeal has a remarkable positive influence on attitudes of brands.
    3. Advertising appeals and purchase intension are not correlated with whether hard-sell appeal or soft-sell appeal was used.
    In the end, in compliance with the conclusion of the thesis, concrete suggestions are brought up for the travel & tourism industry and future research for reference.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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