网路行销创新扩散之研究.doc

閱聽眾語言態度與廣告效果關聯性之探討 The Study of the Correlation between Audience Linguistic Attitudes and Advertising Effectiveness 黃文星 朝陽科技大學企業管理系助理教授 Wen-Hsin Huang Assistant Professor, Department of Business Administration, Chaoy 黃淑琴 朝陽科技大學企業管理系 助理教授 Shu-Chin Huang Assistant Professor, Department of Business Administration, Chaoy 凃鈺城 朝陽科技大學行銷與流通管理系 助理教授 Yu-Cheng Tu Assistant Professor, Department of Marketing and Logistics 通訊地址：台中縣霧峰鄉吉峰東路168號 朝陽科技大學企業管理系 電話：044316（黃文星） 傳真電話：04電子郵件地址：wshuang@mail.cyut.edu.tw 閱聽眾語言態度與廣告效果關聯性之探討 The Study of the Correlation between Audience Linguistic Attitudes and Advertising Effectiveness 摘 要 本研究旨在探討受測者對於不同語文所持有的語言態度，以及語言態度與廣告效果之間的關聯性。本文選取四項產品及三種語文作為實驗組合，藉以瞭解不同語言在各項商品上所產生的廣告效果差異。在語言態度方面，本研究共得出「動能」、「地位」及「禮儀」三項語言構面，且由分析結果得知，受測者對於中英日三種語文在三項構面的看法出現明顯差異。 在四種商品搭配三種語文的組合所產生的廣告效果方面，當電腦搭配日文時，廣告效果與購買意願明顯較佳；雜誌搭配英文的話，受測者的購買意願及廣告效果較其他兩種語文為佳。至於在鑽石與巧克力方面，檢定結果則無明顯差異。最後，由分析結果得知，受測者對三種語文所持有的語言態度與廣告效果兩者之間存有明顯關係。其中，電腦搭配英文的相關程度較高；鑽石搭配英文及中文的相關程度較高；雜誌搭配日文的相關性明顯優於其他兩種語文，而巧克力與英文相關程度較高。 關鍵字：語言態度、廣告效果 ABSTRACT This study aims to explore the linguistic attitudes of the objects of this test toward different languages and the correlation between advertising effectiveness and it. With an intention to explain the differences of effectiveness resulting from each language’s influence on the products, this article had chose four products and three languages as an experimental combination. This research acquired three constructs (dynamism, status and courtesy) arising out of linguistic attitudes. And, we are able to see obvious differences between each language corresponding to three respective constructs from the outcome of analysis. As to the advertising effectiveness and purchase willingness from the experimental combination, we see the collocations by which Japanese pairing with computers and English pairing with magazines have better effectiveness than others. In the diamonds and chocolates regards, the test results show no obvious differ