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研究生: 林卓銘
Zhuo-Ming Lin
論文名稱: 奢侈品本土化: 中國女性對自身的看法與對奢侈品廣告的態度之間的影響
Luxury localization:The impact of Chinese women's perception of themselves and their attitudes towards luxury advertising
指導教授: 欒斌
Pin Luarn
口試委員: 曾盛恕
陳正綱
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2020
畢業學年度: 109
語文別: 中文
論文頁數: 37
中文關鍵詞: 奢侈品文化差異服飾廣告種族外表自尊
外文關鍵詞: Luxury, cultural differences, clothing, advertising, race, self-esteem
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  • 本文的目的是檢驗代言人種族(東方女性與西方女性)和代言人描述(聰慧與性感)對中國女性對奢侈品廣告的態度的相互作用影響,以及中國女性對自身外表的自尊看法與對於廣告態度的影響。
    實驗採用了在線實驗的方法,採用2(外表自尊:高vs低)× 2(代言人種族:西方 vs 東方)的模式,消費者對於自身的態度作為中介調節。
    研究表明,西方代言人(描述為性感時)代言的服飾廣告能產生更積極的效果,且西方代言人代言的服飾廣告更具有整體性;若將消費者再做細分,則發現高外表自尊的消費者更偏愛西方代言人(描述為性感時)代言的服飾廣告,而低外表自尊的消費者更偏愛東方代言人(描述為聰慧時)代言的服飾廣告。
    本研究解決了奢侈品服飾廣告研究的空白,過去有大量研究關於奢侈品廣告與消費者之間的關聯性,但大多都停留在了人物的描述與廣告之間的關係。
    本研究有几个局限性,僅針對女性消費者,並且僅將一種產品類型用於實驗;選用的代言人產品圖均為單一的直立姿勢;消費者是否會因為對代言人的熟悉程度影響他們的購買策略,這是日後可以加以研究的部分。


    The purpose of this article is to examine the interactive influence of the spokesperson’s race (Eastern women and Western women) and descriptions (smart and sexy) on Chinese women’s attitudes towards luxury advertising, as well as the influence of Chinese women’s self-esteem on their appearance and their attitudes towards advertising. The experiment adopted the method of online experiment,using the model of 2 (appearance self-esteem: high vs. low) × 2 (spokesperson race: Western vs. Eastern),and consumers' attitudes toward themselves act as mediators.
    Studies have shown that clothing advertisements endorsed by Western spokespersons (when described as sexy) can produce more positive effects,and the clothing advertisements endorsed by Western spokespersons are more integrated; If consumers are further subdivided,it is found that consumers with high appearance self-esteem are more consumers prefer clothing advertisements endorsed by Western spokespersons (when described as sexy),while consumers with low appearance self-esteem prefer clothing advertisements endorsed by Eastern spokespersons (when described as smart).
    This research solves the gaps in the research of luxury apparel advertising. In the past,there have been a lot of researches on the relationship between luxury advertising and consumers,but most of them stayed at the relationship between character description and advertising.
    This study has several limitations. It is only for female consumers,and only one product type is used in the experiment; the selected spokesperson’s product images are all in a single upright posture; whether consumers will affect their familiarity with the spokesperson Purchase strategy,this is the part that can be studied in the future.

    第一章 緒論 1 第一節 研究背景及動機 1 第二節 研究目的 4 第三節 研究程序 5 第二章 文獻探討 6 第一節 跨文化傳播 6 第二節 平面廣告 7 第三節 種族效應 8 第四節 自我參照 9 第三章 研究方法 11 第一節 假設 11 3.1.1 假設一 11 3.1.2假設二 13 第二節 實驗設計一(H1A、H1B) 14 3.2.1 產品選擇 14 3.2.2 代言人形象描述 15 3.2.3 代言人的選擇 15 第三節 實驗設計二(H2A、H2B) 16 3.3.1實驗設計 17 第四章 資料收集與分析 17 第一節 結果與討論(H1A,H1B) 17 第二節 結果與討論(H2A,H2B) 20 第五章 結論與建議 23 第一節 研究結論 23 第二節 實務上的建議 23 第三節 研究貢獻 24 第四節 研究限制與後續研究之建議 25 附錄 27 附錄一:本次研究中所用的廣告 27 參考文獻 28 中文部分 28 英文部分 29

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