公部門虛擬代言的成效分析-以高捷少女為例

近年政府推廣政策的過程中不斷借重創新思維,嘗試抓住民眾的注意力,政府必須將人民視為顧客,盡力提供服務使民眾滿意,換言之,企業型政府治理模式必然包含「治理」甚至是「政策推廣」相關概念,在公部門推廣政策的同時,我們時常看到政府向企業學習行銷手法推廣公共政策。本研究嘗試向企業行銷學習,藉由文獻回顧以及檢視公共政策行銷實例,從「移情作用、自我指涉、自我認同」三個面向,探討虛擬代言(avatar endorsement)如何應用在公共服務推廣,及促使民眾了解政府政策並使用公共服務的意願為何。 本研究以高雄都會大眾捷運系統目前執行的虛擬代言為討論主題,研究方法採用準實驗設計,由於過去研究指出高雄捷運旅運目...

Full description

Bibliographic Details
Main Author: 萬騏瑋
Language:中文
Published: 國立政治大學
Subjects:
Online Access:http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0103256003%22.
id ndltd-CHENGCHI-G0103256003
record_format oai_dc
spelling ndltd-CHENGCHI-G01032560032018-01-22T03:23:51Z 公部門虛擬代言的成效分析-以高捷少女為例 The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls 萬騏瑋 虛擬代言 移情作用 自我指涉 自我認同 Avatar endorsement Transference Self-reference Self-identity Kaohsiung Metro 近年政府推廣政策的過程中不斷借重創新思維,嘗試抓住民眾的注意力,政府必須將人民視為顧客,盡力提供服務使民眾滿意,換言之,企業型政府治理模式必然包含「治理」甚至是「政策推廣」相關概念,在公部門推廣政策的同時,我們時常看到政府向企業學習行銷手法推廣公共政策。本研究嘗試向企業行銷學習,藉由文獻回顧以及檢視公共政策行銷實例,從「移情作用、自我指涉、自我認同」三個面向,探討虛擬代言(avatar endorsement)如何應用在公共服務推廣,及促使民眾了解政府政策並使用公共服務的意願為何。 本研究以高雄都會大眾捷運系統目前執行的虛擬代言為討論主題,研究方法採用準實驗設計,由於過去研究指出高雄捷運旅運目的多半為觀光旅遊,因此受試者招募以年輕族群為調查對象,以了解當前虛擬代言能否提高年輕族群的喜好程度、使用捷運系統意願、購買相關商品意願、以及對捷運品牌的吸引程度,招募受試者後,採用配對分派方法進行實驗,以利進行實驗組與控制組態度變化比較。研究發現不同學歷的受試者對於虛擬代言的想法有顯著差異,而虛擬代言能有效提升外縣市的受試者對於該公共服務的吸引程度,只是對於既有的客群掌握則有待加強。 In recent years, governments start to emphasize the importance of policy promotion and policy marketing. Under the belief of treating people as customers, the ultimate goal is to draw people’s attention and to increase their satisfaction on public services. Normally, the entrepreneurial-oriented governments would spend more time and efforts on “good governance” and “policy promotion”. As a result, when the governments want to promote certain policies, they often try to learn from the private sector on their marketing strategies. This study aims at applying the policy marketing strategies to promote public policies, particularly the effects of avatar endorsement strategy. Using the case of Kaohsiung metro system, this study focuses on three different aspects, the transference, self-reference, and self-identity, to explore how avatar endorsement worked with regard to public policy promotion, as well as to understand how it performed on increasing people’s willingness to receive more public services. This research adopts a quasi-experimental design to understand how the current avatar endorsement strategy affect younger generations on four different attitudes and behaviors, such as brand attitude, purchase intention, brand association, and attraction to the Kaohsiung metro. Results show that people with different educational levels have significantly different attitudes toward avatar endorsement strategy. In addition, the avatar endorsement strategy may effectively enhance the attractiveness of public transportation service toward the younger generation. Policy and managerial implications for the governments are discussed in the thesis. 國立政治大學 http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0103256003%22. text 中文 Copyright © nccu library on behalf of the copyright holders
collection NDLTD
language 中文
sources NDLTD
topic 虛擬代言
移情作用
自我指涉
自我認同
Avatar endorsement
Transference
Self-reference
Self-identity
Kaohsiung Metro
spellingShingle 虛擬代言
移情作用
自我指涉
自我認同
Avatar endorsement
Transference
Self-reference
Self-identity
Kaohsiung Metro
萬騏瑋
公部門虛擬代言的成效分析-以高捷少女為例
description 近年政府推廣政策的過程中不斷借重創新思維,嘗試抓住民眾的注意力,政府必須將人民視為顧客,盡力提供服務使民眾滿意,換言之,企業型政府治理模式必然包含「治理」甚至是「政策推廣」相關概念,在公部門推廣政策的同時,我們時常看到政府向企業學習行銷手法推廣公共政策。本研究嘗試向企業行銷學習,藉由文獻回顧以及檢視公共政策行銷實例,從「移情作用、自我指涉、自我認同」三個面向,探討虛擬代言(avatar endorsement)如何應用在公共服務推廣,及促使民眾了解政府政策並使用公共服務的意願為何。 本研究以高雄都會大眾捷運系統目前執行的虛擬代言為討論主題,研究方法採用準實驗設計,由於過去研究指出高雄捷運旅運目的多半為觀光旅遊,因此受試者招募以年輕族群為調查對象,以了解當前虛擬代言能否提高年輕族群的喜好程度、使用捷運系統意願、購買相關商品意願、以及對捷運品牌的吸引程度,招募受試者後,採用配對分派方法進行實驗,以利進行實驗組與控制組態度變化比較。研究發現不同學歷的受試者對於虛擬代言的想法有顯著差異,而虛擬代言能有效提升外縣市的受試者對於該公共服務的吸引程度,只是對於既有的客群掌握則有待加強。 === In recent years, governments start to emphasize the importance of policy promotion and policy marketing. Under the belief of treating people as customers, the ultimate goal is to draw people’s attention and to increase their satisfaction on public services. Normally, the entrepreneurial-oriented governments would spend more time and efforts on “good governance” and “policy promotion”. As a result, when the governments want to promote certain policies, they often try to learn from the private sector on their marketing strategies. This study aims at applying the policy marketing strategies to promote public policies, particularly the effects of avatar endorsement strategy. Using the case of Kaohsiung metro system, this study focuses on three different aspects, the transference, self-reference, and self-identity, to explore how avatar endorsement worked with regard to public policy promotion, as well as to understand how it performed on increasing people’s willingness to receive more public services. This research adopts a quasi-experimental design to understand how the current avatar endorsement strategy affect younger generations on four different attitudes and behaviors, such as brand attitude, purchase intention, brand association, and attraction to the Kaohsiung metro. Results show that people with different educational levels have significantly different attitudes toward avatar endorsement strategy. In addition, the avatar endorsement strategy may effectively enhance the attractiveness of public transportation service toward the younger generation. Policy and managerial implications for the governments are discussed in the thesis.
author 萬騏瑋
author_facet 萬騏瑋
author_sort 萬騏瑋
title 公部門虛擬代言的成效分析-以高捷少女為例
title_short 公部門虛擬代言的成效分析-以高捷少女為例
title_full 公部門虛擬代言的成效分析-以高捷少女為例
title_fullStr 公部門虛擬代言的成效分析-以高捷少女為例
title_full_unstemmed 公部門虛擬代言的成效分析-以高捷少女為例
title_sort 公部門虛擬代言的成效分析-以高捷少女為例
publisher 國立政治大學
url http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0103256003%22.
work_keys_str_mv AT wànqíwěi gōngbùménxūnǐdàiyándechéngxiàofēnxīyǐgāojiéshǎonǚwèilì
AT wànqíwěi theanalysesofavatarendorsementinthepublicsectortheexampleofkrtcgirls
_version_ 1718611276348784640