品牌知名度、擬社會互動與訊息多面性對於廣告效果之影響: 以諮商中心為例

• Main Author: 簡培凱
• Other Authors: 高登第
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/7da7wr

博士 === 國立新竹教育大學 === 教育心理與諮商學系碩士班 === 102 === As previous studies indicated, the training that counselors in full-time internships require is not only limited to professional competencies (individual counseling, ethics, referral, mental health improvement, consultation, group counseling, crisis intervention) but also the understanding of client psychographics, to further promote services in counseling centers to their potential clients. Hence, this study aims to explore how advertising effectiveness is moderated by parasocial interaction, brand awareness and message sidedness. A 2 (parasocial interaction: high vs. low) x 2 (brand awareness: high vs. low) x 2 (message sidedness: two-sided vs. one-sided) factorial design was applied in this research. Descriptive statistics analysis, reliability analysis, T-test, and ANOVA were utilized for quantitative data analysis. 240 out of the 260 surveys were collected. The research findings indicate that, when the extent of parasocial interaction is low, high brand awareness will lead to more favorable ad attitudes than low brand awareness; however, when the extent of parasocial interaction is high, no differential ad attitudes is found between low and high brand awareness. Moreover, when the extent of parasocial interaction is high, no differential ad attitudes is found between one-sided and two-sides messages. In contrast, when the extent of parasocial interaction is low, two-sided messages will result in more favorable ad attitudes than one-sided messages. Furthermore, when brand awareness is high, no differential ad attitudes is found between one-sided and two-sided messages. On the contrary, when brand awareness is low, two-sided messages will lead to more favorable ad attitudes than one-sided messages. Lastly, when the extent of parasocial interaction is low, two-sided messages will elicit more favorable ad attitudes than one-sided messages, regardless of brand awareness.