The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls

碩士 === 國立政治大學 === 公共行政學系 === 106 === 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. Norma...

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Main Author: 萬騏瑋
Other Authors: 董祥開
Format: Others
Language:zh-TW
Published: 2018
Online Access:http://ndltd.ncl.edu.tw/handle/5ujcye
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spelling ndltd-TW-106NCCU50550062019-05-16T00:08:20Z http://ndltd.ncl.edu.tw/handle/5ujcye The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls 公部門虛擬代言的成效分析-以高捷少女為例 萬騏瑋 碩士 國立政治大學 公共行政學系 106 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. 董祥開 2018 學位論文 ; thesis 77 zh-TW
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description 碩士 === 國立政治大學 === 公共行政學系 === 106 === 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.
author2 董祥開
author_facet 董祥開
萬騏瑋
author 萬騏瑋
spellingShingle 萬騏瑋
The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
author_sort 萬騏瑋
title The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
title_short The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
title_full The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
title_fullStr The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
title_full_unstemmed The Analyses of Avatar Endorsement in the Public Sector – The Example of KRTC Girls
title_sort analyses of avatar endorsement in the public sector – the example of krtc girls
publishDate 2018
url http://ndltd.ncl.edu.tw/handle/5ujcye
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