- 學位論文
廣告情感訴求對廣告效果之影響－以自我構念為調節變數
Advertising Emotional Appeals to Advertising Effectiveness: The Moderating Role of Self-construal
摘要
人格特質（personality）為較持久且穩定的區隔變數，不同的人格特質對廣告訊息的接受程度會有所差異。本研究試圖將自我構念此人格特質與消費者研究做結合，探討不同的廣告訴求在自我構念此人格特質調節下之影響。本研究廣告訴求（理性／個人情感／團體情感）及自我構念（獨立自我／相依自我）為3x2的組間設計，產品類別（享樂型、功能型）為組內設計，並細部區分出現的先後順序，共計12組實驗單位。 研究結果顯示，產品類別和廣告訴求、自我構念間在廣告態度、產品態度及購買意願上都沒有交互作用，功能性產品與享樂型產品在廣告訴求及自我構念的廣告效果沒有差異。 而無論在理性訴求下或感性訴求下，獨立自我者與相依自我者的廣告效果沒有顯著差異，此結果與過往研究不盡相同，可能與本研究在情感廣告又再細分個人情感與團體情感廣告效果相互抵消有關。 當廣告訴求為個人情感時，獨立自我者相對於相依自我者的廣告態度、產品態度與購買意願較佳，但沒有顯著差異。而當廣告訴求為團體情感時，相依自我者相對於獨立自我者的廣告態度顯著較佳，而在產品態度與購買意願方向一致但沒有顯著差異。綜合以上，自我構念與廣告訴求間的交互作用顯著，自我構念在此研究中為調節變數。
並列摘要
Personality is a stable segment variables for advertising. The present research explore the impacts of self-construal on the effectiveness of different advertising appeals. The study consisted of a 3 (advertising appeals: rational / individual emotional / group emotional) x 2 (self-construal: independent / interdependent) between-subjects experimental design and x 2 (product type: utilitarian / hedonic) within-subjects design. The results show that there is no 3-way interaction between product type, advertising appeal and self-construal on advertising attitude, product attitude and purchase intention. There is no difference in the advertising effectiveness between the utilitarian product and the hedonic product. Whether under the condition of rational appeal or emotional appeal, there is no significant difference in the advertising effectiveness between independent self and interdependent self. We divide emotional appeals to individual emotional appeal and group emotional appeal to explore the advertising effectiveness on different appeals and self-construal. Individual emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas group emotional appeal will stimulate more positive advertising attitude for consumers with interdependent self than consumers with an independent self. The findings mean that self-construal is an important moderators of effectiveness of different advertising appeals.