比較廣告不同類別對衝突性利益與競爭效能關聯的干擾角色

The Moderating Role of Different Comparative Advertising Category to Relationships between Conflict Interests and Competitive Efficiencies

施錦村(Chin-Tsun Shih)

《管理與系統》 16卷1期 (2009/01) Pp. 99-121

摘要

本研究從競爭市場構面驗證比較廣告衝突性利益與競爭效能的關聯，及比較廣告不同類別對競爭效能的干擾效果，有别於過去大部分文獻均從個別品牌探討比較廣告強度對廣告效果的影響，同時也填補了該領域的研究缺口。本研究樣本資料來自台灣公平會1992年至2007年的實際案例，該等資料經由內容分析法、SEM及區別分析等統計分析工具驗證，實證結果可分成二部分：其一，衝突性利益與競爭效能的關聯除廣告負面效果與競爭效能間之反向關係，未獲實證支持外，其餘2項假設（正面效果與競爭效能間之正向關係；正（反）面效果間反向關係）均獲得實證支持；其二，間接比較廣告之競競爭效能優於直接比較廣告。以上實證結果，除與現有理論文獻大致相符外，在實務運用上，對廣告主完成有競爭效能的比較廣告及台灣競爭法主管機關在實務運作上，均具有參考價值。

關鍵字

比較廣告 ； 衝突性利益 ； 競爭效能 ； 不同類別

並列摘要

This paper has examined relationships between conflict interests of comparative advertising and competitive efficiencies and the moderating effects of different category to competitive efficiencies from a competitive market point of view. It is different from the majority past documents had explored the influences of comparative advertising intensity to advertising effectiveness from individual brand standpoint. At the same time, this study has filled up the gaps of the research domain. The study sample cases of comparative advertising come from Taiwan Fair Trade Commission (TFTC) between 1992 and 2007 and conducting a content analysis. The empirical analytical method employed to examine the data by SEM and a discriminate analysis. The results confirm a negative relationship that it is not significant and un-supported by the verification between advertising negative effects and competitive efficiencies, the others 2 hypotheses (positive relationship between positive effects and competitive efficiencies; negative relationship between positive and negative effects) have been supported by verification. The results also have been confirmed that the competitive efficiencies of indirect comparative advertising are superior those of direct comparative advertising. These empirical results almost correspond with past relevant theories and can be used to construct a comparative advertising of competitive efficiency. These results may also help TFTC and enterprises actual situations involving comparative advertising.

並列關鍵字

Comparative Advertising ； Conflict Interests ； Competitive Efficiency ； Different Category

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