廣告訴求方式對衝動性購買之比較研究

根據研究與相關數據顯示，衝動性購買行為一直是不容忽視的消費者行為，同時也是行銷活動所必須注意的焦點。因此在什麼情況下能有較高的衝動性購買意圖與透過何種方式去提升衝動性購買意圖也就顯得特別重要，本研究希望藉由對自我概念、廣告訴求方式與訊息處理傾向的探討，更進一步地去了解如何有效的去刺激衝動性購買意圖。本研究係透過2類別（自我概念：相互依賴的自我概念、獨立的自我概念）與2類別（廣告訴求方式：感性廣告、理性廣告）之二乘二因子實驗設計，分別探討自變數自我概念、廣告訴求方式及中介變數（訊息處理傾向），對依變數衝動性購買意圖造成之影響及交互作用。本研究獲得的結論，訊息處理傾向在自我概念與衝動性購買意圖的關係上不具有中介效果；但在廣告訴求方式與衝動性購買意圖的關係上，訊息處理傾向則具有中介效果，且自我概念則具有干擾效果。

關鍵字

自我概念；廣告訴求方式；訊息處理傾向；衝動性購買意圖

並列摘要

According to related research and datum, impulsive buying is an important consumer behavior which we can not ignore and a focal point which marketing activities need to pay attention to. So it is very important to know how consumers can have higher impulsive buying intention in any situation and by what way consumers can exaggerate their impulsive buying intention. In this research, we want to understand how self-concept, advertising appeals and information processing tendency affect impulsive buying intention and stimulate impulsive buying intention effectively further.The experiment of this research is designed as 2 (Interdependent Self-concept and Independent Self-concept) × 2(Rational Appeal and Emotional Appeal), T-test, cross table, regression analysis, and two-way ANOVA to testify the proposed hypotheses.The research result appeals that information processing tendency does not have mediatingeffect on the relation between the self-concept and impulsive buying intention but hasmediating effect on the relation between the advertising appeals and impulsive buying intentionand self-concept has moderate effect.