當消費者獲知農產品廣告違規後：廣告涉入度與法律意識對品牌形象與購買意願之影響

After the Realization that Agricultural Advertisement is Unlawful: The Influences of Advertising Involvement and Legal Consciousness on Brand Image and Purchase Intention

林福容(Fu-Jung Lin) ； 梁朝雲(Chaoyun Liang) ； 顏榮宏(Jung-Hung Yen)

《宜蘭大學生物資源學刊》 15卷 (2019/12) Pp. 13-33

https://doi.org/10.6175/job.201912_15.0002

摘要

品牌是生產者表彰產品的品質主張，廣告是消費者最常獲得品牌主張的管道。網路廣告是傳遞農產品品牌的新興橋樑，業者如何透過網路廣告，在消費者心中建立並維繫良好的品牌形象，以提升其購買意願，至關重要。本研究聚焦於製程浮誇不實的農產品網路廣告，透過問卷調查，分析當獲知該廣告違規後，消費者的廣告涉入度和法律意識對該廠商之品牌形象與購買該產品意願的影響。研究結果顯示，廣告涉入度正向影響農產品的體驗性和象徵性品牌形象，而法律意識則會負向影響農產品的整體品牌形象和消費者的購買意願，特別在南臺灣地區。本研究結果將可提供農產品業者做為警惕與自律，並可提供給政府機構檢視和補正現行法規之用。

關鍵字

法律意識 ； 品牌形象 ； 廣告涉入度 ； 違規廣告 ； 購買意願

並列摘要

Brands are the claim of product quality by producers, and advertising is the most popular conduit for consumers to encounter brand claims. Online advertising is an emerging field for delivering brands of agricultural products. Establishing and maintaining a noble brand image in consumer minds through online advertising are vital to enhancing the purchase intentions of such consumers. The current study focuses on online advertisements with exaggerated production processes. In this study, a questionnaire survey was conducted to analyze the effect of consumers' advertising involvement and their legal consciousness toward unlawful advertisements on brand image and their purchase intention after learning about the advertisement violation. The results showed that advertising involvement positively affected the experiential and symbolic brand image of agricultural products, whereas legal consciousness toward unlawful advertisements negatively affected overall brand image and purchase intention, especially in South Taiwan. These research outcomes could be made available to the agricultural industry to ensure vigilance and self-discipline and can help government agencies in reviewing and correcting current regulations.

並列關鍵字

legal consciousness ； brand image ； advertising involvement ； unlawful advertisement ； purchase intention