廣告訴求、來源國形象、與消費者知覺價值關係之研究

近年來，許多企業已將消費者價值的創造視為組織的使命、宗旨、與目標之一，以創造並維持企業與消費者的長期共同利益。本研究旨在探討廣告訴求之功利性訴求與個人價值訴求對消費者知覺價值的影響，及此一關係是否會隨著來源國形象的不同，而產生顯著的差異。本研究以手錶為研究之產業，以結構式問卷進行便利抽樣。在問卷中，以2（廣告訴求）×2（品牌來源國）之組間設計法，呈現多重產品屬性，以純化廣告訴求、來源國形象、及知覺價值之關係。總共發出400份問卷，330份為有效問卷，有效樣本回收率為82.5%。線性結構方程式模型（SEM）分析結果顯示，功利性廣告訴求、個人價值廣告訴求與消費者價值知覺呈現顯著的正相關。此外，來源國的形象對上述之關係並無顯著之負向干擾效果；換言之，來源國形象的不同，並不會影響廣告訴求與消費者知覺價值之關係。根據研究結果，提出理論與管理上之意涵。

關鍵字

消費者價值知覺；廣告訴求；來源國形象；干擾效果

並列摘要

More and more firms have recognized that customer value creation is a critical factor in building and maintaining long-term and mutually beneficial relationship with customers. The purpose of this article is to investigate the relationships between advertising appeals (i.e., utilitarian and value-expressive appeals) and consumer perceived value, and the moderating effects of country-of-origin on the aforesaid relationships. Wrist watches are used as objects and structured questionnaire are used to collect data through convenience sampling. A2 (advertising appeals) ×2 (country-of-origin) factorial design based on multi-attributes model are used to purify the relationships between research variables. 400 questionnaires are distributed and 330 valid questionnaires are returned. The response rate is 82.5%. The results of structural equation models indicate that both types of advertising appeals are positively correlated with consumer perceived value, and country-of-origin has non-negative moderating effects on the aforesaid relationships. Theoretical and managerial implications are discussed.