節慶促銷廣告與消費者行為交叉分析研究

Research of Festival Promotional Advertising and Consumer Behavior on Cross-Analysis

徐哲毅(Che-Yi Hsu)

指導教授 ： 游張松

共同指導教授 ： 陳文華

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10040

摘要

在網際網路的時代，消費者十分容易依自己的需求在網路找尋到其所想要的商品資訊，本研究欲探討消費者找尋商品資訊的動機，本研究依據調節焦點理論，了解不同焦點的消費者之行為，以說明消費者搜尋商品資訊之行為的動機；並欲研究不同類型的消費者，對於不同類型廣告的反應是否會有差異。
　　本研究旨在探討不同調節焦點的消費者與不同類型的廣告是否會產生交互作用，因而對廣告效果產生何種差異。研究中討論的廣告效果有二：廣告態度與購買意圖，採2(調節焦點：促進型、預防型)Ｘ2(廣告類型：高度折扣、中度折扣)之組間實驗設計。且本研究選定兩類通路(百貨公司、3C通路)，來驗證調節焦點與廣告類型的交互作用。
　　本研究證實不同廣告類型與不同消費者調節焦點將呈現不同的廣告效果(廣告態度、購買意圖)，並存在較佳的配對組合。本研究結果如下：
1. 促進型焦點的消費者對於「須經搜尋努力而獲高度折扣的廣告」相較於「不須經搜尋努力而獲中度折扣的廣告」有較佳的評價。
2. 預防型焦點的消費者對於「不須經搜尋努力而獲中度折扣的廣告」相較於「須經搜尋努力而獲高度折扣的廣告」有較佳的評價。

關鍵字

調節焦點 ； 廣告態度 ； 購買意圖

並列摘要

In the era of the Internet, consumers are very easy to find their desired commodity information in the Internet to follow their own demand. This research explores the motivation of consumer to find product information, and the research is based on the regulatory focus theory to learn more about the different focus of consumer behavior, and to show the motivation of consumers’ behavior to find the information about the product. I would like to study the response of different types of consumers to the different types of advertising.
This research aims to examine whether the different regulatory focus of consumers and the different types of advertising will produce interaction, so that cause the difference of effectiveness of advertising. Study on the effects of advertising in the discussion is two-fold: advertising attitude and purchase intent, mining 2 (regulatory focus: promotion, prevention) X2 (ad types: high discounts, moderate discount) of experimental design in the group. And this research selected two kind of distribution channel (Department stores, 3C discount stores) to verify the interaction of the different regulatory focus and the different ad type. 　　
This research has confirmed a different ad types and different consumer regulatory focus will render different advertising effect (advertising attitude, purchase intent), and there is a better pair combinations. The results of this study are as follows:
1. The promotion focus have better evaluation of “high discount which need the effort of search” rather than “normal discount which needn’t the effort of search”.
2. The prevention focus have better evaluation of “normal discount which needn’t the effort of search” rather than “high discount which need the effort of search”.

並列關鍵字

Regulatory Focus ； Advertising Attitude ； Purchase Intent

參考文獻

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