來源國與廣告內容聯想及品牌定位不一致之廣告效果

Response to Incongruency in Advertising : The Role of Country-of-Origin and Brand Positioning Strategy

林正士(Cheng-Shih Lin)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/博士(2006年)

https://doi.org/10.6342/NTU.2006.00343

摘要

過去廣告不一致理論被廣泛討論，但卻有許多不同的研究結論。且未有以來源國做為不一致的訊息基模之研究。來源國和廣告消費文化定位策略是國際行銷重要的研究議題，但也甚少有文獻將兩者結合討論。故本研究以來源國為認知基模，探討來源國聯想與廣告內容不一致之溝通效果；另外，探討來源國和廣告消費文化策略組合的溝通效果。
本研究分兩個實驗，實驗一採部分因子設計，將不一致程度分為完全一致、中度不一致及極端不一致。研究結果顯示：不一致程度對溝通效果有顯著影響，中度不一致優於完全一致與極端不一致。而因不一致引發的好奇與興趣對廣告態度與品牌態度有顯著中介作用。低獨斷性與高認知需求有較顯著的不一致效果。
實驗二的目的在驗證來源國與廣告消費消費文化定位策略的交互作用。結果顯示：來源國沒有主效果，FCCP有顯著主效果，當來源國為本土時，FCCP有較佳溝通效果；當來源國為日本時，在淨想法與回想上，不一致效果顯著，但廣告態度與品牌態度則仍以FCCP具有優勢。國族主義與國際主義對來源國與消費文化定位策略沒有干擾作用，性格開放性對來源國與消費文化定位策略不一致沒有干擾作用。
本研究將不一致理論的一般化延伸至來源國領域，且開啟來源國領域研究的另一個方向，將來源國與廣告消費文化定位策略一起討論，結論可做為廠商國際廣告策略或未來研究的參考。

關鍵字

基模 ； 廣告 ； 廣告內容不一致 ； 來源國 ； 消費文化定位

並列摘要

Research in incongruency theory has been widely discussed recently, but the conclusions were mixed. Previous studies emphase advantage of congruity for clear message and without cognitive dissonance. However, several studies provide some insight regarding how the level of congruity between objects and their associated schemas affects processing and evaluative judgments. And support the moderate incongruency has the best effects. Even though, the related studies about COO (country of origin) information on incongruity are rare. Besides, COO and global brand consumer culture positioning (GBPS) strategy are both important issues in international marketing field, but studies discuss the combination of them are seldom. This article explores how individuals process the incongruency information in advertising, treating the COO as schema, and the interacion between COO information and GBPS were investigated.
In the thesis, three levels of incongruency are tested in two studies respectively. The incomplete factorial design manipulates the three levels of incongruency of complete congruity, moderate incongruity and extreme incongruity to study 1. The results find that the level of incongruity will be significantly effects on persuasion. Moderate incongruity leads to more favorable evaluation than will complete congruity and extreme incongruity. Furthermore, the curiosity and interest emotional response aroused by incongruity will positively mediate the attitude toward the brand. Moreover, the two moderate variables effects of recipients’ traits on incongruity which included dogmatism and need for cognition are also supported.
The aim of study 2 is to investigate the interaction between COO and GBPS. The results show that FCCP has significant main effect. When the COO is local, FCCP (moderate incongruity) has more positive influence on persuasion, comparing with GBPS is GCCP or LCCP. When the COO is non-local (Japan), LCCP has more net thoughts and recall, but FCCP has dominant preference on Aad and Ab. At the same time, ethnocentrism and worldmindedness both have no moderating effects on COO and GBPS. Neither do openness on interaction between COO and BPS.
In conclusion, this research extended the COO schema into incongruency theory. And explored the COO research related a new paradigm. Those results will be applied to the advertising campaign and the future studies.

並列關鍵字

advertising ； incongruity ； COO ； consumer culture positioning strategy

參考文獻

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