廣告涉入度與法律意識對品牌形象、購買意願與防制方式之影響：當消費者獲知食品廣告違法後

隨著時代變遷與行動上網之成本下降，消費者的生活型態從菜市場轉向網路購物。在網路世界中，網路廣告為獲取最多眼球數的方式。我國網路廣告中存在許多虛偽造假與人為操縱，每年主管機關裁罰金額高達到上億元。然而，過去研究並未針對知情消費者有深入探討。因此，本研究採用鼎王和老虎堂兩個與食品有關的不實網路廣告案件，同時深究消費者之網路廣告涉入度和法律意識，對農產品的品牌形象、購買該農產品的意願，與其對違法廣告防制方法的影響。根據上述研究目的，本研究收集並整理過去相關文獻，共分三大部分：第一為網路廣告定義、種類、特色與限制，第二為廣告涉入度與法律意識對品牌形象和購買意願的影響，第三為違法網路廣告的防制方法。本研究依據上述文獻設計問卷，並以有「老虎堂」和「鼎王」消費經驗者為研究對象，採取市場調查的量化分析。研究者共收集到1,076份的有效樣本，統計分析方法包含：描述性統計、因素分析、T檢定、變異數分析，以及迴歸分析。從研究結果得知，知情消費者對該廣告的涉入度會正向影響品牌形象和購買意願，而知情消費者的法律意識則會負向影響品牌形象，並抑制對產品的購買意願。此外，知情消費者的廣告涉入度並不會對防制方法有影響；知情消費者的法律意識則會對防制方法有會有正向且顯著的影響。本研究結果可提供食品生產者、通路商、消費者作為借鏡與參考，並提供政府機關一明確的立法方向。特別是我國正面臨食安危機、假訊息當道的世代，無論生產者、政府或消費者都應扮演著守護食品安全的保衛者。據此，本研究呼籲各界應大力推行食安教育、食農教育、媒體識讀教育，以及法治教育。

關鍵字

法律意識；品牌形象；農產品廣告；廣告涉入度；違規廣告；購買意願

並列摘要

As the times have changed and the cost of mobile Internet access has fallen, consumers’ lifestyles have shifted from traditional marketplaces to online shopping. In the online world, advertising is the way to get the most eyeballs. In Taiwan, there are a lot of hypocrisy and manipulation in online advertising, and the amount of fines imposed by the competent authority is up to hundreds of millions NT dollars each year. However, previous studies have not conducted in-depth discussions on the informed consumers of unlawful advertisement. Therefore, the current study uses two cases of unlawful online advertisement related to foods, Tripodking and Tigersugar, to examine the effects of consumers’ online advertising involvement and legal consciousness on their perceptions towards brand image of agricultural products, their purchase intentions, and intents to prevent unlawful advertisement. Based on the aforementioned research purpose, the researcher conducted a literature review, which is divided into three parts: the first is the definition, types, characteristics, and restrictions of online advertising; the second is the impact of advertising involvement and legal awareness on brand image and purchase intention; and the third is a method of preventing unlawful online advertisement. The researcher designed a questionnaire based on the literature review, and used the experienced consumer of Tripodking and Tigersugar as the research object. In short, a quantitative analysis of market research was adopted. The researcher collected a total of 1,076 valid samples. Statistical analysis methods used in the current study include: descriptive statistics, factor analysis, T test, variance analysis, and regression analysis. The results revealed that the advertising involvement of informed consumers positively affected their perceptions towards brand image and their purchase intentions, while their legal consciousness negatively affected their perceptions towards brand image and inhibit their purchase intentions. In addition, the advertising involvement of informed consumers did not affect their intentions to prevent unlawful advertisement; and their legal consciousness had positive and significant effects on their intentions to prevent unlawful advertisement. The research outcomes can provide food producers, distributors, and consumers as a reference for adverting and choosing agricultural products. They also provide a clear legislative direction for relevant government agencies. This is particularly important while Taiwan is facing a food safety crisis and a generation of fake news. No matter the producer, government, or consumer should act as the guardian of food safety. Accordingly, the researcher calls on all sectors to vigorously promote formal and informal educations on food safety, food and agriculture, media literacy, and legal literacy.