廣告訴求與產品涉入程度對廣告效果之影響 —以消費者生活型態為干擾變數

The Influence of Advertising Appeal and the Degree of Product Involvement on the Advertising Effects—Using Consumer Life Styles as the Moderating Variable

牟立萱(LI-XUAN MOU)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2009年)

https://doi.org/10.6840/cycu200901445

摘要

廣告由原先的附屬品，搖身一變成為人們生活中的議題，往往一些熟悉的廣告詞，深植於人們心中。廣告主，即是藉由這些廣告情境與表現，好對消費者造成某種程度的影響，希望透過此訊息的傳遞，產生正面效果，進而引發消費者的購買行動。因此，本研究將探討不同的訊息策略對廣告效果之影響，期能對廣告效果有更多的了解。

而又根據不同的涉入情況，消費者也會有不同的資訊搜尋行為，和自我的決策過程。在低涉入情況下，訊息處理方式是漫不經心地，來接受廣告當中的訊息；在高涉入情況下，處理方式則會是認真的思考判斷廣告訊息，並且仔細評估廣告內容的可信度，因此也將涉入程度納入本研究作為探討變數之一。

本研究採取實驗法進行實證研究，藉由透過廣告內容中，不同的廣告訴求，搭配不同產品涉入，以及對消費者生活型態的背景分析，好了解其對廣告效果的實際影響。本研究的實驗對象為台灣三所大專院校學生，共收集有效樣本數466份。主要的統計方法是用因素分析及集群分析，來獲取消費者生活型態資料，並近一步對生活型態集群特徵進行描述，再運用T檢定及變異數分析，對不同集群之消費者，進行廣告效果之分析。

關鍵字

消費者生活型態 ； 廣告訴求 ； 廣告效果 ； 產品涉入

並列摘要

Advertisements have evolved from a byproduct to a major topic in people’s daily
life, and familiar words in advertisements usually rood in people’s mind. Advertisers
attempt to influence consumers’ behavior through situations and performances created
by advertisements, hoping that advertisements will convey messages, generate a
positive attitude among consumers, and further trigger buying activities. Therefore,
this research is focused on the message-delivery strategies. Hopefully by doing this
analysis, we can have better understanding of how advertising affects people’s
decision.
Based on various degrees of involvement, consumers experience different
information-seeking behavior and decision-making processes. Under low involvement
situation, consumers accept advertisement messages at random; under high
involvement, consumers carefully judge advertisement messages and evaluate their
reliability. Therefore, the degree of involvement is included into this research as one
of the variables.
This research adopts the experiment way to carry on the empirical research. In
order to understand the impact on advertising effect, this research controls the
advertising appeal, product involvement and analysis of consumers’ life style. The
experimental subjects are students of three universities and colleges in Taiwan, and
total effective observations are 466 units. In order to obtain consumers’ life style
information, the main materials statistical methods used are factor analysis and cluster
analysis. And through analysis to describe the life style groups’ characteristics, and
then use variation analysis and T test to carry on the advertising effect to different
clusters of consumers. The purposes of this research are as follows：
1. Compare and contrast the influences of two advertising
appeals (high and low) on advertising effectiveness
2. Compare and contrast the influences of two advertising
appeals (rational and emotional) on advertising effectiveness.
3. Probe into the influences of the degree of involvement and advertising appeal on
advertising effectiveness, using consumers’ lifestyles as variables.
4. Propose feasible strategies and suggestions based on research results.

並列關鍵字

Consumer Life Styles ； Advertising Effectiveness ； Product Involvement ； Advertising Appeal

參考文獻

1、丁源宏（2000），不同媒介特性、廣告訴求與產品涉入度對於廣告效果影

14、童曉君(1999)，廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人

2、Albers-Miller, N. D., & Stafford, M. R.(1999). International Services Advertising: An Examination of Variation in Appeal Use for Experiential and Utilitarian Services. Journal of Services Marketing, 13, 390.

3. Andrews, J. C. (1989). The Dimensionality of Beliefs Toward Advertising in General. Journal of Advertising. 18(1), 26-35.

4. Andrews, J. C.(1989). The Dimensionality of Beliefs toward Advertising in General. Journal of Advertising, 18(1), 26-35.