訊息刺激價值與論證品質之網路訊息效果 -以刺激尋求特質為干擾變數

The Interaction between Message Sensation Value and Argument Quality on Online Message Effectiveness- The Trait of Sensation Seeking as Moderator

林沅德(Yuan-De Lin)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300468

摘要

由於現今網路的盛行發展，許多網路之運用被廣泛的創造出來，其中最為人接受並運用的即是網路購物。網路購物有許多推廣以及行銷商品之手法，例如:動態的行銷廣告、靜態的廣告。當產品廣告著重於靜態的廣告圖片，其廣告策略可以將不同訊息刺激價值放入廣告中，如此一來可針對不同人格特質特性之消費者增加購買意願。
本研究主要目的在於檢驗訊息刺激價值影響消費者購買意願之程度。此外，以刺激尋求人格特質為干擾變數，也將論證品質加入具有訊息刺激價值之廣告中對於消費者購買意願再作探討。也就是說，本研究以訊息刺激價值、刺激尋求、以及論證品質為主軸進行研究。
本研究使用三個步驟得知結果，首先利用一個簡單的先測問卷測定本研究所選之廣告圖片的訊息刺激價值程度，再來請受測者填寫簡要刺激尋求量表用以區分高與低刺激尋求者，最後利用問卷針對消費者購買意願進行分析不同程度的訊息刺激價值圖片對於不同刺激尋求人格特質。其研究結果主要為高訊息刺激價值廣告圖片對於高刺激尋求者會影響其購買意願，相對地，低訊息刺激價值廣告圖片對於低刺激尋求者也會影響其購買意願；；而訊息刺激價值廣告圖片與論證品質之作用，均會影響各種不同消費者之購買意願。

關鍵字

購買意願 ； 訊息刺激價值 ； 刺激尋求

並列摘要

Nowadays, there are many applications on the internet due to the innovation of the internet. The most popular application on the internet is online shopping which has variable ways to promote the merchandise such as the dynamic marketing commercials and picture commercials. When the advertisement strategy concentrates on pictures, as the marketers, they will embed some elements of sensations in the pictures and each picture would suit on all of the consumers in the different type of personalities which are high sensation seeking and low sensation seeking. The changing in the technique of marketing is to arouse purchase intention of consumers.
The main purpose of this research is to investigate the influence of the level of message sensation value on the consumers’ purchase intention. In addition, the moderating personality variable is Sensation Seeking (SS) and the argument quality adds in message as a content. It comes to several studies in this research, including the level of message sensation value, the trait of sensation seeking, the last, adding argument quality in message sensation value advertisement as a content.
This study involved three steps for the coming of the results. First, we will conduct a pilot test for identifying the degree of message sensation value. The second, the sample group was recruited to fill out brief sensation seeking scale to differentiate the group with their trait of personalities. Third, all of the samples were asked to fill out a final survey right after step two. It will be used in the future investigate of marketing.

並列關鍵字

Message Sensation Value ； Sensation Seeking ； Purchase Intention

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