網路廣告訴求及涉入程度與消費者購買態度 之關係

The relationship among Internet Advertising Appeal, Involvement and Consumers’ Purchasing Attitude

楊子慧(TZU-HUI YANG)

指導教授 ： 樊愛群

中原大學/設計學院/商業設計研究所/碩士(2008年)

https://doi.org/10.6840/cycu200900648

摘要

本研究主要目的在探討不同的網路廣告訴求與涉入程度下，對消費者購買態度
之差異性，並分析消費者在不同的網路廣告訴求與涉入程度下，與其購買態度之關
聯性及預測力。本研究採實驗法，使用的工具為「網路廣告訴求、涉入程度與消費
者購買態度之問卷」。以桃園縣中原大學學生為母群體，有效樣本為311 位大學生。
根據所蒐集的資料，以t 考驗、單因子變異數分析、Pearson 積差相關及多元迴歸分
析等統計方法進行分析與處理。首先考驗不同廣告訴求與不同涉入程度下，消費者
的購買態度是否有差異，接著探討消費者在不同涉入程度下，與購買態度之間的相
關性，最後則進一步檢驗消費者不同的廣告訴求與涉入程度，對其購買態度的預測
力。研究結果分述如下：
一、 網路廣告訴求方式的不同，在消費者購買態度上沒有顯著差異
二、 產品涉入程度的不同，在消費者購買態度上具顯著差異
三、 廣告涉入程度的不同，在消費者購買態度具顯著差異
四、 產品涉入程度與消費者購買態度具顯著正相關
五、 廣告涉入程度與消費者購買態度具顯著正相關
六、 產品涉入程度與廣告涉入程度對購買態度具有顯著預測力
根據以上研究結果提出具體建議，以供網路廣告設計相關專業與未來研究者之
參考

關鍵字

廣告涉入 ； 網路廣告訴求 ； 購買態度 ； 產品涉入

並列摘要

This study explores first, how consumers’ purchasing attitudes vary
according to their internet involvement and their perception of internet advertising
appeal respectively, and second, the predictability of the former by the latter.
Such an inquiry adopts experimental procedure and a set of questionnaires: “The
Relationship among Internet Advertising Appeal, Involvement and Consumers’
Purchasing Attitude.” 311 student samples of Chung Yuan Christian University,
the population under study, are asked to respond to the questionnaires, The
resultant data are holistically analyzed through t-test, one-way ANOVA, Pearson
product-moment correlation, and multiple regression analysis. Statistical tests
including (1) variance, (2) relations, and (3) predictability among variables are
carried out on the extent to which consumers’ purchasing attitudes vary according
to their product involvement and their perception of product advertising appeal.
The research draws the following conclusions:
1. consumers’ purchasing attitudes does not vary with their perception of internet
advertising appeal.
2. consumers’ purchasing attitudes vary with their product involvements.
3. consumers’ purchasing attitudes vary with their perception of product
advertisement.
4. consumers’ purchasing attitudes correlate with their product involvement.
5. consumers’ purchasing attitudes correlate with their perception of product
advertisement.
6. consumers’ purchasing attitudes are predictable via such variables as product
involvement and perception of product advertisement.
The above findings are proposed here for references of academic or internet
advertising purposes.

並列關鍵字

purchasing attitude ； product involvement ； advertising involvement ； internet advertising appeal

參考文獻

田中洋、丸岡吉人(1993)，新廣告心理，台北：朝陽堂文化事業股份有限公司。

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Allport, G. W. (1935), A Handbook of social psychology, Worcester, MA: Clark University

Batra, Rajeev & M. L. Ray. (1986), Affective Responses Mediating Acceptance of Advertising,

Journal of Consumer Research, 1(13), 234-249.