- 學位論文
從消費者涉入的類型來比較企業廣告與產品廣告之間的廣告回應路徑
Comparison of The Paths from Consumer Involvement Types to Ad Responses Between Corporate Advertising and Product Advertising
摘要
台灣產業環境逐漸邁向國際化，加上消費市場快速的變動，市場競爭因而加劇。因此企業需更用心與顧客建立良好的關係，同時增加與消費者溝通的機會，以提升企業形象，增加市場競爭力。加上現代的消費者不只重視產品、服務，對於企業的形象也成為消費者決定是否購買的重要參考指標。以上兩點促使企業更積極的佈局企業廣告來吸引消費者的注意。然而企業廣告與一般產品廣告，看上去相似實際卻有點不同，但都能影響公司產品的銷售與營運。 由於國內相關研究文獻稀少，於是本研究利用國外學者Sora K, Eric H & Gi-Yong Koo(2009)發表的「Comparison of the Paths from Consumer Involvement Types to Ad Responses Between Corporate Advertising and Product Advertising」中的研究結果，嘗試套用在台灣的智慧型手機產業，希望藉由此研究提出的「不同涉入類型的概念」來探討兩種廣告之間的差別並分析不同涉入類型對消費者態度與行為的影響，希望能提供國內企業一個更有價值的參考模式。本研究設計兩種不同類型的廣告問卷並採用結構方程模式(SEM)來各別分析兩種廣告中涉入、態度、與行為意圖間的關係。 研究結果顯示，產品和企業廣告背景看上去「類似」但不同，這項研究的結果支持這一論點。本研究結果與Kim et al. (2009)發表的研究結果是符合的，表示此模式適用於台灣智慧型手機產業。就企業廣告模式而言，其直接效果以技術涉入對產品涉入的影響效果最大，意指消費者愈是熟悉智慧型手機的相關技術、知識或對智慧型手機感興趣時，對於產品重視的程度會愈高。就產品廣告模式而言，其直接效果以廣告態度對品牌態度的影響效果最大，意指消費者對於廣告內容的喜好會直接反映到對該品牌的整體評估。
並列摘要
As the industries in Taiwan move toward globalization, the fast changing consumer market has led to fierce competition. Therefore, companies should make efforts to maintain customer relationships and increase communication with them in order to enhance corporate image and competitiveness. As consumers not only value of products and services, but also treat corporate image as an important criterion in decision-making, companies should actively utilize corporate advertising to attract consumers. Although corporate advertising and product advertising are seemingly similar, and can both influence sales and business operation, they are slightly different. Since there are few related literatures in Taiwan, this study aims to apply the findings in “Comparison of the Paths from Consumer Involvement Types to Ad Responses Between Corporate Advertising and Product Advertising” published by Sora K, Eric H & Gi-Yong Koo(2009) on the Smart Phone industry in Taiwan in order to probe into the differences between these two kinds of advertising by “concept of different involvement types”. This study further analyzes the influences of different types of involvement on consumers’ attitudes and behaviors. This study intends to provide a more valuable model to companies in Taiwan. Two different types of advertising questionnaires are designed, and SEM is conducted to respectively analyze the relationships between involvement, attitude and behavioral intention in two different kinds of advertising. The findings of this study suggest that product and corporate advertisings are seemingly “similar”; however, they are different. It is supported by this study, and it is consistent with Kim et al. (2009). The model proposed by this study is suitable for Smart Phone industry in Taiwan. Regarding corporate advertising model, the direct effect of technical involvement on product involvement is the most significant. In other words, when consumers are more familiar with the technology and knowledge related to Smart Phone, or are interested in Smart Phone, they are more like to value the products. Regarding product advertising model, the direct effect of advertising attitude on attitude toward brand is the most significant, indicating that consumers’ preference for advertising content would directly affect the overall evaluation on the brands.