廣告價值、品牌態度對消費者購買意願之影響-品牌熟悉度為干擾變數

The Effects of Advertising Value and Brand Attitude on Consumer Purchase Intention- Brand Familiarity as a Moderator

徐逸茹(Yi-Ju Hsu)

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(2016年)

https://doi.org/10.6840/cycu201600459

摘要

消費者對產品資訊接受的方式與過去接受的方式不相同，是因為現在電子商務的發展以及許多地區都有提供無線網路，促使產生新的資訊型態。因此本研究欲探討資訊性、娛樂性、干擾性對廣告價值與品牌態度對消費者購買意願的影響，以廣告價值、品牌態度為中介變數，另加入品牌熟悉度為干擾變數。
本研究共回收210份有效問卷，使用SPSS進行資料分析，利用層級迴歸的方法對研究假說進行驗證。研究結果發現資訊性、娛樂性對廣告價值有正向影響，干擾性對廣告價值有負向影響；廣告價值對品牌態度有正向影響；品牌態度對購買意願有正向影響；品牌熟悉度對廣告價值與品牌態度以及購買意願之間有干擾效果。

關鍵字

廣告價值、品牌態度、購買意願、品牌熟悉度

並列摘要

The consumer has differenced revolutionary ways of receiving product information because the development of e-commerce and wireless, and generating new types of information. Therefore, this study would explore the impact of informativeness, entertainment, irritation, advertising value and brand attitude impact on consumer purchase intention. Moreover, it takes the advertising value and brand attitude as a mediating variable and brand familiarity as a moderating variable.
This study collected 210 valid questionnaires and analyzed by IBM SPSS Statistics 22 through hierarchical regression analysis. This research shows that informativeness, entertainment, tend have a positive effect on advertising value. However irritation have a negative effect on advertising value. Advertising value proves would have a positive influence on brand attitude. Brand attitude proves would have a positive influence on purchase intention. Brand familiarity has a moderating effect on advertising value, brand attitude.

並列關鍵字

Advertising value, Brand attitude, Purchase intention, Brand familiarity

參考文獻

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