廣告訴求與涉入程度對廣告效果的影響-以國軍招募廣告為例

我國兵役制度規劃由「徵募並行制」朝向「募兵制」轉型，使得國軍招募成效成為關注焦點，為能提供國軍執行人力招募時的參考依據，本研究旨在探討不同廣告訴求以及涉入程度對國軍招募廣告效果之影響，並探討廣告訴求與涉入程度之交互效果，其中廣告訴求區分為理性訴求以及感性訴求，涉入程度則分為高涉入以及低涉入，在結果變數方面，則包含廣告態度、產品效果以及報考意願。根據相關文獻，推論理性廣告訴求對廣告效果之影響高於感性訴求對廣告效果之影像；高涉入程度下的廣告效果高於低涉入程度下之廣告效果；以及理性廣告與高涉入程度組合下的廣告效果，高於其他組合下的廣告效果。本研究以育達高中三年級學生作為研究對象，首先進行前測分析，確認廣告訴求之類型，再根據回收的100份操弄檢定問卷，確認廣告訴求操弄成功後，再進行正式問卷發放。總計共回收280份有效問卷，以雙因子變異數分析進行假設驗證，若交互作用成立，則進行條件式的主要效果檢定(單純主要效果檢定)H1與H2；若交互作用不成立，則進行主要效果檢定。研究結果顯示，1.當結果變數為廣告態度以及報考意願時，廣告訴求與涉入程度之交互作用成立，進一步進行單純主要效果檢定，發現在高涉入的條件下，理性廣告訴求的廣告態度以及報考意願平均數高於感性廣告訴求，但在低涉入的條件下則無。2.在理性廣告訴求的條件下，高涉入程度下的廣告態度以及報考意願皆顯著高於低涉入程度；在感性廣告訴求的條件下，高涉入程度下的廣告態度以及報考意願皆顯著高於低涉入程度。3.高涉入程度下的品牌態度平均數高於低涉入程度下的品牌態度平均數。根據研究結果，進行討論進而提出實務建議、研究限制以及後續研究方向。

關鍵字

廣告訴求；涉入程度；廣告效果；國軍招募廣告

並列摘要

The main purpose of the present study is to investigate how to increase the effectiveness of recruiting advertisement in military. Specifically, the relationship between advertising appeals and advertising effectiveness was examined. Additionally, involvement might be the key factor to affect advertising effectiveness. Therefore, this study also tested the main effect of involvement on advertising effectiveness. According to the related literature, H1 hypothesized that advertising effectiveness was affected by different advertising appeals. H2 hypothesized that advertising effectiveness varied at different level of involvement. H3 hypothesized that there was the interaction effects of advertising appeals and involvement on advertising effectiveness. 280 participants from senior students in Yu-Da senior high school involved in this research. Two-way ANOVA was conducted for verifying the hypotheses. The findings show that 1) there are conjunction effects of rational appeals and involvement on advertising attitude and willingness to enlist. Specifically, the simple main effect analysis show that 1) under the high involvement condition, advertising attitude and willingness to enlist are higher in rational appeals than in emotional appeals; while there is no difference under low involvement condition. 2) Advertising attitude and willingness to enlist are higher in high involvement than in low involvement under both rational and emotional appeals. 3). Interactive effects of advertising appeals and involvement on brand attitude does not exist. However, the main effects show that brand attitude is higher in high level of involvement than in low level of involvement. The discussion, limitations and directions for future research were based findings accordingly.