創意廣告設計對顧客購買意願之研究-以顧客品味能力為中介變項

本研究採問卷調查法，研究廣告創意性對顧客購買意願之影響，並以顧客品味能力為中介因素，探討其影響力。本研究使用了迴歸分析法與變方分析法進行統計研究。本研究之結論有二：一、發現廣告創意性對顧客購買意願呈現顯著影響，消費者若認為廣告設計創意越佳、品質越好，其購買意願越高；亦發現品味能力對顧客購買意願呈現顯著影響，亦即顧客品味能力表現或品味到的正向經驗越高，其購買意願越高。二、廣告創意性對購買意願之效果並無直接影響；但納入品味能力後，對購買意願之影響卻為顯著，由此可知創意廣告設計若品質越好，能透過品味能力正向經驗影響到購買意願，並且創意廣告設計必須透過品味能力才能對購買意願產生影響，說明顧客品味能力扮演完全中介之效果。

關鍵字

廣告創意性；品味能力；購買意願

並列摘要

This study uses a questionnaire survey to study the impact of creative advertising on customer purchase intentions, and uses the customer's savoring as an intermediary factor to explore its influence. This study used regression analysis and variable square analysis for statistical studies. There are two conclusions of this study: I. It was found that advertising creativity has a significant impact on customers' purchase intentions. Consumers think that the better the advertising design ideas are, the better the quality is, the higher their willingness to buy; and also found that customer's savoring has a significant impact on customers' purchase intentions. The higher the positive experience of performance, the higher its willingness to buy. II. Advertising creativity does not have a direct effect on the effect of purchase intentions. However, after incorporating customer's savoring, the influence on purchase intention is significant. It can be seen that the better the quality of creative advertising design, the more positive the experience can be through customer's savoring. Willingness to buy, and creative advertising design must be able to influence purchase intentions through customer's savoring, indicating that the customer's savoring plays a role of complete mediation.