創新接受程度、資訊可信度與創新評價對創新產品購買意圖之影響研究-以創新機車座墊為例

The influence of consumer innovativeness, advertising believability and evaluation of innovation on purchase intention of an innovative product: An example of an innovatively designed motorcycle seat cushion

陳志禎(Chen Chih-Chen)

指導教授 ： 吳文貴

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

大多數創新產品的廣告效果研究，探討訊息策略以及其影響因素，但鮮少以消費者觀點考量創新產品接受度、廣告信賴度與創新產品創新評價等認知，對於購買意圖的影響。本研究將透過實驗法，測試在不同的創新機車坐墊廣告訴求下，消費者對上述因素的認知，會如何影響購買意圖。在給予實驗用廣告訊息後，透過問卷方式收集197位民眾消費者的反應資料。經多元迴歸分析、T檢定結果發現，以價值效益為訴求的廣告，相對於創新技術訴求的廣告，較能提升創新產品購買意圖，在不同的廣告訴求下，廣告信賴度、創新產品創新評價，皆有助於提升購買意圖。本研究結果將提供創新產品行銷決策者制定適切的廣告訊息策略與作法，以提升對創新產品的購買意願。

關鍵字

創新評價 ； 廣告信賴度 ； 創新接受度 ； 創新 ； 廣告訴求

並列摘要

The literature of advertising effectiveness of innovative products identifies effective advertising appeals and many factors as those which influence its effectiveness. However, prior research is largely silent on the specific advertising appeal and its effectiveness across different levels of consumer innovativeness, advertising believability and consumer’s evaluation of an innovative product from consumers’ perspectives. This study aims to investigate the impact of different advertising appeals and levels of consumer’s innovativeness, advertising believability and evaluation on the purchase intention of an innovatively designed motorcycle seat cushion. We conduct an experiment to test our hypotheses. The participants (n=197) from a university in central Taiwan were invited to participate in this experiment. The results of multiple regression analysis and t-test reveal that benefit/interest appeal is more effective than the innovative technology appeal on facilitating purchase decisions, and both advertising believability and the consumer’s evaluation are positively related to the purchase decision of the focal product. This study adds to the existing knowledge for promoting the innovative products, especially the innovatively designed motorcycle seat cushion. We also provides novel insights into the planning of the advertising strategy and the approach of improving the purchase intention of the innovative products.

並列關鍵字

advertising appeal ； evaluation of innovation ； advertising believability ； consumer innovativeness ； Innovation

參考文獻

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