產品種類的廣告背景對消費者標的品牌評估的影響-專業程度為干擾變數

THE EFFECT OF PRODUCT CATEGORIES’ ADVERTISEMENT SITUATION CONTEXT ON CONSUMER’S TARGET BRAND EVALUATION- EXPERTISE AS MODERATER

楊靚彣(Chin-Wen Yang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/博士(2011年)

摘要

本研究為探討消費者在產品種類下的廣告背景情境，對標的品牌評價的影響。有鑑於Nam and Sternthal (2008)實驗中的標的品牌為音響，其屬於Nelson (1970)定義的經驗品，其結論是否可以類推到搜尋品與信任品上是值得我們去進一步做探討。
本研究在不同的產品種類之下分為三個實驗進行，每一個實驗皆採用2(背景可接近性:高或低)*2(背景值:正向或負向)*2(專業程度:專家或新手)的受試者因子設計，亦即8個實驗組合，每組受試者為30人，共取得240份有效問卷，來衡量應變項「標的品牌的評價」。
本文實驗結果發現，在三種不同的產品之下，背景資訊性高且背景值為正向時比背景資訊性低且背景值為負向時，對標的品牌有較高評價。對於專業程度干擾變數的影響，在標的品牌(餐廳)為經驗品時，專業程度干擾背景資訊性可接近性對標的品牌的評價有顯著影響；當標的品牌(保健食品)為信任品時，專業程度干擾背景值對標的品牌的評價有顯著影響。
因此我們推論結果與Nam and Sternthal (2008)研究結果產生部分的一致性結果，三種產品在背景資訊可接近性高和背景值為正向時對標的品牌都有較高評價背；對於專業程度的干擾下，當產品為經驗品時，專業程度會干擾背景資訊可接近性對標的品牌的評價；在信任品之下，專業程度會干擾背景值對標的品牌的評價。然而當產品種類為搜尋品(服飾)時，驗證其專業程度對於標的品牌的評價無顯著影響，故Nam and Sternthal (2008)結論無法類推至所有產品種類。

關鍵字

背景資訊 ； 標的評估 ； 專業程度 ； 產品種類

並列摘要

Our research will investigate that under the different product categories context in advertisement situation, the effect on consumer’s production evaluation. The experiment’s target product in Nam and Sternthal (2008) study was a stereo system. That was classified as experience goods by Nelson (1970). We try to find whether the result of Nam and Sternthal (2008) study can generalize to search goods and credence goods or not. It’s worthwhile to further explore the possibility of the result.
The research will proceed under the three experiments in different product categories. Each experiment is a2 (expertise: expert vs. novice) *2 (context accessibility: high vs. low) *2 (context valence: positive vs. negative) between-subjects design. Therefore, in total, there are eight cells, each cell with 30 participants. And we collected 240 available samples in each experiment .
The result of this study indicates that evaluation of three different categories in the highly accessible contextual information and positive context valence is more favorable than in the low accessible contextual information and the context valence is negative. The moderating variable of expertise was found for target experience goods, which is a significant effect of the accessible contextual information influenced target evaluation. Moreover, the moderating variable of expertise was also found for credence goods, which is a significant effect of the context valence on target evaluation.
Consequently, our result has partially consistent with the result of Nam and Sternthal (2008) study. The three products in the high accessibility of contextual information and the positive context valence, the consumers’ have more favorable on target brand evaluation. Adding to the moderating variable of expertise, when the target is experience good, the expertise may moderate the contextual information of accessibility on target brand evaluation. Besides, the target is credence good, the expertise also moderate the context valence on target brand evaluation.
However, the moderating variable of expertise have not a significant effect on target evaluation when the product category is search goods. Therefore, the conclusion of Nam and Sternthal (2008) study couldn’t generalize to all product categories.

並列關鍵字

contextual information ； target evaluation ； product category ； expertise

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