產品知識、涉入程度對處方藥藥商廣告效果之影響

The Role of Product Knowledge and Involvement on the Effect of Prescription Medication Advertisement

黃銘章(Ming-Chang Huang) ； 孫詩蘋(Shih-Ping Sun)

《行銷評論》 5卷1期 (2008/03) Pp. 81-103

https://doi.org/10.29931/MR.200803.0005

摘要

在處方藥廣告尚未解禁的國家或地區（例如台灣），處方藥藥商廣告之內容受法令限制，不得揭露藥品名稱及療效，因此，藥商常以醫藥新知或健康提醒做為廣告訴求，希望引起消費者的注意，進而誘發進一步的行為。然而，這類廣告訴求能否產生效果？本研究從消費者角度，探討消費者的產品知識與涉入程度對處方藥藥商廣告效果之影響，以中部地區四所醫藥相關大學與四所傳統大學的學生為受測者，總計回收449份有效問卷。研究結果發現，產品知識與涉入程度，對處方藥藥商廣告的察覺有正向的影響，而產品涉入程度高之受測者，也對廣告訊息內容產生較正面的廣告情感態度，但產品知識對於處方藥藥商廣告之情感態度無顯著影響。

關鍵字

產品知識 ； 涉入 ； 廣告效果 ； 處方藥廣告

並列摘要

Identified branded medications or curative effects are not permitted to appeal directly to customers in those countries where prescription medication advertising was prohibited. The medical firms used the appeals like ”we cared about you” or ”see your doctor” teach customers. Dose these kinds of advertisements can attract customers? The purpose of this research is to examine the influence of product knowledge and involvement on the effect of prescription medication advertisement. Participants were undergraduate students who were selected form 4 medical and 4 traditional universities around Taichung. 449 valid samples were collected. The results show that both knowledge and involvement have positive effect on the awareness of prescription medication advertising. Regarding the attitude toward the prescription medication advertisement, the more highly participants involve, the more positive their attitude are. The effect of knowledge on the participants' attitude of prescription medication advertisement is not significant.

並列關鍵字

Product Knowledge ； Involvement ； Advertising Effect ； Prescription Medication Advertisement

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