廣告訴求與產品屬性的差異真能左右消費者對廣告效果的知覺？

Have Advertising Appeals and Product Attributes Effects on Advertising Effects?

蕭至惠(Chih-Hui Hsiao) ； 蔡進發(Chin-Fa Tsai) ； 陳玟君(Wen-Chun Chen)

《行銷評論》 9卷1期 (2012/03) Pp. 61-90

https://doi.org/10.29931/MR.201203.0004

摘要

本研究以口紅為實驗產品，以183位上班族女性為研究對象，採取2（廣告訴求：感性、理性）x2（產品屬性：享樂性、功利性）的實驗設計方式，並以內部效度最佳的實驗室實驗法（laboratory experiment）來進行研究，據以探討廣告訴求、產品屬性、自我建構與涉入對廣告效果及消費者行為意圖之影響。研究結果顯示，（1）相較於理性訴求，當廣告訴求感性時，其廣告效果較佳；（2）相較於功利性功能的產品屬性，倘若廣告中的產品是以享樂性屬性功能的方式呈現，其廣告效果較佳；（3）相對於獨立我的個體，相依我的個體對廣告效果將有較佳的知覺；（4）相對於低度涉入者，高度涉入者對廣告效果將有較佳的知覺；（5）廣告訴求將分別藉由廣告態度、品牌態度與產品態度對口碑產生正向影響。

關鍵字

自我建構 ； 產品屬性 ； 廣告訴求 ； 廣告效果 ； 行為意圖

並列摘要

The study adopted lipstick as experimental product and 183 female workers as experimental subjects. The study adopted experimental design method to examine the effects of advertising appeals, product attributes, involvement and self construal on the advertising effects and consumers' behavioral intentions. The results imply: (1) in advertising appeal emotional appeal as compared to rational appeal makes consumers have better advertising effects. (2) if the product advertising is oriented to and presented with a way of o hedonic function, customers form better attitudes toward hedonic products' advertisements, brands, and products, (3) compared to independent individuals, interdependent individuals form better attitudes toward advertisements, brands, and products, (4) compared to low-involvement consumers, high-involvement ones have better perception of advertising effects (5) advertising appeal has a positive effect on word of mouth through advertising effects (i.e., advertising attitude, brand attitude, and product attitude).

並列關鍵字

self construal ； product attributes ； advertising appeal ； advertising effect ； behavioral intentions

參考文獻

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