廣告訴求方式對衝動性購買之比較研究

The Comparative Study of Advertising Appeals to Impulsive Buying

倪俊忠(Chun-Chung Ni)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00581

摘要

根據研究與相關數據顯示，衝動性購買行為一直是不容忽視的消費者行為，同時也是行銷活動所必須注意的焦點。因此在什麼情況下能有較高的衝動性購買意圖與透過何種方式去提升衝動性購買意圖也就顯的特別重要，因此，本研究希望藉由對自我概念、廣告訴求方式與訊息處理傾向的探討，更進一步地去了解如何有效的去刺激衝動性購買意圖。本研究的研究目的為：
一、探討消費者在不同的自我概念下對於其訊息處理方式及衝動性購買意圖有何影響？
二、探討消費者在不同的廣告訴求方式下對於其訊息處理及衝動性購買意圖有何影響？
三、探討訊息處理傾向在自我概念與廣告訴求方式對衝動性購買意圖的關係上是否具有中介效果？
另外，本研究係透過2（自我概念：相互依賴的自我概念、獨立的自我概念）Χ2（廣告訴求方式：感性廣告、理性廣告）之二因子實驗設計，分別探討自變數自我概念、廣告訴求方式及中介變數訊息處理傾向，對依變數衝動性購買意圖造成之影響及交互作用。實驗有效樣本共計249 份。
經研究分析的結果，本研究獲得的結論文，在訊息處理傾向在自我概念與衝動性購買意圖的關係上不具有中介效果；但訊息處理傾向在廣告訴求方式與衝動性購買意圖的關係上則具有中介效果，且自我概念則是具有干擾效果。

關鍵字

自我概念 ； 廣告訴求方式 ； 訊息處理傾向 ； 衝動性購買意圖

並列摘要

According to related research and datum, impulsive buying is an important consumer behavior which we can not ignore and a focal point which marketing activities need to pay attention to. So it is very important to know how consumers can have higher impulsive buying intention in any situation and by what way consumers can exaggerate their impulsive buying intention. In this research, we want to understand how self-concept, advertising appeals and information processing tendency affect impulsive buying intention and stimulate impulsive buying intention effectively further.
The main objectives are as follows: First, to understand the consumer has what influence on their information processing way and the impulsive purchase intention under the different self-concept. Second, to understand the consumer has what influence on their information processing way and the impulsive purchase intention under the different advertising appeals. Third, to understand whether information processing tendency will have mediating effect on the relation between self-concept and impulsive buying intention or the relation between advertising appeals and impulsive buying intention.
The experiment of this research is designed as 2 ( Interdependent Self-concept and Independent Self-concept ) X 2 ( Rational Appeal and Emotional Appeal ), T– test, cross table, regression analysis, and two-way ANOVA to testify the proposed hypotheses. The valid samples are 249.
The research result appeals that information processing tendency dose not have mediating effect on the relation between the self-concept and impulsive buying intention but has mediating effect on the relation between the advertising appeals and impulsive buying intention and self-concept has moderate effect.

並列關鍵字

Self-concept ； Advertising Appeal ； Information Processing Tendency ； Impulsive Buying Intention

參考文獻

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