廣告訴求與產品涉入對廣告溝通效果之影響

The Effects of Advertising Appeals and Product Involvement on Advertising Communication

李正文(Cheng-Wen Lee) ； 牟立萱(Li-Hsuan Mou)

《先進工程學刊》 7卷4期 (2012/10) Pp. 203-212

https://doi.org/10.29948/JAE.201210.0009

摘要

本研究主要探討訊息傳遞策略效果，產品涉入程度、資訊搜尋行為和自我決策過程，是否會影響消費者評估購買意願。採取實驗法進行實證研究，實驗對象為台灣三所大專院校學生，有效樣本數466份。實證結果發現，產品涉入對廣告效果有顯著影響，且低涉入產品的廣告認知、品牌態度及購買意願顯著高於高涉入產品；廣告訴求對廣告效果也具顯著影響；產品涉入與廣告訴求對消費者的廣告認知有顯著差異，低產品涉入－感性廣告訴求對品牌態度的影響最顯著，而低產品涉入－感性廣告訴求對購買意願的影響最顯著。最後，消費者生活型態之干擾變數在廣告訴求及產品涉入對於廣告溝通效果時均具有顯著影響。

關鍵字

廣告訴求 ； 產品涉入 ； 消費者生活型態

並列摘要

This research focuses on the effect of message-delivery strategies while considering the consumers' information-seeking behavior, product involvement, and decision-making processes to make sure if the customer purchase intention is biased. This research adopts the experiment methodology using factorial experimental design with 466 samples gathered from three universities in Taiwan. The research findings are as follows: A significant correlation occurs between appeals of advertising and its effect. Also, there is a strong relationship between product involvement and advertising effect. In addition, low product involvement-emotional advertising appeals influences purchase intention the most. On the other hand, there is a great difference between product involvement and advertising appeals to brand cognition from customers. Consequently, the effects of dvertising appeals and product involvement on advertising communication are all significantly influenced by the moderating variable of sumer life style.

並列關鍵字

advertising appeals ； product involvement ； consumer life style