- 期刊
消費者對廣告意象偏好之研究－以米食廣告為例
Consumer Preferences Affected by Advertising Imagery: A Case Study of Rice Advertisements
摘要
依據農委會農業統計年報資料，國人食米消費量是逐年的遞減。為提振國人對米食的消費，農委會在2011年製作一系列「你呷飯沒？還在為了減肥不吃飯嗎？」的米食推廣廣告。此係廣告所傳遞之廣告意象，對消費者的米食偏好影響為何？本研究擬探討消費者對米食廣告意象之偏好，以瞭解米食偏好屬性內涵，及消費者較為重視的屬性，期能供未來農政單位推展米食廣告之參酌。分析消費者對廣告意象偏好的屬性，主要包括「廣告訊息內容」、「訊息訴求方式」、「廣告文字的呈現」及「廣告表現手法」等四個屬性。經由有效問卷387份，將消費者之自顯性偏好做集群分析，計分為「故事氣氛群」、「創意料理群」、「生活享受群」等三個集群，再利用聯合分析之混合模式，估算出各集群之屬性水準成份效用值，並節選各屬性內成分效用值最高之水準，可作為該集群內之最佳的廣告意象組合。研究結果顯示，對於米食的廣告意象，「廣告表現手法」屬性之「故事型」、「生活型態型」、「創意料理型」最能引起消費者注意，但「廣告表現手法」屬性之「幽默型」水準及「廣告訊息內容」之「反面訊息」水準的傳達，兩者之成分效用值均為負數，在米食廣告意象表現上，是不能引起消費者共鳴。
並列摘要
Based on the Yearly Report of Taiwan's Agriculture, published by Executive Yuan Council of Agriculture, Taiwan's rice consumption is decreasing year by year. In order to promote rice consumption in Taiwan, the COA hired a young film director to prepare a series of advertisements with slogans such as, ＂Did you have rice?＂ or ＂Did you try to lose weight by skipping rice at meals?＂ This study examines how those advertisements influenced consumer preference for rice. This was to obtain important levels and attributes that can increase rice consumption, as well as providing suggestion to the agricultural sector for rice advertisements. This study analyzed the attributes of consumer preference for advertising imagery by the decomposition method of conjoint analysis. The four attributes were: advertising message content, message appeals, advertising text rendering and advertising performance practices. Through 387 valid questionnaires, the first step was cluster analysis by a self-explicated model, for which all consumers were divided into the three clusters of ＂story to create atmosphere,＂ ＂creative cuisine,＂ and ＂enjoyment of life.＂ Then the utility part-worth value of each segment was estimated by a hybrid model. The list of the best advertising imagery combination for each cluster was revealed by choosing the highest utility part-worth value. The results showed that the advertising performance practices including narrative, slice of life and testimonial can attract the most attention. However, the part-worth value is negative for negative advertising content and humor advertising performance practices. Therefore, the rice advertising imagery should avoid using these two approaches in their advertising campaigns.