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Title

廣告訊息、產品類型與先前品牌態度對廣告效果交互影響之研究

A Study of Interactive Effects of the Advertising Performance by Advertising Message,Previous Attitude of the Brand and Product Classification

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[[abstract]]本研究探討廣告訊息訴求、架構、產品類型與消費者先前品牌態度等四個變數對於廣告效果的直接及交互影響作用之研究。訊息訴求分為理性訴求與感性訴求,訊息架構分為單面訊息與兩面訊息,產品類型分為「高涉入-理性產品」、「高涉入-理性產品」、「高涉入-感性產品」、「低涉入-理性產品」與「低涉入-感性產品」四類,消費者先前品牌態度則分為先前正面品牌態度與先前負面品牌態度,前三者由研究者以2×2×4=16種實驗設計情境操弄,消費者先前品牌態度則由問卷設計測量而得。依變數廣告效果則以廣告態度、產品態度、及購買意願衡量之。 研究結果在直接效果方面,理性訊息訴求的廣告對消費者之廣告態度、產品態度及購買意願的影響會優於感性訊息訴求的廣告;單面訊息架構與兩面訊息架構的廣告在廣告態度、產品態度及購買意願的影響上均有顯著差異存在。在交互作用方面,在消費者「先前正面品牌態度」下,使用「單面訊息架構」的廣告有顯著較佳的廣告效果;而在消費者「先前負面品牌態度」下,使用「兩面訊息架構」的廣告,則僅有在廣告態度與產品態度上有顯著較佳的效果。「高涉入-理性產品」搭配兩面訊息架構並未有顯著較佳的廣告效果;「高涉入-感性產品」搭配兩面訊息架構,僅在廣告態度與產品態度上有顯著較佳的效果;至於「低涉入-理性產品」與「低涉入-感性產品」搭配單面訊息架構,此兩者在廣告態度、產品態度及購買意願上均有顯著較佳的廣告效果。此外,「高涉入-感性產品」搭配感性訴求與兩面訊息架構較單面訊息架構方式,有顯著較佳的廣告效果;「高涉入-理性產品」搭配理性訴求與兩面訊息架構,則僅在廣告態度與產品態度上有顯著較佳的效果。至於「低涉入-理性產品」搭配理性訴求與單面訊息架構,以及「低涉入-感性產品」搭配感性訴求與單面訊息架構,此兩者則在廣告態度、產品態度及購買意願上均有顯著較佳的效果。最後,則依上述本研究之實證結果提出廣告溝通之建議。

[[abstract]]This study examines the direct and interactive effects of advertising message appeals, message framings, product classification, and pre-attitude of the brand of consumers on advertising performance. Message appeals(rational and emotional appeal), product classification(high involvement-rational, high involvement- emotional, low involvement-rational, and low involvement-emotional product), message framings(one-sided and two-sided message), and pre-attitude of the brand of consumers(positive and negative pre-attitude of the brand of consumers) were manipulated in a 2x2x4x2 factorial experiment. Advertising performance was measured by advertising attitude, product attitude, and consumers’ purchase intention. Considering the direct effects, the result of this study indicates that rational appeals result in more advertising attitude, product attitude, and purchase intention than emotional ones. There are significantly different advertising performance between one-sided and two-sided messages. Regarding the interactive effects, this study finds that facing to consumers who have positive pre-attitude of the brand, we will gain better advertising performance by advertising with one-sided messages. And advertising with two-sided messages only have significantly better effect to consumers who have negative pre-attitude of the brand on advertising attitude and product attitude. However, when high involvement-rational product with two-sided messages doesn’t have significantly better effect on advertising performance. And high involvement-emotional product with two-sided messages only has significantly better effect on advertising attitude and product attitude. As to low involvement-rational and low involvement-emotional product with one-sided messages have significantly better effect on advertising attitude, product attitude and purchase intention. Besides, high involvement-emotional product with emotional appeals and two-sided messages has significantly better effect on advertising attitude, product attitude, and purchase intention. And high involvement-rational product with rational appeals and two-sided messages only has significantly better effect on advertising attitude and product attitude. As regards, low involvement-rational product with rational appeals and one-sided messages has significantly better effect on advertising performance, and low involvement-emotional product does, too. Finally, we makes some suggestions about advertising communication according to the empirical result of this study.

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