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研究生:陳柏憲
研究生(外文):Bo-Shian Chen
論文名稱:搜尋品與經驗品廣告訊息傳遞:理性與感性訴求之應用
論文名稱(外文):The Application of Advertising Messages in Search and Experience Products Based on Rational and Emotional Appeals
指導教授:鄭菲菲鄭菲菲引用關係
指導教授(外文):Fei-Fei Cheng
口試委員:白凣芸陳佳楨
口試日期:2015-07-20
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:53
中文關鍵詞:廣告訴求廣告效果廣告態度產品涉入產品類別知覺品質購買意願
外文關鍵詞:Advertising appealsAdvertising effectAdvertising attitudeProduct InvolvementProduct categoryPerceived qualityPurchase intention
相關次數:
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隨著網際網路發展日益成熟,有越來越多的網路廣告出現在各類平台及電子產品上,商家也投注了更多的心力,在使廣告訊息的描繪上更加吸引消費者的目光。然而,各類產品及服務上在產品的分類上不會僅只一種,若搭配上不同的廣告訴求,廣告效果在廣告中的成現更會傳遞出不一樣的知覺品質、情感給消費者,進而影響了消費者之廣告態度及購買意願。因此,此研究提出商家在設計不同產品類別之網路廣告時,使用之廣告訴求應將理性與感性訴求納入考量。為達到此目的,本研究採用了兩種廣告訴求(理性卅感性)╳兩種產品類別(搜尋品卅經驗品)╳兩種產品涉入程度(高涉入卅低涉入)之實驗設計來進行探討。
本實驗設計了8個情境,共321位自願的受測者參與實驗。研究結果顯示不同產品類別的產品在廣告使用不同之廣告訴求,同時搭配高卅低產品涉入程度時,於廣告態度及購買意願上有顯著不同的反應。進而從一項結果得知高涉入的受測者在廣告的知覺品質、廣告態度及購買意願上,比起低涉入受測者都顯著有較高的分數。從目前之研究結果中,可以提供在電子商務背景下廣告訴求相關理論的貢獻,以及設計在不同產品類別上的實務貢獻可作為網路廣告商在選擇合適的廣告訴求設計之參考依據。

With the proliferation of Internet, the Internet advertisements were utilized by a variety of companies to promote their products/services. Companies pay more and more efforts on online advertising to attract more customers reading and clicking their advertisements. However, the product classification will not be applied only on one single category. If we combine different advertising appeals into the banner, advertising effect will deliver more different perceived qualities and feelings to the customers, and even influence the consumers’ advertising attitude and purchase intention. Hence, this study proposed that when the different category of online advertisements are designed, they should consider more about the advertising appeal (i.e., rational and emotional). To achieve this objective, a 2 (advertising appeal: rational/emotional) × 2 (product category: search/experience) × 2 (product involvement: high/low) factorial design experiment was conducted.
There are 8 experimental conditions and total 321 subjects voluntarily participated this experiment. The experimental results suggested that different types of product category using in different advertising appeals with different product involvements, there are significant difference on advertising attitude and purchase intention to the customers. In addition, we found that high involvement subjects have the better perceived quality, advertising attitude and purchase intention than the low ones. Results from current study can provide theoretical contribution to advertising appeal literature in e-commerce context, as well as practical contribution to online advertising companies regarding the choice of appropriate advertising appeal design.

摘 要 i
ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF FIGURES v
LIST OF TABLES vi
I. INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation and Purpose 2
II. Literature Review 4
2.1 Advertise Appeals 4
2.2 Advertise Effects 5
2.2.1 Perceived Quality 5
2.2.2 Advertisement Attitude 6
2.2.3 Purchase Intention 6
2.3 Advertise Appeals and Advertise Effects 7
2.4 Product Category 8
2.5 Advertise Appeals, Product Category and Advertise Effects 9
2.6 Involvement 10
2.7 Advertise Appeals, Involvement and Advertise Effects 11
2.8 Advertise Appeals, Product Category, Involvement and Advertise Effects 11
III. METHODOLOGY 13
3.1 Research Framework 13
3.2 Research Design 14
3.2.1 Procedure of Collecting Experimental Products from Websites 14
3.2.2 Pretest for Selecting SE-products 15
3.2.3 Experimental Scenario 17
3.3 Measurement 19
3.4 Experimental Procedure and Participants 21
IV. RESULTS 22
4.1 Demographic Data 22
4.2 Reliability and Validity Analysis 24
4.3 ANOVA Analysis and Hypotheses Testing 26
4.3.1 The Interaction effect between Different Product Categories and Advertising Appeals 27
4.3.2 The Interaction effect between Different Product Categories and Advertising Appeals with Different Product Involvements 28
4.3.3 Hypotheses Testing Results 28
V. DISCUSSIONS AND CONCLUSIONS 31
5.1 Discussion of Research Findings 31
5.2 Research Contributions 32
5.3 Research Limitation and Future Research Direction 33
REFERENCES 35
APPENDIX 44
Appendix I: Pre-test Questionnaire 44
Appendix II: Scenarios 47
Appendix III: Formal Questionnaire 51

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