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系統識別號 U0026-0812200915093485
論文名稱(中文) 金融廣告訴求、產品涉入程度、啟發式決策對購買意圖的影響
論文名稱(英文) The Effects of Financial Advertising Appeals, Involvement, and Heuristics on Purchase Intention
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 陳亮孜
研究生(英文) Liang-Tzu Chen
學號 r4796105
學位類別 碩士
語文別 英文
論文頁數 109頁
口試委員 口試委員-林清河
口試委員-陳淑惠
指導教授-吳萬益
中文關鍵字 購買意圖  廣告訴求  涉入程度  啟發  情感反應  認知反應  廣告態度  品牌態度 
英文關鍵字 advertising appeal  heuristics  cognitive response  involvement  attitude toward the advertisement  purchase intention  brand attitude  emotional response 
學科別分類
中文摘要 廣告一向是企業用來建立企業形象並吸引消費者的重要工具,而在眾多的廣告研究中,廣告訴求是最常被用來探討並應用在實務界中的。然而,在種類繁雜的廣告訴求中,對於何種訴求最能達到廣告效果一直是學術界爭論的議題。事實上,只有在合適的產品搭配下,不同的廣告訴求才能發揮各自的效用。此外,在現今快速變動的環境之下,消費者的價值觀與偏好也迅速地在轉變,因此對於廣告訴求如何更恰當的應用在實務界的行銷活動上是一個有亟待探討的議題。
本研究選取了五十種銀行廣告並將之區分為理性訴求與感性訴求兩種主題作為標的,來研究不同的廣告訴求對於廣告態度與品牌態度的影響。除此之外,亦將消費者之激發反應納入考量,並將消費者涉入程度與啟發兩種決策風格作為廣告激起反應之干擾效果。研究結果發現,當廣告以情感訊息為主要訴求的情況下,消費者傾向先產生情感反應,認知反應在後。相對的,當廣告以理性訴求為主導時,消費者傾向先產生認知反應,而後為情感反應。然而,同時比較此兩種廣告訴求,情感訴求相對之下較具效果。而在決策風格的干擾作用中,亦發現消費者涉入程度在以理性訴求為主導的廣告中,能夠激發更多的認知反應;相對的,在以感性訴求為主導的廣告中,啟發式決策則能夠激發更多的情感反應,而此兩種干擾變數皆能繼而影響消費者對於廣告與品牌的態度。本研究之結果能夠提供實務界瞭解消費者對於廣告訴求的偏好,並進一步協助行銷者設計適合消費者之廣告訴求。
英文摘要 Advertising is one of the most common-used tools for enterprises to build up their image and attract consumers. In a great deal of advertising research, advertising appeal is prevailing to be investigated and applied. However, the effectiveness of various kinds of advertising appeals doest not reach an agreement. In fact, different advertising appeals are not appropriate for every kind of product, or rather effective with right product categories. Nevertheless, in the dynamic economic situation nowadays, consumers’ value and preference change quickly, therefore the deduction needs to be further examined in practical field.
This study proceeds to select 50 financial advertisements as the target group of advertising in order to investigate attitude toward the advertisement and brand attitude evoked by two kinds of advertising appeals (emotional-based advertisement and cognitive- based advertisement). In addition, the consequence of consumers’ response is concerned by taking the moderating effects of decision-making style into account. The findings indicate that when emotional messages are dominant in advertising appeals, consumers tend to process emotional responses first, followed by cognitive responses. However, when cognitive messages are dominant in advertising appeals, consumers tend to process cognitive responses first, followed by emotional responses. Comparing these two advertising appeals, emotional-based advertisement seems to be a better application than cognitive-based advertisement. Moreover, the decision-making style plays a crucial role in consumers’ response, proceeds to promote favorable attitudes toward the advertisement and brand. The practitioners in banking industry will get come useful information through this study and realize more about the strength and weakness of their advertisings.
論文目次 ABSTRACT II
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Contributions 4
1.3 Research Framework 5
1.4 Research Procedure 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Definition of Theory and Research Constructs 8
2.1.1 Advertising Appeal 8
2.1.2 Involvement 10
2.1.3 Heuristics 11
2.1.4 Emotional Response 13
2.1.5 Cognitive Response 14
2.1.6 Attitude toward the Advertisement, Brand Attitude, and Purchase Intention 15
2.2 Hypotheses Development 19
2.2.1 Responses toward Advertising Appeals 19
2.2.2 Advertising Appeal, Response, and Attitude Formation 20
2.2.3 Cognitive Response and Emotional Response 23
2.2.4 Attitude toward the Advertisement, Brand Attitude, and Purchase Intention. 24
2.2.5 The Moderating Role of Involvement and Heuristics 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 Research Model 28
3.2 Construct Measurement 30
3.2.1 Advertising Appeal 30
3.2.2 Involvement 31
3.2.3 Heuristics 32
3.2.4 Emotional Responses 33
3.2.5 Cognitive Responses 35
3.2.6 Attitude toward the Advertisement 36
3.2.7 Brand Attitude 37
3.2.8 Purchase Intention 37
3.3 Selections of Advertising Samples 38
3.4 Questionnaire Design 38
3.5 Sampling Plan 39
3.6 Data Analysis Procedure 40
3.6.1Descriptive Statistic Analysis 40
3.6.2 Purification and Reliability of the Measurement Variables 40
3.6.3Relationships among Research Variables 42
CHAPTER FOUR RESULTS AND DISCUSSIONS 43
4.1 Descriptive Analysis 43
4.1.1 Data Collection 43
4.1.2 Characteristics of Respondents 43
4.2 Measurement Results for Research Variables 45
4.3 Factor Analysis and Reliability Analysis 48
4.3.1 Advertising Appeal 48
4.3.2 Emotional Response 49
4.3.3 Cognitive Response 50
4.3.4 Involvement 51
4.3.5 Heuristics 52
4.3.6 Attitude toward the Advertisement 53
4.3.7 Brand Attitude 54
4.3.8 Purchase Intention 55
4.4 Confirmatory Factor Analysis: Construct Validity and Reliability 56
4.5 The Effects of Advertising Appeal, Emotional Response, Cognitive Response, Attitude toward the Advertisement, Brand Attitude, and Purchase Intention 59
4.5.1 The Effects of Advertising Appeal on Emotional Response and Cognitive Response 59
4.5.2 The Effects of Advertising Appeal, Emotional Response, and Cognitive Response on Attitude toward the Advertisement 61
4.5.3 The Effects of Emotional Response, Cognitive Response, and Attitude toward the Advertisement on Brand Attitude 65
4.5.4 The Effects of Brand Attitude on Purchase Intention 66
4.6 Causal Relationship between Emotional Response and Cognitive Response 67
4.7 The Moderating Effects of Heuristics and Involvement 70
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 74
5.1 Research Conclusions 74
5.2 Managerial Implications 77
5.3 Limitations and Future Research Direction 79
REFERENCE 81
APPENDIX  ADVERTISEMENTS FOR THIS RESEARCH 101
APPENDIX Ⅱ SURVEY QUESTIONNAIRE 106
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