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題名 線上廣告訴求與認知需求對消費者購買決策的影響
Effects of Online Advertising Appeal and Cognitive Need on Consumer’s Purchase Decision作者 張杰 貢獻者 梁定澎<br>周彥君
張杰關鍵詞 訊息訴求
認知需求
推敲可能性
中央路徑
邊陲路徑
Advertising appeal
Cognitive need
Elaboration likelihood model
Central route
Peripheral route日期 2017 上傳時間 28-Aug-2017 11:25:38 (UTC+8) 摘要 現今社群媒體已經是人們生活的一大部分，而網路提供了更容易與消費者接觸的平台給廠商呈現其廣告訴求，廣告訴求是一種策略，利用其所呈現的訴求說服消費者作出購買決策，或是改變消費者對於品牌的態度。本研究探討廣告內容的訊息訴求對於消費者購買決策的影響，並利用推敲可能性模型分析消費者的決策路徑。因為先前針對推敲可能性模型的決策路徑主要都是以推論為主，本研究設計了一個測量中央及邊陲路徑的問卷，藉此了解受測者實際感受到的決策路徑。而整體的問卷透過一個網路實驗收集資料，結果發現廣告訴求對思考路徑有顯著的關係，理性的廣告訴求會使消費者傾向於使用中央路徑；感性的廣告訴求則會使消費者傾向於使用邊陲路徑，而認知需求會對這個關係有交互作用的影響。同時也發現思考路徑對於購買意願會有顯著影響，不同的產品類型會對於這個關係有交互作用的影響。
Social media and the Internet are inseparable elements of modern human life. Online advertising becomes a popular method for vendors to access their consumers. Advertising appeals are important in attracting consumers’ attention of products and services. In this study, we investigate the effect of online advertising appeals on consumer’s purchase decision using the Elaboration Likelihood Model (ELM) that proposes a central-peripheral dual-route persuasion mechanism. We designed an instrument to measure the perceived route in decision processes and applied it in an online experiment to examine how different appeals affect the central and peripheral routes in consumers’ decision processes. The results indicate that advertising appeals have significant effect on decision routes. Cognitive needs are found to have interaction effects. Decision through different routes also have significant effect on consumers’ decision, while product types have moderation effects.參考文獻 王凱、王存國、范錚強。（2006）。線上環境中廣告情境呈現與執行手法對廣告效果的影響: 廣告變化, 訊息訴求與導引效果。資訊管理學報，13(3)，1-28。江義平、蔡坤宏、黃耀德（2015）。網路口碑行銷效果探究-以經驗品為例。中原企管評論，13(2)，33-64。吳昌南。（2006）。旅行社產品的雙重屬性及最優先廣告策略。旅遊科學，20(5)， 36-39。林鴻銘、吳毓君（2010）。所有權對廣告勸服的影響。行銷評論，7 (2)：139-159。周芳宜、張郁敏（2008）。 以產品類型看市場行家的線上資訊搜尋動機與行為。未出版之碩士論文，國立交通大學，傳播研究所，新竹。祝鳳岡(1995)。廣告感性訴求策略之策略分析。廣告學研究，5，85-112。祝鳳岡(1996)。廣告理性訴求策略之策略分析。廣告學研究, 8，1-26。唐日新，葉耀仁（2011）。應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例。中山管理評論。19(3)，517-555。高泉豐（1994）。認知需求的概念與測量。中華心理學刊36卷1期，1-20。翁景民（1996）。公益廣告效果態度中介模式之研究。台大管理論叢2卷7期，127-145。許凱榮、張保隆（1999）。消費者之涉入程度、認知需求對購買決策之影響-以行動電話系統門號為例。未出版之碩士論文，國立交通大學，經營管理研究所，台北。蔣傳海。（2003）。廣告訊息不對稱與消費者行為選擇。外國經濟與管理，25(7)，39-43。Areni, C. S., & Lutz, R. J. (1988). The role of argument quality in the elaboration likelihood model. NA-Advances in Consumer Research Volume 15.Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(2), 203-214.Bartlett, M. S. (1951). An inverse matrix adjustment arising in discriminant analysis. The Annals of Mathematical Statistics, 22(1), 107-111.Belch G. E. & Belch M. A. (2004), Advertising and Promotion, New York: McGraw-Hill Companies Inc.Bettman, J. R. and Park, C. W., “Effects of Prior Knowledge, Exposure, and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis”, Journal of Consumer Research, (7), December 1980, pp.234-248.Bhutada, N. S., Rollins, B. L., & Perri III, M. (2016). Impact of animated spokes-characters in print direct-to-consumer prescription drug advertising: An Elaboration Likelihood Model Approach. Health communication, 1-10.Cacioppo, J. T. and R. E. Petty (1982), The Need For Cognition, Journal of Personality and Social Psychology, 42, pp.116-131.Cacioppo, J. T. and R. E. Petty, C. F. Kao and R. Rodriguez (1986a), Central and Peripheral Routes to Persuasion: An Individual Difference Perspective, Journal of Personality and Social Psychology, 51, pp.1032-1043.Cacioppo, J. T. and R. E. Petty, C. F. Kao and R. Rodriguez (1986b), The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer New York.Carat Media. (2016). Carat Ad Spend Report. Retrieved from http://www.dentsuaegisnetwork.com/m/en-UK/Carat%20Ad%20Spend%20Sept%202016/Carat%20Ad%20Spend%20Sept%202016%20FINAL.pdfChan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.Cohen, A. R., Stotland, E., & Wolfe, D. M. (1955). An experimental investigation of need for cognition. The Journal of Abnormal and Social Psychology, 51(2), pp.291-294.Copeland, M. T. (1923) The Relation of Consumer’s Buying Habits to Marketing Methods, Harvard Business Review, 1, 282-289.Dimoka, A. (2010). What does the brain tell us about trust and distrust? Evidence from a functional neuroimaging study. Mis Quarterly, 373-396.Festinger, L. (1950). Informal social communication. Psychological Review, 57, 271-282.Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). New York: MacmillanHo, S. Y., & Bodoff, D. (2014). The effects of Web personalization on user attitude and behavior: An integration of the elaboration likelihood model and consumer search theory. MIS quarterly, 38(2), 497-520.Holbrook, M. B. and Howard, J. A. (1977) Frequently Purchased Nondurable Goods & Services, In Selected Aspects of Consumer Behavior, Washington, DC: National Science Foundation, pp. 189-222.Holbrook, M. B.(1980), “Some Preliminary Notes on Research in Consumer Esthetics,” Advances in Consumer Research, Vol. 7, No. 1, pp. 104-108.Huffman, Cynthia, and Barbara E. Kahn (1998), “Variety for Sale: Mass Customization or Mass Confusion?” Journal of Retailing, 74 (4), 491–513.Jain, S. P. & Posavac, S. (2001). Prepurchase attribute verifiability, source credibility, and persuasion. Journal of Consumer Psychology, 11(3) 169–180.Kaiser, H. F. (1970). A second generation little jiffy. Psychometrika, 35(4), 401-415.Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of business research, 41, 196-203.Kim, D., & Benbasat, I. (2003) Trust-related arguments in internet stores: a framework for evaluation. Journal of Electronic Commerce Research, 4(2), 49-63.Leone, C., & Dalton, C. H. (1988). Some effects of the need for cognition on course grades. Perceptual and Motor Skills, 67(1), 175-178.Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(20), 311-329.Nelson, P. (1974). Advertising as information. Journal of political economy, 81(4), 729-754.Nelson, P. (1980). Comments on "The Economics of Consumer Information Acquisition". Journal of business, 53(3), 163-165.Pallak, S. R., Murroni, E., & Koch, J. (1983). Communicator attractiveness and expertise, emotional versus rational appeals, and persuasion: A heuristic versus systematic processing interpretation. Social Cognition, 2(2), 122-141.Park, D. H., & Lee, J. (2009). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67.Schuhwerk, M. E., & Lefkoff-Hagius, R. (1995). Green or non-green? Does type of appeal matter when advertising a green product?. Journal of advertising, 24(2), 45-54.Singh, S. N., & Dalal, N. P. (1999). Web home pages as advertisements. Communications of the ACM, 42(8), 91-98.Stanovich, K. E. (1999). Who is rational?: Studies of individual differences in reasoning. Psychology Press.Stigler, George. (1961). The Economics of Information. Journal of political economy, 69(3), 213-225.Stigler, George. (1962). Information in the Labor Market. Journal of political economy, 70(3), 94-105.Strahilevitz, M. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215-241.Tractinsky, N., & Lowengart, O. (2007). Web-store aesthetics in e-retailing: A conceptual framework and some theoretical implications. Academy of Marketing Science Review, 1.Verplanken, B. (1993). Need for cognition and external information search: Responses to time pressures during decision-making. Journal of Research in Personality, 27, 238-252.Weathers, D., Sharma, S. & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393-394.Wortzel, L. (1979). Multivariate analysis. N. J., Prentice Hall.Yang, S. C., Hung, W. C., Sung, K., & Farn, C. K. (2006). Investigating initial trust toward e‐tailers from the elaboration likelihood model perspective. Psychology & Marketing, 23(5), 429-445. 描述 碩士
國立政治大學
資訊管理學系
104356014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104356014 資料類型 thesis dc.contributor.advisor 梁定澎<br>周彥君 zh_TW dc.contributor.author (Authors) 張杰 zh_TW dc.creator (作者) 張杰 zh_TW dc.date (日期) 2017 en_US dc.date.accessioned 28-Aug-2017 11:25:38 (UTC+8) - dc.date.available 28-Aug-2017 11:25:38 (UTC+8) - dc.date.issued (上傳時間) 28-Aug-2017 11:25:38 (UTC+8) - dc.identifier (Other Identifiers) G0104356014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112155 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 104356014 zh_TW dc.description.abstract (摘要) 現今社群媒體已經是人們生活的一大部分，而網路提供了更容易與消費者接觸的平台給廠商呈現其廣告訴求，廣告訴求是一種策略，利用其所呈現的訴求說服消費者作出購買決策，或是改變消費者對於品牌的態度。本研究探討廣告內容的訊息訴求對於消費者購買決策的影響，並利用推敲可能性模型分析消費者的決策路徑。因為先前針對推敲可能性模型的決策路徑主要都是以推論為主，本研究設計了一個測量中央及邊陲路徑的問卷，藉此了解受測者實際感受到的決策路徑。而整體的問卷透過一個網路實驗收集資料，結果發現廣告訴求對思考路徑有顯著的關係，理性的廣告訴求會使消費者傾向於使用中央路徑；感性的廣告訴求則會使消費者傾向於使用邊陲路徑，而認知需求會對這個關係有交互作用的影響。同時也發現思考路徑對於購買意願會有顯著影響，不同的產品類型會對於這個關係有交互作用的影響。 zh_TW dc.description.abstract (摘要) Social media and the Internet are inseparable elements of modern human life. Online advertising becomes a popular method for vendors to access their consumers. Advertising appeals are important in attracting consumers’ attention of products and services. In this study, we investigate the effect of online advertising appeals on consumer’s purchase decision using the Elaboration Likelihood Model (ELM) that proposes a central-peripheral dual-route persuasion mechanism. We designed an instrument to measure the perceived route in decision processes and applied it in an online experiment to examine how different appeals affect the central and peripheral routes in consumers’ decision processes. The results indicate that advertising appeals have significant effect on decision routes. Cognitive needs are found to have interaction effects. Decision through different routes also have significant effect on consumers’ decision, while product types have moderation effects. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 2第三節 研究流程 3第二章 文獻探討 4第一節 訊息訴求 4第二節 推敲可能性模型 5第三節 認知需求 9第四節 產品分類 10第三章 研究架構與方法 17第一節 研究架構與流程 17第二節 研究假說 18第三節 變數操作 21第四節 決策模式的量表發展 23第五節 實驗設計 26第四章 研究分析結果 31第一節 敘述性統計分析 31第二節 統計模型分析與假說驗證 40第五章 結論 48第一節 研究結果 48第二節 研究貢獻 50第三節 研究限制 51第四節 未來規劃與研究方向 52參考資料 54附錄一 認知需求量表 59附錄二 正式問卷 61 zh_TW dc.format.extent 1489053 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104356014 en_US dc.subject (關鍵詞) 訊息訴求 zh_TW dc.subject (關鍵詞) 認知需求 zh_TW dc.subject (關鍵詞) 推敲可能性 zh_TW dc.subject (關鍵詞) 中央路徑 zh_TW dc.subject (關鍵詞) 邊陲路徑 zh_TW dc.subject (關鍵詞) Advertising appeal en_US dc.subject (關鍵詞) Cognitive need en_US dc.subject (關鍵詞) Elaboration likelihood model en_US dc.subject (關鍵詞) Central route en_US dc.subject (關鍵詞) Peripheral route en_US dc.title (題名) 線上廣告訴求與認知需求對消費者購買決策的影響 zh_TW dc.title (題名) Effects of Online Advertising Appeal and Cognitive Need on Consumer’s Purchase Decision en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王凱、王存國、范錚強。（2006）。線上環境中廣告情境呈現與執行手法對廣告效果的影響: 廣告變化, 訊息訴求與導引效果。資訊管理學報，13(3)，1-28。江義平、蔡坤宏、黃耀德（2015）。網路口碑行銷效果探究-以經驗品為例。中原企管評論，13(2)，33-64。吳昌南。（2006）。旅行社產品的雙重屬性及最優先廣告策略。旅遊科學，20(5)， 36-39。林鴻銘、吳毓君（2010）。所有權對廣告勸服的影響。行銷評論，7 (2)：139-159。周芳宜、張郁敏（2008）。 以產品類型看市場行家的線上資訊搜尋動機與行為。未出版之碩士論文，國立交通大學，傳播研究所，新竹。祝鳳岡(1995)。廣告感性訴求策略之策略分析。廣告學研究，5，85-112。祝鳳岡(1996)。廣告理性訴求策略之策略分析。廣告學研究, 8，1-26。唐日新，葉耀仁（2011）。應用推敲可能性模型探討部落格行銷效果：以旅遊部落格為例。中山管理評論。19(3)，517-555。高泉豐（1994）。認知需求的概念與測量。中華心理學刊36卷1期，1-20。翁景民（1996）。公益廣告效果態度中介模式之研究。台大管理論叢2卷7期，127-145。許凱榮、張保隆（1999）。消費者之涉入程度、認知需求對購買決策之影響-以行動電話系統門號為例。未出版之碩士論文，國立交通大學，經營管理研究所，台北。蔣傳海。（2003）。廣告訊息不對稱與消費者行為選擇。外國經濟與管理，25(7)，39-43。Areni, C. S., & Lutz, R. J. (1988). The role of argument quality in the elaboration likelihood model. NA-Advances in Consumer Research Volume 15.Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(2), 203-214.Bartlett, M. S. (1951). An inverse matrix adjustment arising in discriminant analysis. The Annals of Mathematical Statistics, 22(1), 107-111.Belch G. E. & Belch M. A. (2004), Advertising and Promotion, New York: McGraw-Hill Companies Inc.Bettman, J. R. and Park, C. W., “Effects of Prior Knowledge, Exposure, and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis”, Journal of Consumer Research, (7), December 1980, pp.234-248.Bhutada, N. S., Rollins, B. L., & Perri III, M. (2016). Impact of animated spokes-characters in print direct-to-consumer prescription drug advertising: An Elaboration Likelihood Model Approach. Health communication, 1-10.Cacioppo, J. T. and R. E. Petty (1982), The Need For Cognition, Journal of Personality and Social Psychology, 42, pp.116-131.Cacioppo, J. T. and R. E. Petty, C. F. Kao and R. Rodriguez (1986a), Central and Peripheral Routes to Persuasion: An Individual Difference Perspective, Journal of Personality and Social Psychology, 51, pp.1032-1043.Cacioppo, J. T. and R. E. Petty, C. F. Kao and R. Rodriguez (1986b), The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer New York.Carat Media. (2016). Carat Ad Spend Report. Retrieved from http://www.dentsuaegisnetwork.com/m/en-UK/Carat%20Ad%20Spend%20Sept%202016/Carat%20Ad%20Spend%20Sept%202016%20FINAL.pdfChan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.Cohen, A. R., Stotland, E., & Wolfe, D. M. (1955). An experimental investigation of need for cognition. The Journal of Abnormal and Social Psychology, 51(2), pp.291-294.Copeland, M. T. (1923) The Relation of Consumer’s Buying Habits to Marketing Methods, Harvard Business Review, 1, 282-289.Dimoka, A. (2010). What does the brain tell us about trust and distrust? Evidence from a functional neuroimaging study. Mis Quarterly, 373-396.Festinger, L. (1950). Informal social communication. Psychological Review, 57, 271-282.Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). New York: MacmillanHo, S. Y., & Bodoff, D. (2014). The effects of Web personalization on user attitude and behavior: An integration of the elaboration likelihood model and consumer search theory. MIS quarterly, 38(2), 497-520.Holbrook, M. B. and Howard, J. A. (1977) Frequently Purchased Nondurable Goods & Services, In Selected Aspects of Consumer Behavior, Washington, DC: National Science Foundation, pp. 189-222.Holbrook, M. B.(1980), “Some Preliminary Notes on Research in Consumer Esthetics,” Advances in Consumer Research, Vol. 7, No. 1, pp. 104-108.Huffman, Cynthia, and Barbara E. Kahn (1998), “Variety for Sale: Mass Customization or Mass Confusion?” Journal of Retailing, 74 (4), 491–513.Jain, S. P. & Posavac, S. (2001). Prepurchase attribute verifiability, source credibility, and persuasion. Journal of Consumer Psychology, 11(3) 169–180.Kaiser, H. F. (1970). A second generation little jiffy. Psychometrika, 35(4), 401-415.Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of business research, 41, 196-203.Kim, D., & Benbasat, I. (2003) Trust-related arguments in internet stores: a framework for evaluation. Journal of Electronic Commerce Research, 4(2), 49-63.Leone, C., & Dalton, C. H. (1988). Some effects of the need for cognition on course grades. Perceptual and Motor Skills, 67(1), 175-178.Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(20), 311-329.Nelson, P. (1974). Advertising as information. Journal of political economy, 81(4), 729-754.Nelson, P. (1980). Comments on "The Economics of Consumer Information Acquisition". Journal of business, 53(3), 163-165.Pallak, S. R., Murroni, E., & Koch, J. (1983). Communicator attractiveness and expertise, emotional versus rational appeals, and persuasion: A heuristic versus systematic processing interpretation. Social Cognition, 2(2), 122-141.Park, D. H., & Lee, J. (2009). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67.Schuhwerk, M. E., & Lefkoff-Hagius, R. (1995). Green or non-green? Does type of appeal matter when advertising a green product?. Journal of advertising, 24(2), 45-54.Singh, S. N., & Dalal, N. P. (1999). Web home pages as advertisements. Communications of the ACM, 42(8), 91-98.Stanovich, K. E. (1999). Who is rational?: Studies of individual differences in reasoning. Psychology Press.Stigler, George. (1961). The Economics of Information. Journal of political economy, 69(3), 213-225.Stigler, George. (1962). Information in the Labor Market. Journal of political economy, 70(3), 94-105.Strahilevitz, M. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215-241.Tractinsky, N., & Lowengart, O. (2007). Web-store aesthetics in e-retailing: A conceptual framework and some theoretical implications. Academy of Marketing Science Review, 1.Verplanken, B. (1993). Need for cognition and external information search: Responses to time pressures during decision-making. Journal of Research in Personality, 27, 238-252.Weathers, D., Sharma, S. & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393-394.Wortzel, L. (1979). Multivariate analysis. N. J., Prentice Hall.Yang, S. C., Hung, W. C., Sung, K., & Farn, C. K. (2006). Investigating initial trust toward e‐tailers from the elaboration likelihood model perspective. Psychology & Marketing, 23(5), 429-445. zh_TW
