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題名 廣告標語對產品態度與購買意願影響之研究-以產品涉入程度為調節變數
The Influence of Advertising Slogans on Attitude Toward Product and Purchase Intention - Using Product Involvement as Moderator
作者 潘皓天
貢獻者 黃國峯
潘皓天
關鍵詞 廣告標語
產品涉入度
產品態度
購買意願
advertising slogans
product involvement
attitude toward product
purchase intention
日期 2015
上傳時間 3-Aug-2015 13:13:25 (UTC+8)
摘要 2015年的今日是一個充斥著各種媒體的社會，我們每天都會接觸到形形色色的廣告標語。根據前人之研究，廣告標語是一項普遍且相當有效的行銷技術。企業打廣告的最終目的無非是提高銷售量，而之前的研究探討廣告標語對購買意願影響者較少，也較少針對廣告標語進行分類後來探討其效果。故本研究使用理性與感性兩大類、共16種不同策略訴求之廣告
標語作為探討主題，以問卷調查方式來研究其對產品態度及購買意願二種廣告效果之影響，並以產品涉入程度(高/低)作為調節變數。

本研究使用「汽車」作為高涉入產品，「罐裝咖啡」作為低涉入產品來進行平面廣告的實驗，實驗對象為政治大學的大學生、研究生，以及PTT論壇上e-Shopping版的版友，共回收1,002份有效問卷，根據本研究之分析結果，可以得到以下發現：

一、 使用廣告標語的廣告文案可以增加消費者的購買意願。
二、 廣告標語的理性程度越高，消費者會形成更佳的產品態度及購買意願。
三、 產品態度與購買意願兩變數間存在顯著正向關係。
四、 產品態度在廣告標語理性程度與購買意願間具有部分中介效果。
五、 產品涉入程度在廣告標語理性程度與產品態度及購買意願間不具調節效果。
六、 在高涉入產品中，使用「類別訴求標語」、「理念形象訴求標語」、「功效訴求標語」能使消費者有較佳的產品態度及購買意願。
七、 在低涉入產品中，使用「理念形象訴求標語」、「類別訴求標語」能使消費者有較佳的產品態度及購買意願。

根據本研究之結果，廣告標語在行銷上擔任了非常重要的地位，且廣告標語越為理性消費者的反應也越好。因此建議行銷或廣告從業人員在設計廣告標語時，可以先往理性這個大方向著手，再搭配適當訴求策略的廣告標語，以達到最佳的廣告效果。
It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention.
This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include:

1. Using advertising slogans in an advertising copy can increase purchase intention.
2. Rational advertising slogans led to better attitude toward product and purchase intention.
3. There is a positive relation between attitude toward product and purchase intention.
4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention.
5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention).
6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention.
7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention.

According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.
參考文獻 一、 中文部分
1. 王石番，1991，傳播內容分析法，台北：幼獅出版社
2. 王莉雯，2009，廣告標語、廣告效果及購買意願對企業績效之影響，私立義守大學
資訊管理學系碩士論文
3. 丘新華，2001，廣告訴求及產品類型對廣告效果影響之研究，私立義守大學管理科學研究所碩士論文
4. 石家彥，2014，行動廣告互動性與廣告效果之研究，國立中央大學企業管理研究所碩士論文
5. 呂學宜，2012，擴增實境對國中生產品涉入與產品態度影響之研究，國立臺灣師範大學科技應用與人力資源發展學系碩士論文
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7. 李曉源，2006，廣告標語對消費者的品牌印象與購買意願之影響，私立輔仁大學應用統計研究所碩士論文
8. 林君珍，2004，產品置入之效果研究--以觀光景點置入於台灣偶像劇為例，私立銘傳大學觀光研究所碩士論文
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12. 吳明隆，2009，SPSS操作與應用-問卷統計分析實務，第二版，五南出版社
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14. 祝鳳岡，1996，「廣告理性策略」之策略分析，廣告學研究，第八集，頁1-26
15. 姜君怡，2004，廣告標語與廣告訴求對廣告效果之研究，國立台灣大學商學研究所碩士論文
16. 張慧美，2005，反覆形式之廣告標語研究，«彰化師大國文學誌»，第十一期，頁513-526
17. 張佩芸，2013，產品置入態度對品牌態度與購買意願之影響-以產品涉入度與產品類別為干擾變數，國立中山大學企業管理學系碩士論文
18. 陳筠昀&李迪龍，2011，廣告效果與廣告標語對購買意願之影響，私立義守大學資訊管理學系碩士論文
19. 陳百沂，2014，不同產品涉入度之產品設計加值效果研究，實踐大學工業產品設計學系碩士論文
20. 許士軍，1987，管理學，臺北市：東華書局
21. 商懿勻，2008，來源國形象、廣告訴求方式及產品態度對購買意圖之影響-產品涉入的干擾效果，私立真理大學管理科學研究所碩士論文
22. 黃深勳、鄭自隆等，1998，廣告學，台北：國立空中大學
23. 游朝富，2007，個人化電子DM的產品推薦效果-以親密感為中介變項，國立中山大學資訊管理學系碩士論文
24. 楊中方，1994，「廣告的心理原理」，二版一刷，台北：遠流出版社
25. 榮泰生，1999，消費者行為，五南出版社
26. 蔡佩珊，2004，網路廣告效果評估方式之探討，國立政治大學廣播電視研究所碩士論文
27. 蔡進興，2012，綠色消費行為、產品態度及購買意願關係之研究-以HOMEWORKING元艇公司為例，私立東海大學企業管理學系碩士論文
28. 蔡佳吟，2013，消費者對服飾品牌來源國、製造國的知覺品質與購買意願之研究，國立成功大學企業管理研究所碩士論文
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二、 英文部分
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2. Ajzen, I. and Fishbein, M. (1981). Acceptance Yielding and Impact in Cognitive Processes, Richard, E.P., T.M. Ostrom and T.C. Brock, eds..
3. Bloch, P.H. and Richins, M.L. (1986). After the New Wears off: The Temporal Context of Product Involvement. Journal of Consumer Research, Vol. 13, No. 2 (September 1986), pp. 280-285.
4. Baron, R.M. and Kenny, D.A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, strategic, and statistics Considerrations. Journal of Personality and Social Psychology, Vol.51, No.6, pp.1173-1182.
5. Boush, D.M. (1993). How Advertising Slogans can Prime Evaluations of Brand Extensions, Psychology & Marketing, Vol.10, No.1, pp.67-78.
6. Burton, P.W. (1999) , “Advertising Copywriting” 7TH edition. Lincolnwood, Illinois: NTC Business Books.
7. Copeland, M.T. (1923), “Relation of Consumers Buying Habits to Marketing Methods”, Harvard Business Review, Vol. 1, April, pp.282-289.
8. Dodds, W.B., Monroe, K.B. and Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations, Journal of Marketing Research, Vol. 28 (August 1991), pp.307-319.
9. Dowling, G.R. and Kabanoff, B. (1996). Computer-Aided Content Analysis: What Do 240 Advertising Slogans Have in Common?, Marketing Letters 7:1(1996), pp.63-75
10. Dimofte, C.V. and Yalch, R.F. (2007). Consumer Response to Polysemous Brand Slogans, Journal of Consumer Research, Vol. 33, No. 4 (March 2007), pp. 515-522.
11. Dass, M., Kohli, C., Kumar, P and Thomas, S. (2014). A Study of the Antecedents of Slogan Linking, Journal of Consumer Research, Vol. 67, No. 12 (December 2014), pp. 2504-2511.
12. Ennis, R. and Zanna, M.P. (1993). Attitudes, advertising and automobiles: A Functional Approach, Advances in Consumer Research, Vol.20, No.1, pp.662-666.
13. Gardner, M.P. (1985). Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?, Journal of Marketing Research, 22 (May), pp.192-198.
14. Gardner, M.P., Mitchell, A.A. and Russo, J.E. (1985). Low Involvement Strategies for Processing Advertisements. Journal of Advertising, Vol. 14, No.2, pp.4-12&56.
15. Holbrook, M.B. and Howard, J.A. (1977) “Frequently Purchased Nondurable Goods and Services”, in R.Ferber(eds.) Selected Aspects of Consumer Behavior, pp.189-222.
16. Howard, J.A. (1983) Marketing Theory of the Firm, Journal of Marketing, Vol. 47, No.4 (Autumn 1983), pp.90-100.
17. Kaiser, H.F. (1974). An Index of Factorial Simplicity, Phychometrika, Vol.39, No.1, pp.31-36.
18. Kanungo, R.N. and Johar, J.S. (1975). Effects of Slogans and Human Model Characteristics in Product Advertisements. Canadian Journal of Behavioural Science, Vol 7(2), Apr, 1975. pp. 127-138.
19. Kotler, P. (2000). ”Marketing Management” 10th edition. New Jersey: Prentice Hall.
20. Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57 (January 1993), pp.1-22.
21. Keller, K.L. (2013). Strategic Brand Management, 4th edition. Pearson Education, Inc.
22. Lavidge, R.J. and Steiner, G.A. (1961). A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, Vol. 25, No.3, pp.59-62
23. Lastovicka, J.L. (1979). Questioning the Concept of Involvement Defined Product Classes. Advances in Consumer Research, Vol. 6, pp.174-179.
24. Laurent, G. and Kapferer, J. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, Vol. 22 (February 1985), pp.41-53.
25. Mitchell, A.A. and Olson, J.C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, Vol. 28 (August 1981), pp.318-332.
26. MacKenzie, S.B., Lutz, R.J. and Belch, G.E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, Vol. 23 (May 1986), pp.130-43.
27. Murphy, P.E. and Enis, B.M. (1986). ”Classifying Products Strategically”, Journal of Marketing, Vol. 50, No. 3(July 1986), pp.24-42.
28. Petty, R.E., Cacioppo, J.T. and Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, Vol. 10, No. 2(September 1983), pp.135-146.
29. Petty, R.E. and Cacioppo, J.T. (1986). The Elaboration Likelihood Model of Persuasion, Advances in Experimental Social Psychology, 19, pp.123-205.
30. Pryor, K. and Brodie, R.J. (1998). How Advertising Slogans can Prime Evaluations of Brand Extensions: Further Empirical Results, Journal of Product & Brand Management, Vol. 7, No. 6, pp.497-508.
31. Rosenberg, M.J. and Holvland, C.I. (1960). Attitude Organization and Change: An Analysis of Consistency Among Attitude Components. New Haven: Yale University Press, Vol. 3.
32. Robertson, T.S., Zielinski, J. and Ward, S. (1984). Consumer Behavior, Illinois: Scott, Foresman and Company, pp.279.
33. Rossiter, J.R. and Percy, L. (1985). Advertising Communication Models, Advances in Consumer Research, Vol.12, pp.510-524.
34. Ramen, N.V. (1996). Determinants of Desired Exposure to Interactive Advertising, Unpublished doctoral dissertation, University of Texas, Austin, Texas.
35. Rosengren, S. and Dahlen, M. (2006).Brand-Slogan Matching in a Cluttered Environment, Journal of Marketing Communications, Vol. 12, No. 4(December 2006), pp.263-279
36. Sherif, M. and Cantril, H. (1947). “The Psychology of Ego-involvement.”, New York: John Wiley and Sons, Inc.
37. Shimp, T.A. (1981). Attitude Toward the Ad as a Mediator of Consumer Brand Choice, Journal of Advertising, Vol. 10, No.2, pp.9-15.
38. Stafford, MR. and Day, E. (1995). Retail Services Advertising – The Effect of Appeal, Medium, and Service, Journal of Advertising, Vol. 24, No.1, pp.57-71.
39. Schiffman, L.G. and Kanuk, L.L. (2000) Consumer Behavior, 5rd.
40. Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Boston: Pearson/Allyn & Bacon.
41. Vaughn, R. (1980). “How Advertising Works: A Planning Model Revisited”, Journal of Advertising Research, Feb/Mar 1986, pp.27-33.
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描述 碩士
國立政治大學
企業管理研究所
102363005
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102363005
資料類型 thesis
dc.contributor.advisor 黃國峯zh_TW
dc.contributor.author (Authors) 潘皓天zh_TW
dc.creator (作者) 潘皓天zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 3-Aug-2015 13:13:25 (UTC+8)-
dc.date.available 3-Aug-2015 13:13:25 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2015 13:13:25 (UTC+8)-
dc.identifier (Other Identifiers) G0102363005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77127-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 102363005zh_TW
dc.description.abstract (摘要) 2015年的今日是一個充斥著各種媒體的社會，我們每天都會接觸到形形色色的廣告標語。根據前人之研究，廣告標語是一項普遍且相當有效的行銷技術。企業打廣告的最終目的無非是提高銷售量，而之前的研究探討廣告標語對購買意願影響者較少，也較少針對廣告標語進行分類後來探討其效果。故本研究使用理性與感性兩大類、共16種不同策略訴求之廣告
標語作為探討主題，以問卷調查方式來研究其對產品態度及購買意願二種廣告效果之影響，並以產品涉入程度(高/低)作為調節變數。

本研究使用「汽車」作為高涉入產品，「罐裝咖啡」作為低涉入產品來進行平面廣告的實驗，實驗對象為政治大學的大學生、研究生，以及PTT論壇上e-Shopping版的版友，共回收1,002份有效問卷，根據本研究之分析結果，可以得到以下發現：

一、 使用廣告標語的廣告文案可以增加消費者的購買意願。
二、 廣告標語的理性程度越高，消費者會形成更佳的產品態度及購買意願。
三、 產品態度與購買意願兩變數間存在顯著正向關係。
四、 產品態度在廣告標語理性程度與購買意願間具有部分中介效果。
五、 產品涉入程度在廣告標語理性程度與產品態度及購買意願間不具調節效果。
六、 在高涉入產品中，使用「類別訴求標語」、「理念形象訴求標語」、「功效訴求標語」能使消費者有較佳的產品態度及購買意願。
七、 在低涉入產品中，使用「理念形象訴求標語」、「類別訴求標語」能使消費者有較佳的產品態度及購買意願。

根據本研究之結果，廣告標語在行銷上擔任了非常重要的地位，且廣告標語越為理性消費者的反應也越好。因此建議行銷或廣告從業人員在設計廣告標語時，可以先往理性這個大方向著手，再搭配適當訴求策略的廣告標語，以達到最佳的廣告效果。		zh_TW
dc.description.abstract (摘要) It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention.
This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include:

1. Using advertising slogans in an advertising copy can increase purchase intention.
2. Rational advertising slogans led to better attitude toward product and purchase intention.
3. There is a positive relation between attitude toward product and purchase intention.
4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention.
5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention).
6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention.
7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention.

According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.		en_US
dc.description.tableofcontents 誌謝 i
摘要 ii
Abstract iii
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究動機 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 廣告 4
第二節 品牌廣告標語(Slogan) 6
第三節 產品涉入 12
第四節 態度 18
第五節 購買意願 21
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 研究變數之定義與衡量 28
第四節 研究設計 31
第四章 研究結果分析 35
第一節 樣本結構分析 35
第二節 因素分析與信度分析 37
第三節 問卷版本操弄檢定 50
第四節 廣告標語有無對購買意願影響之分析 51
第五節 廣告標語理性程度與產品態度、購買意願關係之分析 52
第六節 產品態度對購買意願影響之分析 54
第七節 「產品態度」之中介效果 55
第八節 「產品涉入程度」之調節效果 56
第九節 額外檢定 57
第十節 研究假說之驗證統整 76
第五章 研究結論與建議 77
第一節 研究結論 77
第二節 研究貢獻及管理意涵 79
第三節 研究限制 80
第四節 研究建議 81
參考文獻 83
附錄一、正式問卷(版本一) 88
附錄二、正式問卷(版本二) 94
附錄三、正式問卷(版本三) 100
附錄四、正式問卷(版本四) 106		zh_TW
dc.format.extent 2515151 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102363005en_US
dc.subject (關鍵詞) 廣告標語zh_TW
dc.subject (關鍵詞) 產品涉入度zh_TW
dc.subject (關鍵詞) 產品態度zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) advertising slogansen_US
dc.subject (關鍵詞) product involvementen_US
dc.subject (關鍵詞) attitude toward producten_US
dc.subject (關鍵詞) purchase intentionen_US
dc.title (題名) 廣告標語對產品態度與購買意願影響之研究-以產品涉入程度為調節變數zh_TW
dc.title (題名) The Influence of Advertising Slogans on Attitude Toward Product and Purchase Intention - Using Product Involvement as Moderatoren_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文部分
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