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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 3-八月-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6. 李坤遠，1995，訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究，國立交通大學管理科學研究所碩士論文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9. 邱順應，2009，品牌標語的產品涉入與策略訴求，«朝陽學報»，第十四期，頁65-8710. 邱志聖，2014，策略行銷分析，第四版，智勝文化事業有限公司11. 吳玉雯，2003，廣告標語對消費者態度影響之研究-修辭格之分類應用，淡江大學企業管理學系碩士論文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13. 祝鳳岡，1995，「廣告感性策略」之策略分析，廣告學研究，第五集，頁85-11214. 祝鳳岡，1996，「廣告理性策略」之策略分析，廣告學研究，第八集，頁1-2615. 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513-52617. 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29. 鄭文傑，2012，品牌體驗、品牌偏好與購買意願關係之研究-以英國茶Twinings為例，國立臺北大學企業管理學系碩士論文二、 英文部分1. 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Journal of Advertising, Vol. 23, No.4, pp.59-70.46. Zeithaml, V.A. (1988). Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52, No.6, pp.2-22. 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 (作者) 潘皓天 zh_TW dc.creator (作者) 潘皓天 zh_TW dc.date (日期) 2015 en_US dc.date.accessioned 3-八月-2015 13:13:25 (UTC+8) - dc.date.available 3-八月-2015 13:13:25 (UTC+8) - dc.date.issued (上傳時間) 3-八月-2015 13:13:25 (UTC+8) - dc.identifier (其他 識別碼) G0102363005 en_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) 102363005 zh_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 iiAbstract 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/#G0102363005 en_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 slogans en_US dc.subject (關鍵詞) product involvement en_US dc.subject (關鍵詞) attitude toward product en_US dc.subject (關鍵詞) purchase intention en_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 Moderator en_US dc.type (資料類型) thesis en dc.relation.reference (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6. 李坤遠，1995，訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究，國立交通大學管理科學研究所碩士論文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9. 邱順應，2009，品牌標語的產品涉入與策略訴求，«朝陽學報»，第十四期，頁65-8710. 邱志聖，2014，策略行銷分析，第四版，智勝文化事業有限公司11. 吳玉雯，2003，廣告標語對消費者態度影響之研究-修辭格之分類應用，淡江大學企業管理學系碩士論文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13. 祝鳳岡，1995，「廣告感性策略」之策略分析，廣告學研究，第五集，頁85-11214. 祝鳳岡，1996，「廣告理性策略」之策略分析，廣告學研究，第八集，頁1-2615. 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513-52617. 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29. 鄭文傑，2012，品牌體驗、品牌偏好與購買意願關係之研究-以英國茶Twinings為例，國立臺北大學企業管理學系碩士論文二、 英文部分1. 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