比較廣告競爭效果影響因子分析

The Analysis of Influential Factors on Competitive Effect of Comparative Advertising

10.6295/TAMJ.2009.0901.03

施錦村(Chin-Tsun Shih)

比較廣告 ； 正面廣告訴求 ； 反面廣告訴求 ； 競爭效果 ； comparative advertising ； positive advertising claim ； negative advertising claim ； competitive effect

台灣管理學刊

9卷1期（2009 / 02 / 01）

47 - 64

繁體中文

本研究旨在探討比較廣告衝突性訴求與競爭效果的關係，有别過去相關文獻由個別品牌角度去研究比較廣告強度對廣告效果的影響，同時也驗證過去未曾驗證的宏觀理論架構。本研究之樣本來自台灣公平交易委員會1992-2007間的比較廣告案例103件，經由內容分析法及SEM等統計分析工具驗證，其實證結果顯示：除衝突性訴求中廣告負面訴求與競爭效果間具有未達顯著水準的反向關係，未獲實證支持外，其餘3項研究假設均獲得實證支持，同時證實消費者福利係競爭效果首要考慮因素。此一實證結果，除可與現有理論文獻相互配合外，在實務運用上，對廣告主及主管機關完成有效比較廣告及執法相關廣告政策亦有參考之價值。

This study has examined the relationships between conflict claims of comparative advertising and competitive effects from a macroscopic point of view under competitive market, it is different from the past related documents had explored the influence of comparative advertising intensity to advertising effectiveness from a microscopic point of view under individual brand. At the same time, this study has examined the macroscopic theoretical frame that the issues have not previously been tested. The study sample cases of comparative advertising come from Taiwan Fair Trade Commission (TFTC) between 1992 and 2007 (103 cases), and it examines the data by content analysis and SEM. The results confirm that the negative relationship between advertising negative claims and competitive effects, it is not significant and un-supported by the verification. However, the other 3 hypotheses are significant and supported by verification. They show that the most important influent factor of competitive effect is customer's benefits. These empirical results almost correspond with past relevant theories and can be used to construct comparative advertising of competitive effect. These results may also help TFTC and other enterprises to deal with actual situations related to comparative advertising.

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