涉入度與廣告訴求對手機答鈴廣告效果之影響

Product Involvement and Advertising Appeal Effects on the Ring of Mobile Phone

洪賢智(Chien-Chih Hung)

手機答鈴廣告 ； 產品高低涉入 ； 理性訴求 ； 感性訴求 ； 廣告效果 ； Mobile ； phone ； ring ； Advertising ； Products ； Involvement ； Logical ； Appeal ； Sensation Appeal ； Advertising Effect

傳播與管理研究

12卷2期（2013 / 01 / 01）

83 - 115

繁體中文

政府開放民營行動電話之後，台灣目前行動電話普及率已超過100%，手機已融入一般的日常生活中。國際知名的行動廣告協會在2010年3月出版「答鈴廣告行銷白皮書」宣告手機答鈴成為行銷中的主流媒體。本研究試圖探討在高低產品涉入程度下與運用理性或感性廣告訴求策略的手機答鈴廣告訊息對消費者購買行為的廣告效果影響。以高低產品涉入程度和理性或感性廣告訴求策略的相關文獻建立研究假設，以網路問卷方法收集受訪者資料，問卷回收供177份，採用SPSS軟體作配對t檢定統計量化驗證假設。結果發現低涉入產品運用理性訴求策略的手機答鈴廣告訊息，低涉入產品在廣告態度、品牌態度、購買意願均大於高涉入產品。低涉入產品運用感性訴求策略的手機答鈴廣告訊息，低涉入產品在廣告態度、品牌態度、購買意願均大於高涉入產品。主要原因是手機答鈴廣告時間短僅僅20秒，消費者較沒有時間去處理和思考手機的訊息，透過邊緣性的表現技巧如受消費者信賴的代言人，迷人樂耳的音樂能滿足其情緒，訊息內容符合風格和偏好能引起共鳴都會增加說服效果。因此手機答鈴廣告訊息適合低涉入產品運用感性訴求策略來增加廣告效果（廣告態度、品牌態度、購買意願）。本研究有助於廣告主善加利用手機答鈴的新媒體工具，提供消費者個人切身相關性的廣告商品資訊吸引消費者注意滿足他們需求提高手機廣告效果。

Since the Government adopted the telecom liberation policy, At present, People own mobile phone exceed 100% in Taiwan, and become part of daily life. International mobile advertising Association published ”The ring of mobile phone marketing book” claimed the ring of mobile phone become a major media carrier in marketing in March, 2010.The study focuses on the effects of the ring of mobile phone on advertising. The high or low products involvement and logical or sensation appeal as independent variables and advertising effects as dependent variables in this study. We review high or low products involvement and logical or sensation appeal was studied in the literatures to develop our hypothesis. The samples were gathered by the web The valid samples were 177, We use Paired-Samples T test to do data analysis by using SPSS.The results indicate that low products involvement with sensation appeal or logical appeal are more effect than high products involvement on advertising. The reason are the ring of mobile phone advertising messages only 20seconds consumer do not have time or ability to manage the contents. Under the low products involvement with sensation appeal are more effect than high products involvement on advertising.The study will benefits for advertiser make use of mobile phone as a tool to provide the messages meet the consumer need to increase advertising effects.

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