訴求類型、訊息呈現方式與消費者涉入程度對餐廳平面廣告購買意願之研究

The Effects of Ad Appealing, Ad Message Presentation and Consumer Involvement on Restauran's Advertisement Purchasing Intention

10.6572/JHHE.3(2).7

徐達光(Ta-Kuang Hsu)；陳中蓮(Chung-Lien Chen)；鍾幸樺(Hsing-Hua Chung)

廣告訴求類型 ； 廣告框飾效果 ； 消費者涉入程度 ； statistic versus narrative ads appealing ； positively versus negatively ads framed ； consumer involvement

餐旅暨家政學刊

3卷2期（2006 / 06 / 01）

269 - 287

繁體中文

餐飲廣告的訴求方式與消費者對餐飲廣告的涉入程度，對廣告的效果居關鍵地位。本研究以訴求類型、訊息呈現方式與消費者涉入程度爲自變項，探討其對餐廳平面廣告購買意願的影響。研究採實驗法組間設計進行，共設計八個餐飲廣告版本，探討其主要效果與交互作用下對廣告購買意願的影響。研究結果發現：三因子交互作用會對餐飲廣告購買意願造成影響。進行事後比較顯示：1.以統計手法呈現反面訊息，以及以故事陳述呈現正面訊息，高涉入消費者比低涉入消費者更容易產生購買意願。2.以故事陳述方式且爲低涉入消費者時，或者以統計陳述方式且爲高涉入消費者時，廣告呈現反面訊息比正面訊息呈現更容易讓消費者產生購買意願。3.以故事陳述方式且爲高涉入消費者時，廣告呈現正面訊息比反面訊息更容易讓消費者產生購買意願。研究最後並提出相建議供業者參考。

This study attempts to assess the impact three independent variables can have on potential ad purchasing intention, namely, providing statistic versus narrative ad appealing, providing positively versus negatively ad framed, and the level of consumer involvement. The empirical study was of an experimental nature and used a 2×2×2 factorial design to assess the impact of different mock advertisements on purchasing intention. This research indicated that three-way interaction exert a significant influence on ad purchasing intention and came up with the following conclusions: 1. Both under statistic､negative ad appealing and narrative､positive ad appealing, the high involvement consumer have significant impact on ad purchasing intention than low involvement consumer. 2. Both under negative ad appealing､low involvement consumer and statistic ad appealing､high involvement consumer, the negatively ad framed have significant impact on ad purchasing intention than. positively ad framed. 3. Under narrative ad appealing and high involvement consumer, positively ad framed have significant impact on ad purchasing intention than. negatively ad framed. At the end, the result of this study provided relevant suggestions to manufacturers and marketing officers for reference.

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