外來語廣告態度在行銷策略之應用

The Impact of Loan-Words on Ad Attitudes in Marketing Strategy

10.3966/207321472018091003003

高登第(Danny Tengti Kao)；劉邦良(Toby Pang-Liang Liu)

行銷策略 ； 廣告態度 ； 外來語 ； 品牌熟悉度 ； 規範焦點 ； Marketing Strategy ； Advertising Attitudes ； Loan-Words ； Brand Familiarity ； Regulatory Focus

商略學報

10卷3期（2018 / 09 / 01）

203 - 216

繁體中文

本研究嘗試探討在行銷策略上，消費者在接收廣告訊息的時候，對於有無使用「外來語」這個元素的廣告，是否因為不同的品牌熟悉度以及不同的規範焦點因素，而對於消費者的廣告態度產生影響。具體來說，本研究企圖探討「外來語廣告態度」是否會受到規範焦點與品牌熟悉度的影響。本研究取得的結果顯示，廣告中外來語的存在與否在消費者的廣告態度上有相反的效果，相較於沒有外來語的廣告來說，消費者對於具有外來語的廣告會產生較好的廣告態度。而研究發現，消費者在面對不同高低的品牌熟悉度廣告時，只要有外來語存在，其廣告態度都會較佳。而對於不同規範焦點性格的消費者來說，在廣告態度上則有相反的效果，進取焦點的消費者對於有外來語的廣告，會顯現出較好的廣告效果，相反的，趨避焦點的消費者則是會對於有外來語的廣告產生較差的廣告效果。若是同時評估，不同品牌熟悉度與不同規範焦點的消費者，則可以發現在品牌熟悉度高的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，外來語的使用與否不會影響廣告態度。在品牌熟悉度低的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，則外來語的使用會有較差的廣告態度。

This research attempts to explore the moderating roles of consumer brand familiarity and regulatory focus in the impact of ＂loan-words＂ which is a factor of marketing strategy on consumer's advertising attitudes. Specifically, this research is designed to examine the interaction effects of brand familiarity, regulatory focus and, loan -words on consumers' advertising attitudes. It is predicted that the presence or absence of loan-words in advertisements has a significant effect on consumers' advertising attitudes. Customers are likely to engender more positive advertising attitudes on the ads with loan-words than the ads without loan-words. Moreover, it is predicted that consumers are likely to engender positive advertising attitudes for the ads with loan-words, regardless of brand familiarity. Furthermore, it is hypothesized that, compared with prevention-focused consumers, promotion-focused consumers have more positive advertising attitudes on the ads with loan-words. On the contrary, prevention-focused consumers tend to engender more positive advertising attitudes for the ads without loan-words than those with loan-words. In addition, promotion-focused consumers with higher brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, for preventive-focused consumers with higher brand familiarity, the availability of loan-words fails to affect consumer advertising attitudes. On the contrary, promotion-focused consumers with lower brand familiarity are likely to engender more positive advertising attitudes for the ads with loan -words than those without loan-words. In contrast, preventive-focused consumers with lower brand familiarity, the ads without loan-words tend to engender more positive advertising attitudes than those with loan-words.

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