品牌形象、廣告訴求、口碑對購買意願影響之研究

The Influences of Brand Image and Advertising Appeal on Consumer Purchasing Intention

10.6338/JDA.200904_4(2).0010

林陽助(Yang-Chu Lin)；李宜致(Yi-Chih Lee)；林吉祥(Steven C. H. Lin)；許士賢(Shih-Hsien Hsu)

口碑 ； 品牌形象 ； 廣告訴求 ； WOM ； brand image ； advertising appeal

Journal of Data Analysis

4卷2期（2009 / 04 / 01）

163 - 197

繁體中文

本研究以「韓國品牌手機」為研究標的，針對手機的「品牌形象」與「廣告訴求」，探討其受到「口碑」之影響下，對於「購買意願」的影響力。本研究發現，「象徵性品牌形象」，相較於「功能性品牌形象」與「經驗性品牌形象」，較易使消費者產生較高的購買意願；「感性訴求」之廣告類型，相較於「理性訴求」之廣告，更能夠激起消費者較高之購買意願；「感性訴求」之廣告類型，搭配「象徵性品牌形象」會有最佳的搭配效果。可見韓國手機業者應採取感性訴求之廣告，強調身份與地位的象徵，符合消費者自我感知形象。最後，部分消費者會極力勸阻親朋好友購買「韓國品牌」的手機，並散播負面口碑，而根據研究結果發現，口碑能夠調節「品牌訴求」對於「購買意願」之過程，所以，業者對於負面口碑不可不慎，以免負面口碑破壞了長期經營之品牌形象。

This research is investing the effects of ”Brand Image” and ”Advertising appeal” on the ”Purchasing Intension”, and the effect that the ”Word-of-Mouth” can do to it, which is based on ”Korean-branded cell phone” as the target product. In according to this research, the ”Symbolic” brand image will result in a higher consumer's purchasing intension, in comparison of the ”Experimental” and ”Functional” brand image. On the other hand, the advertisement of ”Emotional appeal” will stimulate the purchasing intension, comparing to the ”Rational appeal” advertisement. In the third place, the ”Symbolic brand image” and the advertisement of ”Emotional appeal” together will lead to best selling of all combination. By the findings of this research, Korean cell phone company shoud use the emotional kind of AD more often, and make their brand image to conform to the consumers' self image. And the most important of all, the bad WOM can decrease the consumers' purchasing intension a lot, especially when their friends tell them not to buy a Korean cell phone. Therefore, the Korean cell phone company shoud pay more attention to prevent the bad WOM in case it destroys the long-term-built brand image.

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