Impact Study of Tea Beverage TV Advertising
Upon Consumers'' Purchasing Behavior Tea beverage has been the
top beverage among six major beverages in Taiwan in recent
years. Tea beverage firms has spent 56.69％of their promotion
budget in TV advertising. Those firms earnestly want to know the
TV advertising effects and consumer preference. This
dissertation use the MEM Model to analyze the TV advertising
cognition after the advertising stimulation, and then explore
the advertising impacts upon the TV advertising attitude as well
as the purchasing behavior.The research results of this
empirical study are summarized as follows: 1、 Five empirical
results concerning the antecedent variables of the MEM
Model are listed as follows: (1) The tea beverage belongs to
low involvement product. TV advertising is considered as the
best promotion method. (2) All groups of consumers are
generally regarding the personal achievement, good
interpersonal relation- ship and self-respect as the most
important personal values. (3) Consumer are not
particularly interested in the innovative and specialized tea
beverage products. The Lemon red tea, Lipton red tea and
green tea are most popular products. (4) TV advertising for
tea beverage provides the message that tea beverage is good
for thirst-curing, nice to drink and benefiting the
digestion. (5) " Sex appearance " is not a good theme for adver-
tising. 2、 The topics, theme, actual benefits and consumer
image delivered by the tea beverage TV advertising are
consistent with the expectation of consumers (Ad match). 3、
Advertising cognitions are classified into following three
dimension: activity, evaluation and potency. Moreover,
Advertising promises are classified into following three
dimension: sensual gratification, social approval and mixed
approach avoid. Research result indicated that Ad cognition
and Ad promise will influence the Ad match. In addition, Aad
of consumer and the awareness of product attributes are
also influenced according. 4、 This study finds that Ad
cognitions can influence the brand cognitions. Aad has a
strong relation with Ab, and Ab can directly influence
consumer purchase intention. 5、 Excluding the consideration
of the antecedent variables, then we can find that the MEM
Model showing the comparative fit indices (CFI) superior
to the models of DMH、ATH、RMH and IIH. 6、 Empirical results
also demonstrated that the " experience attribute " is much
more important than " search attribute " when new products
are purc-hasing by various groups of tea beverage consumers.
7、 Health attributes of tea beverages (for instance kumquat
lemon juice and barley drink ) are most valuable for college
students. Product price is considered as second important
factor, and product brands are regard as least importance.
8、 The MEM Model is very appropriate for analyzing the low
involvement products. Furthermore, Those products with the
highly sensitive Ad cognition are particularly suitable for
the MEM Model.