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題名：產品涉入程度對廣告懷疑論與廣告效果之研究
作者：陳芳萍
作者(外文)：Fang-ping Chen
校院名稱：國立中央大學
系所名稱：企業管理學系
指導教授：呂俊德
學位類別：博士
出版日期：2010
主題關鍵詞：購買意願；品牌態度；產品涉入程度；廣告懷疑論；Purchase Intention；Brand attitude；Skepticism Toward Advertising；Product Involvement
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隨著消費者知識時代的來臨，有愈來愈多研究有關消費者懷疑廣告的情形；因此為達到企業永續經營之目的，廣告商傾向於藉著廣告來增加消費者的正面商標態度，減低或消除消費者對廣告的懷疑, 而且修正消費者對產品的認知。市場為強化企業競爭優勢，尤其鼓勵市場商人以最好的方式顯示產品，導致廣告變得更誇大。因此有需要進一步去探究、瞭解消費者會如何藉由產品涉入程度和產品知識，如何忽視沒有具體化聲稱的產品，如何處罰這些欺騙或者有隱藏的廣告商就顯得格外重要。這份研究的目的在探討廣告懷疑論對品牌態度和購買意願的影響力。本研究採用( Seemingly Unrelated Regression，SUR)模型估計參數的假設檢定。學者認為同質性樣本比異質性樣本更能顯示出理論的意義。因為，異質性樣本可能影響理論預測的有效性。因此，本研究採用方便抽樣的調查方式，並以學生當做抽樣的主題。參加的學生包括五所大學中的大學生和研究生。這份問卷調查349位學生；有效問卷337份(96.6%)。研究結果顯示，廣告懷疑論對品牌態度和購買意願具有負面的效果。產品涉入程度則對品牌態度和購買意願具有正面的效果。產品涉入程度與廣告懷疑論之間的交互作用對品牌態度和購買意願具有顯著相關性；意指，產品涉入程度會調節廣告懷疑論和品牌態度與購買意願間的相互關係。然而，當交互作用的效果被考慮的時候，廣告懷疑論對品牌態度和購買意願則沒有顯著效果。因此，交互作用效果會減輕廣告懷疑論對品牌態度和購買意願的負面影響力。可能的理由是因為本研究採用虛擬的品牌作為實驗器具；虛擬的品牌可能造成參加者評估品牌態度的障礙。本研究清楚地指出，廣告懷疑論在廣告效果中扮演重要角色。廣告商必須小心使用誇大的廣告，因為廣告懷疑論的負面效果不只會影想品牌態度和購買意願，甚至還會侵蝕公司長時間建立下來的良好聲譽。這代表的意涵是，廣告商若使用誇大的廣告將可能無法達到預期的廣告效果，消費者對廣告的懷疑會使得銷售量無法增加，並且造成無法接受的結果。即使本研究只有探討表面的問題，但卻是探討消費者對廣告反應的第一個步驟，並且也對於專家與目標消費者溝通或透過代言人推薦有關領域之研究做出進一步的貢獻。
Skepticism toward advertising exists in the market, therefore, competitive market encourages marketers to show their products in the best way, and consequently ads become more exaggerated. Businesses spend millions of dollars on advertising to increase consumers’ positive brand attitude, diminish doubt toward advertisement, and rectify wrong attributions of products every year. Empirical evidences indicate that ad claims are not always accepted and consumers generally distrust ads. Advertisers who cheat or dissemble are maybe punished by consumers through avoiding and disregarding products that do not materialize to their claims. The purpose of this research is to focus on how doubt in advertisements impacts the effectiveness of advertisement, including brand attitude and purchasing intention. Furthermore, we consider the moderating effects of product involvement between skepticism toward advertising and ad effects. Heterogeneous samples may influence the validity of theory prediction due to the difference of sample characteristics. Therefore, this study adopts convenience sampling and students are selected as our subjects. Participants are gathered from undergraduate and graduate students of five universities. This research adopts the SUR model to estimate the parameter, the mutual relationship among several regression equations, which are taken into consideration, because this study assumes that dependent variables (brand attitude and purchase intention) are measured by the same variables, such as skepticism toward advertising and product involvement. There are a total 337 subjects that participated in this experiment, and as pointed out by the verified result, doubt in advertisements has a negative effect on brand attitude and purchasing intention, and this negative effect will disrupt product involvement. The interaction effects between product involvement and skepticism toward advertising are significant correlated with brand attitudes and purchase intentions. Besides, product involvement have positive effects on brand attitudes and purchase intentions. It means that product involvement moderate the relationship between skepticism toward advertising and brand attitudes or purchase intentions. However, skepticism toward advertising has no significant effects on brand attitude and purchase intention when interaction effects are considered. We thought that interaction effects might dilute negative influence from consumers’ skepticism toward advertising on brand attitude and purchase intention. Research results clearly indicate that skepticism toward advertising plays an important role in ad effects. Advertisers have to use exaggerated ads carefully, because the negative effects of skepticism toward advertising not only influence brand attitude and purchase intention but even erode fine reputation built for a long time. In other words, consumers’ skepticism toward advertising will not increase sales, and cause effects which marketers wish not to have. Even if this study has only scratched the surface, it takes the first step for exploring consumers’ response to ads and that still can be a fundamental for other studies.
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