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_

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題名：	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
書刊名：	餐旅暨家政學刊
作者：	徐達光／陳中蓮／鍾幸樺
作者(外文)：	Hsu, Ta-kuang／Chen, Chung-lien／Chung, Hsing-hua
出版日期：	2006
卷期：	3:2
頁次：	頁269-287
主題關鍵詞：	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
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:0 點閱:39

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為自變項，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.以故事陳述方式且為低涉入消費者時，或者以統計陳述方式且為高涉入消費者時，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.以故事陳述方式且為高涉入消費者時，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。

以文找文

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.

以文找文

期刊論文
1.	Rothman, Alexander J.、Salovey, Pster、Antone, C.、Keough, K.、Martin, C. D.(1993)。The influence of message framing on intentions to perform health behaviors。Journal of Experimental Social Psychology，29(5)，408-433。
2.	Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。
3.	Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica，47(2)，263-291。
4.	Sherif, M.、Cantril, H.(1947)。The psychology of ego involvement, social attitudes and identifications。Information & Management，9(5)，261-268。
5.	Johar, J. S.、Sirgy, M. Joseph(1991)。Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal。Journal of Advertising，20(3)，23-33。
6.	Smith, G. E.(1996)。Framing in Advertising and the Moderating Impact of Consumer Education。Journal of Advertising Research，9/10，49-64。
7.	Levin, I. P.、Gaeth, G. J.(1988)。How consumers are affected by the framing of attribute information before and after consuming the product。Journal of Consumer Research，15(3)，374-378。
8.	Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research，36(5)，21-35。
9.	Maheswaran, Durairaj、Meyers-Levy, Joan(1990)。The influence of message framing and issue involvement。Journal of Marketing Research，27(3)，361-367。
10.	Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。
11.	Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。
12.	Meyerowitz, Beth E.、Chaiken, Shelly(1987)。The effect of message framing on breast self-examination attitudes, intentions and behaviors。Journal of Personality and Social Psychology，52(3)，500-510。
13.	Shiv, Baba、Edell Britton, Julie A.、Payne, John W.(2004)。Does Elaboration Increase or Decrease the Effectiveness of Negatively versus Positively Framed Messages。Journal of Consumer Research，31(1)，199-208。
14.	Zhang, Yong、Buda, Richard(1999)。Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages。Journal of Advertising，28(2)，1-15。
15.	Alba, J. W.、Hutchinson, J. W.(2000)。Knowledge Calibration: What Consumers Know and What They Think They Know。Journal of Consumer Research，27，123-156。

學位論文
1.	許瓊文(1999)。網際網路標題廣告設計上的變化對廣告效果之探討(碩士論文)。彰化師範大學，彰化縣。延伸查詢
2.	林清州(1992)。廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係(碩士論文)。國立政治大學。延伸查詢
3.	李孟陵(2003)。消費者滿意度、涉入程度對其忠誠度影響之研究--以台北市咖啡連鎖店為例(碩士論文)。國立交通大學。延伸查詢
4.	李坤遠(1996)。訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究(碩士論文)。國立交通大學。延伸查詢
5.	彭金燕(2000)。代言人可信度對廣告效果與購買意願影響之研究(碩士論文)。大葉大學，彰化縣。延伸查詢

圖書
1.	Eagly, Alice H.、Chaiken, Shelly(1993)。The Psychology of Attitudes。Harcourt Brace Jovanovich。
2.	Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。
3.	Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。

其他
1.	林建煌(1991)。廣告聲譽、廣告訊息正反性對廣告效果之影響。延伸查詢
2.	梁文傑(1992)。訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究。延伸查詢
3.	黃論語(1997)。WWW超媒體特性對網路行銷廣告效果之研究。延伸查詢
4.	葉亮吟(1999)。訊息正反性和廣告主可信度對兒童廣告效果之研究。延伸查詢
5.	蕭湘文(2000)。廣告創意，台北市：五南圖書出版公司。延伸查詢
6.	Asker, D. A., & Norris, D.(1982)。Characteristic of TV commercials perceived as informative。
7.	Brosius, H.-B., & Bathelt, A.(1994)。The utility of exemplars in persuasive communications.。
8.	Dermody, J., & Scullion, R.(2001)。An exploration of the advertising ambitions and strategies of the 2001 British general election。
9.	Finney, L. J., & Iannotti, R. J.(2002)。Message framing and mammography screening: A theory-driven intervention。
10.	Freeman, C.(1964)。Growth perspective for industrial advertising。
11.	Gloden, L. L., & Johnson, K. A(1983)。The impact of sensory preference and thinking versus feeling appeals on advertising effectiveness.。
12.	Grewal, D., Gotlieb, J., & Marmorstein, H.(1994)。The moderating effects of message framing and source credibility on the priceperceived risk relationship。
13.	Hogarth, R. M.(1980)。Judgement and choice: The psychology of decision.，Chichester, UK：Wiley。
14.	Javalgi, R. G., Cutler, B. D., & Malhotra, N. K.(1995)。Print Advertising at the Component Level: A Cross-Cultural Comparison of the United States and Japan。
15.	Jerusha, B.(2003)。Striving for happiness or fleeing from sadness? motivating mood repair using differentially framed messages。
16.	Johnson, E. J.(1988)。Expertise and Decision Under Uncertainty: Performance and Process.。
17.	Keren, G.(1987)。Facing Uncertainty in the Game of Bridge: A Calibration Study。
18.	Lamberti, D. M., & Newsome, S. L.(1989)。Presenting abstract versus concrete information in expert systems：What is the impact on user performance?。
19.	Lauver D, Rubin M.(1991)。Women's concerns about abnormal Papanicolaou test results。
20.	Taylor, S. E., & Thompson, S. C.(1982)。Stalking the elusive “vividness” effect。
21.	Wang(2000)。Right appeals for the “right self”: connectedness-separateness self-schema and cross-cultural persuasion。
22.	Wong, C., & McMurray, N. E.(2002)。Framing communication: Communication the antismoking message effectively to all smokers。

圖書論文
1.	Shanteau, J.(1992)。The Psychology of Experts: An Alternative View。Expertise and Decision Support。New York：Plenum Press。
2.	Chi, M. T. H.、Glaser, R.、Rees, E.(1982)。Expertise in problem solving。Advances in the psychology of human intelligence。Hillsdale, New Jersey：Lawrence Erlbaum Associates, Publishers。

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