消費者購買目的與產品廣告圖文呈現對決策之影響

Abstract

消費者在選擇購買商品時，可以透過圖片認識產品外觀，也可以透過文 字敘述認識功能性能等特性，消費者容易受到產品外觀的影響，直覺的認為 產品的外觀越好功能也越好。但許多產品功能並無相對提升，產生外觀與功 能不一致。消費者在購買時，會因為購買目的而有不同的考量。本研究之目 的想討論當消費者在選擇購買時商品時，受到廣告圖文的影響，是否會因為 不同的購買目的而有不同選擇，而當如果產品的廣告是圖片與文字同時呈現 時，面對產品的功能與設計產生不一致優劣的衝突時，消費者又會因為目的 的不同而會優先在意哪個部份。為了驗證假設，本研究先對相關構面發展量 表問卷，再使用情境設計，設計了六種情境：在單獨圖片、文字廣告呈現與 圖文廣告同時呈現時，依據不同購買目的如自用或送人的購買選擇。分析286 份有效問卷後，其分析結果支持本研究之假設。最後，作者根據研究結果提 供管理意涵，也對後續研究提出相關建議。

When consumers choose products, they can understand the appearances from pictures, and understand the functions from verbal descriptions. Consumers will be effected from the appearances that good-looking products with good functions easily. But there are not the same. Besides, consumers will consider different things with different buying purposes. The purpose of this study is to discuss the effects of products advertisement presentations and consumer buying purposes on decisions.We develop related measurement of the concepts, and use scenario experiment design, including four groups of conditions (buying purpose for myself in pictures and in verbal and in both, buying purpose for giving as a present in pictures and in verbal and in both). There are 286 samples for the final analysis,and the result. supports our hypotheses. Lastly, the author provides the several managerial implications for marketers and directions for future researchers.