數據訊息說明產品屬性的廣告效果

Abstract

本研究欲探討以數據訊息說明產品屬性廣告的廣告效果﹐同時考慮了 產品之品牌強度與產品涉入程度等變數對廣告效果的影響。因此﹐本研究 採用2x2x2的因子實驗設計法﹐受試樣本為新竹市四所大學暨獨立學院之 學生﹐經統計分析結果﹐得到如下之結論:1. 以數據訊息說明產品屬性 之廣告﹐其廣告接收者之廣告內容回憶率顯著低於無數據訊息之廣告。2. 以數據訊息說明產品屬性之廣告﹐其廣告接收者之廣告態度顯著高於無數 據訊息之廣告。3. 以數據訊息說明產品屬性之高品牌強度產品廣告﹐其 廣告接收者之廣告態度高於以數據訊息說明產品屬性之低品牌強度產品廣 告。4. 以數據訊息說明產品屬性之高涉入產品廣告﹐其廣告接收者之廣 告態度無差異於以數據訊息說明產品屬性之低涉入產品廣告。5. 在高品 牌強度之產品廣告中﹐以數據訊息說明產品屬性之廣告﹐其廣告接收者之 產品知覺品質顯著高於無數據訊息之廣告﹔然而﹐在低品牌強度之產品廣 告中﹐以數據訊息說明產品屬性之廣告﹐其廣告接收者之產品知覺品質無 異於無數據訊息之廣告。6. 以數據訊息說明產品屬性之廣告﹐其廣告接 收者之購買意願顯著高於無數據訊息之廣告。7. 以數據訊息說明產品屬 性之廣告﹐其女性廣告接收者之廣告回憶率高於男性廣告接收者﹔大學部 學生高於研究所學生。8. 以數據訊息說明產品屬性之廣告﹐其廣告整體 效果與受試者之性別､教育程度､就讀學院､可支配所得無關。 The research attempt to discuss the advertising effects of advertisements with numerical messages interpreting products and to realize the advertising effects of those advertisements in different situations of brand strength and product involvement . The research utilized a 2x2x2 factorial experimental design . Sample is gathered from the students in the four universities or colleges located in Hsin-Chu . Analyzing the data with statistical method , we got the following conclusions:1. Advertisement Receivers' recalls of advertisements with numerical messages are significantly lower than those of advertisements without numerical messages.2. Advertisement Receivers' attitudes toward advertisements with numerical messages are significantly higher than those toward advertisements without numerical messages.3. Advertisement Receivers' attitudes toward high-brand-strength product advertisements with numerical messages are significantly higher than those toward low-brand-strength product advertisements with numerical messages.4. There are no significant differences between the advertisement receivers' attitudes toward a high involvement product advertisement with numerical messages and those toward a low involvement product advertisement with numerical messages.5. Among the high brand strength product advertisements , Advertisement Receivers's perceived product qualities toward advertisements with numerical messages are significantly higher than those toward advertisements without numerical messages. However, among the low brand strength product advertisements , there are no significant differences between the advertisement receivers' perceived product qualities toward advertisements with numerical messages and those toward advertisements without numerical messages.6. Advertisement Receivers' buying intentions toward the advertisements with numerical messages are significantly higher than those toward advertisements without numerical messages.7. Female advertisement Receivers' recalls of advertisements with numerical messages are significantly higher than male advertisement Receivers'﹔Undergraduate students' recalls are significantly higher than graduate students'.8. Among the advertisements with numerical messages, there is no connection between the whole advertising effects and the sex, the academic background﹐the educational level﹐and the income of the advertisement receivers.