產品類型、廣告訴求與消費者性別對廣告效果之影響

Abstract

本研究以2(產品類型：理性產品與感性產品)x2(廣告訴求：理性訴求與感性訴求)x2(消費者性別：男性與女性)之研究架構，欲探討在不同的產品類型下，採用不同的廣告訴求且消費者性別不同時，廣告效果是否有顯著差異。本研究以鮮奶做為理性產品之研究標的，蒐集「理性廣告x男性」問卷39份、「理性廣告x女性」問卷33份、「感性廣告x男性」問卷31份，以及「感性廣告x女性」問卷29份；並以專輯做為感性產品之研究標的，蒐集「理性廣告x男性」問卷30份、「理性廣告x女性」問卷32份、「感性廣告x男性」問卷37份以及「感性廣告x女性」問卷26份。 研究結果顯示，(1) 理性產品採用理性廣告能產生較佳的廣告效果，(2) 感性產品採用感性廣告能產生較佳的廣告效果，(3) 廣告訴求不影響消費者的品牌態度，(4) 廣告訴求與性別用對廣告效果之交互影響不顯著，(5)性別並不會對廣告效果產生顯著的影響，廣告效果主要還是受到廣告訴求之影響。

This research built a conceptual framework of 2(product classifications: rational product and emotional product) x2(advertising appeals: rational appeal and emotional appeal) x2(consumer’s sex: male and female). This research wants to study the advertising effect of different advertising appeals under different product classifications with different consumer’s sex. This research collected 39 “rational product x rational advertising x male” questionnaires, 33 “rational product x rational advertising x female” questionnaires, 31 “rational product x 31emotional advertising x male” questionnaires, 29 “rational product x emotional advertising x female” questionnaires, and 30 “emotional product x rational advertising x male” questionnaires, 32 “emotional product x rational advertising x female” questionnaires, 37 “emotional product x emotional advertising x male” questionnaires, 26 “emotional product x emotional advertising x female” questionnaires. The result indicates that (1) under rational product, using rational advertising appeal has better advertising effect, (2) under emotional product, using emotional advertising appeal has better advertising effect, (3) advertising appeals has no effect on consumer’s brand attitude, (4) between advertising appeals and consumer’s sex, there has no interaction on advertising effect, (5) consumer’s sex has no effect on advertising effect, and the advertising appeals has the main effect on advertising effect.