訊息正反性和產品正反性的交互作用對消費者認知、態度、購買意願的影響

Abstract

本研究旨在研究訊息正反性和產品正反性對消費者認知、態度、購買意願的影響。本研究為一2x2的實驗設計：獨立變數為訊息正反性、調節變數為產品正反性，而相依變數為認知、態度、和購買意願。研究分析方法則採用多變量變異數分析法（multivariate ANOVA）。

本研究的四個主要研究發現為: 1.訊息正反性和產品正反性的交互作用對廣告效果有顯著影響。 2.對正面產品的廣告效果而言，正面訊息顯著地優於負面訊息。 3.對負面產品的廣告效果而言，正面訊息和負面訊息沒有顯著性的差異。 4.對現在擁有正面產品的人來說，正面訊息顯著地優於負面訊息；對現在沒有擁有正面產品的人來說，正面訊息和負面訊息沒有顯著性的差異。

This research aims to understand the interactive effect between advertising appeals and product types on consumers’ cognition, attitude, and purchase intention. This research applies a 2*2 design—advertising appeals (positive and negative) serve as independent variables, product types (2 positive and 2 negative products) serve as moderators, and cognition, attitude, purchase intention serve as dependent variables. Eight different advertisements were designed to fit in this experiment. The main analysis method of this research is multivariate ANOVA.

There are four main findings of this research: 1.The interactive effect between advertising appeals and product types on advertising effectiveness is significant. 2.For positive products, positive appeals are significantly more effective than negative appeals. 3.For negative products, there is no significant difference between positive and negative appeals. 4.For people who own positive products now, positive appeals are significantly more effective than negative appeals.