廣告主張結構對旅遊產品溝通效果之影響——經驗類比與傳染機制之探討

The Impact of Advertising Claim Structure on Communication Effectiveness for Tourism Products — Investigation on Experiential Analogy and Contagion Mechanism

本研究主要針對旅遊產品，採實驗法探討如何與消費者溝通旅遊體驗。本研究實驗一除了應用廣告主張結構於旅遊產品之探討外，亦擴大廣告主張結構以涵蓋經驗類比，以探討廣告主張結構與涉入程度對溝通效果之影響，並發現經驗類比的效果最佳，尤其是對低涉入的消費者而言，更是如此。實驗二則進一步針對經驗類比進行探討，由於經驗類比是將基準經驗與標的物並置以進行類比，故本研究導入傳染理論，以探討傳染機制的啟動是否會影響不同偏好程度之基準經驗的溝通效果。實驗二研究結果發現進行經驗類比時，使用高偏好的基準經驗的溝通效果較優，且啟動傳染機制的溝通效果亦較優，尤其是在使用低偏好基準經驗的情況下，更是如此。

This research focuses on tourism products and uses experimental design to investigate how to communicate travel experiences with consumers. Study 1 not only applies advertising claim structure to tourism products, but also includes experiential analogy in advertising claim structure to investigate the impact of advertising claim structure and involvement on communication effectiveness. The results show experiential analogy is the most effective among the three advertising claim structures, especially for consumers with low involvement. Study 2 probes deeper into experiential analogy. Because the base experience and subject are juxtaposed during experiential analogy, this research introduces contagion theory to explore the impact of preference for the base experience and the priming of a contagion mechanism on communication effectiveness. The findings indicate the favorable base preference is more effective than the less-favorable one, and that the priming of a contagion mechanism is more effective than un-priming of a contagion mechanism especially when a less-favorable base preference is present.