英文摘要 |
This study examines the direct and interactive effects of advertising message appeals, message framing, message source credibility, and need for cognition (NFC) of consumers on advertising performance measured by advertising attitude, product attitude and consumers’ purchase intention. Message appeals (rational and emotional), message framing (positive and negative), and message source credibility (high and low) are manipulated in a 2×2×2 factorial experiment. Experimental samples are 217 students in National Cheng Kung University. In the statistical method, this study utilizes independent sample t test and two-way ANOVA to test the hypotheses. Regarding the direct effects, the results of this study indicate that message source credibility has positive effect on advertising performance, the positively framed messages result in better purchase intention than negatively framed ones, and low-NFC consumers perceive better advertising performance than high-NFC consumers. Regarding the interactive effects, this study finds the NFC can moderate the effects of message appeals, message framing, and message source credibility on advertising performance. Specifically, while high-NFC consumers prefer the messages of rational appeals and the negative framed messages, low-NFC consumers respond favorably to the messages of emotional appeals and the positively framed messages, and the message source credibility is more important to low-NFC consumers than high-NFC consumers. Moreover, this study also finds that when message sources with higher credibility present rational messages and message sources with lower credibility present emotional messages, three are more favorable effects on advertising performance. In addition message sources with lower credibility should present the positively framed messages. |