廣告訴求、產品屬性及消費者自我監控程度對廣告效果之影響──以銀髮族產品為例

The Influence of Advertising Appeals, Product Attributes and Self- Monitoring by Consumers on Advertising Effects

本文主要目的為了解在不同廣告訴求因子（感性訴求／理性訴求）與不同產品屬性（表現效用性／工具效用性），在消費者之自我監控程度（高自我監控／低自我監控）的干擾調節下，對廣告態度、品牌態度與購買意願等廣告效果之影響。本研究採用2 x 2的實驗設計，受測樣本為銀髮族保健產品的購買者與使用者，有效問卷為237份，主要的資料分析為變異數分析，研究結果如下：1. 不同廣告訴求方式對品牌態度有顯著影響，尤其理性訴求較感性訴求有較佳的效果。而不同廣告訴求方式對廣告態度與購買意願沒有顯著影響。2. 不同產品屬性方式對廣告態度與購買意願有顯著差異，而表現效用性較工具效用性有較佳的影響。但不同產品屬性對品牌態度則沒有顯著差異。3. 不同廣告訴求與產品屬性的交互作用下，對廣告態度、品牌態度與購買意願都有顯著差異，分析結果顯示出理性訴求搭配表現效用性產品屬性有較佳的廣告效果，而感性訴求則要搭配表現效用性的產品屬性才有較佳的廣告效果。4. 在消費者之自我監控程度干擾下，不同廣告訴求方式對廣告態度、品牌態度與購買意願有顯著差異。對高自我監控者而言，感性訴求有較佳的廣告效果；而對低自我監控者而言，理性訴求則有較佳的廣告效果。5. 在消費者之自我監控程度干擾下，不同產品屬性方式對廣告態度、品牌態度與購買意願有顯著差異。對高自我監控者而言，表現效用性的產品屬性有較佳的廣告效果；而對低自我監控者而言，工具效用性的產品屬性則有較佳的廣告效果。6. 在消費者之自我監控程度的干擾下，不同廣告訴求與產品屬性的交互作用下，對廣告態度、品牌態度與購買意願皆沒有顯著差異。

The main objective of this research was to investigate the effect of three factors:“attitude towards the advertisement” (AttAd), ”attitude towards the brand” (AttB), and “buying action” (BA) when potential consumers were presented with different types of advertising appeals(emotional/rational) and different types of product attributes (expressive performance/instrumental performance). Self-monitoring by consumers (high /low) was a confounding variable. This study used a 2 x 2 factorial experimental design. Questionnaire surveys including various ads for health products were distributed and 237 valid responses were received. The data was analyzed by analysis of variance (ANOVA).The results are as follows: 1. The effects of AttB with different type of advertising appeals were different. The effectiveness of rational appeal was significantly better than emotional appeal, but there were no significant differences in the effect of AttAd or BA with different types of advertising appeals. 2. The effects of AttAd and BA with different types of product attributes were different. The effectiveness of expressive performance was significantly better than instrumental performance, but there was no difference in the effect of AttB with different types of product attributes. 3. The effects of AttAd, Attb, and BA with different mixes of advertising appeals and product attributes were different. The interaction effects between types of advertising appeals and product attributes for AttAd, AttB, and BA were also different. Rational appeal matched with expressive performance attributes and emotional appeal matched with instrumental performance attributes produced the best advertising effects. 4. The effects of AttAd, Attb, and BA with different types of advertising appeals confounded by selfmonitoring by consumers were different. For high self-monitoring consumers, emotional advertising appeals produced the best advertising effects. For low self-monitoring consumers, rational advertising appeals produced the best advertising effects. 5. The effects of AttAd, Attb, and BA with different types of product attributes confounded by selfmonitoring by consumers were different. For high self-monitoring consumers, expressive performance attributes produced the best advertising effects. For low self-monitoring consumers, instrumental performance attributes produced the best advertising effects. 6. Self-monitoring by consumers made no significant difference on the effect of AttAd, Attb, or BA with different mixes of advertising appeals and product attributes.