廣告訴求對消費者購買意願之影響效果研究──以產品屬性、產品知識、知覺風險及品牌承諾為干擾因子

Effect of Consumer Buying Intention on Advertising Appeals-With Product Attributes, Product Knowledge, Perceived Risk, and Brand Commitment to be Interference Variables

隨著市場上的產品逐漸多元，消費者能選擇的產品越來越多，廠商在廣告行銷時變得更需要貼近消費者，但廣告訴求可分為兩種，一是理性訴求，另一則是感性訴求，在這兩種訴求的情況下，對應到不同的產品屬性、產品知識、知覺風險、品牌承諾，皆可能造成消費者購買決策上的改變。在過去研究中，大部分的學者主要使用迴歸分析或路徑分析來探討變數與購買行為之間的關係，而本研究將廣告訴求設為自變數，購買行為設為應變數，而產品屬性、產品知識、知覺風險、品牌承諾設為干擾變數，並設計成四個不同實驗的問卷進行發放來探討消費者的行為，最後依ANOVA分析模型所得之研究結果提供學術上的貢獻，以及針對企業在進行廣告行銷時提供學術上的成果建議，本研究建議企業主可由多元的角度切入設計廣告，並且要清楚了解自己的產品屬性，及消費者對於該產品的熟悉度…等，若能給予消費者更貼近的廣告感受，對於企業本身也可能有助於銷售上的表現。

Consumers can have more choices with growing categories of products following the emerging numerous goods. Tailoring the needs of consumers is essential for manufacturers on marketing advertisements. The advertising appeal can separate two parts, one is rational appeal, and the other is emotional appeal. In these cases, corresponding to different product attributes, product knowledge, perceived risk, brand commitment, all of which might result in changes in consumer buying decisions.In previous studies, most scholars used OLS and Paths analysis to explore the main variables and the relationship between buying behavior and advertising appeal. This study will set advertising appeals as the independent variable, and then dependent variable is set to purchase, and product attributes, product knowledge, perceived risk and brand commitment to set the interference variables. Four different experiments were designed to distribute the questionnaire to explore consumer behaviors. The final results can be contributed on academic field as well as enterprises in advertising and marketing. Viewpoints of multiple dimensions on the design of advertising, intact understanding on product attributes, and consumer familiarity with the specific products are suggested for business owners on effectively promoting the related goods. Only when the advertisements can make consumers much closer to them can the enterprise benefits from the significant selling growth.