網路廣告之視覺角度對消費者購買意願的影響──探討產品外顯性與自我建構的干擾效果

Influence of Visual Perspective, on Consumers' Purchase Intention in Online Advertising- Examining the Moderating Role of Product Prominence and Self-Construal

本研究以網路廣告中產品的視覺角度為主，並以產品外顯性及自我建構作為干擾變數，探討其對消費者購買意願的影響。研究結果顯示，使用第一人稱和綜合視角，可提升外顯性低與獨立我消費者的產品之購買意願；使用第三人稱和綜合視角，可提升外顯性高與相依我的產品之購買意願。產品外顯性及自我建構分別和視覺角度的交互作用之下，兩者皆會透過知覺一致性之中介影響購買意願。

This research focuses on the visual perspective of products in online advertisements, and considers product prominence and self-construal as moderators to explore their impact on consumers’purchase intention. The results showed that the use of first-person and compound perspectives can improve the purchase intention when product prominence was low or consumers were with independent self-construal. However, when the product prominence was high or consumers were with dependent self-construal, the use of third-person and compound perspectives can improve the purchase intention. Both the interaction of visual perspective and product prominence, and the interaction of visual perspective and self-construal on purchase intention were mediated by perceived consistency respectively.