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題 名 | 茶類飲料電視廣告對消費者購買行為影響之研究=Impact Study of Tea Beverage TV Advertising Upon Consumers' Purchasing Behavior |
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作 者 | 李桂秋; | 書刊名 | 臺灣土地金融季刊 |
卷 期 | 35:2=136 1998.06[民87.06] |
頁 次 | 頁197-223 |
分類號 | 497 |
關鍵詞 | 廣告認知; 品牌認知; 廣告態度; 品牌態度; Ad cognitions; Brand cognitions; Attitude toward the ad; Attitude toward the brand; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,茶類飲料的銷售量或銷售值一直居臺灣六大類飲料之首位,而且該產業 廠商也投入相當高的電視廣告支出。1995年茶類飲料廠商投入電視廣告的費用約佔廣告及促 銷總費用之56.69%。廠商也渴望瞭解茶類飲料電視廣告的廣告效果及消費者偏好。為了探討 消費者對茶類飲料電視廣告的態度及其對購買行為之影響,本研究利用MEM模式來分析消費 者受到電視廣告刺激後,產生對電視廣告的認知,進而影響其對茶類飲料電視廣告的態度與 購買行為。 茲將本研究的實證結果歸納如下: 一、有關MEM模式前置變數之實證結果計有三點: 1.消費者對茶類飲料產品的認識係屬於低度涉入,而且消費者認為電視廣告是茶類飲料 產品促銷的最好方式。 2.消費者對於新奇、特殊的茶類飲料產品,並不特別熱衷。此外,消費者最喜歡的前三 種茶類飲料產品則是檸檬紅茶、立頓紅茶及綠茶等。 3.消費者皆認為茶類飲料電視廣告所提供的訊息,能令人感覺到茶類飲料具有消暑解渴 、清爽好喝之特色,且能幫助消化。 二、本研究將廣告認知區分為活動性、評價性及效能性等三個構面。此外,將廣告承諾區分 為感官上滿足的購買動機、社會訴求的購買動機以及避免不利情況的購買動態等三個構 面。經實證結果發現,廣告認知與廣告承諾會影響消費者對電視廣告期望之配合,且會 影響消費者對電視廣告的態度並加深消費者對茶類飲料產品屬性之瞭解。 三、本研究實證結果發現,廣告認知會影響品牌認知,而廣告態度除了會影響品牌認知外, 也會影響品牌態度。研究結果顯示,茶類飲料消費者對電視廣告的態度會強烈影響品牌 態度。 四、在不考慮前置變數的情況下,若以CFI值作為判斷基準時,MEM模式則優於DMH、ATH、RMH 及IIH等其他四個模式。 五、MEM模式很適合研究分析低度涉入的產品,能使消費者產生敏銳廣告認知的產品尤其適 用。 |
英文摘要 | Tea beverage has been the top beverage among six major beverages in Taiwan in recent years. Tea beverage firms has spent 56.69% of their promotion budget in TV advertising. Those firms earnestly want to know the TV advertising effects and consumer preference. This paper use the MEM Model to analyze the TV advertising cognition after the advertising stimulation, and then explore the advertising impacts upon the TV advertising attitude as well as the purchasing behavior. The research results of this empirical study are summarized as follows: 1.Three empirical results concerning the antecedent variables of the MEM Model are listed as follows: (1)The tea beverage belongs to low involvement product. TV advertising is considered as the best promotion method. (2)Consumer are not particularly interested in the innovative and specialized tea beverage products. The Lemon red tea. Lipton red tea and green tea are most popular products. (3)TV advertisng for tea beverage provides the message that tea beverage is good for thirst-curing, nice to drink and benefiting the digestion. 2.Advertising cognitions are classified into following three dimension: actiyity, evaluation and potency. Moreover, Advertising promises are classified into following three dimension: sensual gratification, social approval and mixed approach avoid. Research result indicated that Ad cognition and Ad promise will influence the Ad match. In addition, Ad of consumer and the awareness of product attributes are also influenced according. 3.This study finds that Ad cognitions can influence the brand cognitions. Ad has a strong relation with Ad, and Ad can directly influence consumer purchase intention. 4.Excluding the consideration of the antecedent variables, then we can find that the MEM Model showing the comparative fit indices (CFI) superior to the models of DMH. ATH. RMH and IIH. |
本系統中英文摘要資訊取自各篇刊載內容。