廣告寵物品種特性對寵物商品廣告效果之影響─以飼主產品知識為調節變項

外文標題: 
The effect of Advertising Pet Breed Characteristics on Pet goods Advertisig Effectiveness: Petowner’s Product Knowledge as a Moderator
校院系所: 
東吳大學心理學系
指導教授: 
王叢桂
出版年份: 
2014年
主題類別: 
摘要: 

本研究的主要目的在探討代言寵物品種特性、產品知識與產品類型對廣告效果的影響,過去代言人研究顯示,不同種類的代言人所引發的代言效果適用於不同產品與廣告中,然而卻從未探討以寵物作為代言人的效果是否如名人代言般有效。在探討廣告中寵物圖案出現的有無發現,相較於廣告中未出現寵物圖案,廣告中有出現寵物圖案會造成觀看者以較多的捷思方式處理說服訊息,並有較正向的廣告態度與品牌態度及較高的購買意願。本研究將寵物品種特性(有標示/未標示品種犬)、產品知識(高/低)以及產品類型(功能性/象徵性)加入探討對廣告效果的影響。
本研究以準實驗法進行,在問卷中呈現代言寵物商品廣告,請參與者觀看後寫下對廣告的任何想法、意見、感覺和反應,並測量廣告效果與參與者的產品知識,最後請參與者填寫基本資料。參與者為網路上各網站、論壇募集有飼養寵物犬之飼主,共計120位。研究結果顯示,代言寵物品種特性、產品知識與產品類型對廣告效果有三階交互作用,並且在未標示品種犬、低產品知識象徵性產品組有最高的廣告效果。高產品知識組則不因代言寵物品種特性不同而產生廣告效果之差異,研究者推論產品知識高低為代言寵物品種特性對廣告效果的主要調節作用,並討論這些發現對消費者行為研究與實務的意義。

外文摘要: 

The purpose of the study was to examine how pet breed characteristics, product knowledge and product types influence advertising effectiveness. Past studies on spokesperson have shown that different types of endorsers triggered endorsement effect fit in different products and advertisements. There were no previous studies discuss whether the effect of pet endorser is as effective as human’s. We discover that if the ad shows a pet’s photo, viewers use more heuristic process than systematic process. Have more positive attitude on ad and brand, have higher purchase intent. In this study, we discover pet breed characteristics, product knowledge and product type which influence the advertising effectiveness.
In this research, we use quasi experiment design. By appearing pet goods advertisement, we let participants write down their any thought, opinions, feels and reactions. Then measure advertising effectiveness and their product knowledge. Last we have participants fill in their basic information. Participants are dog owners found in social network or forum, total 120 participants. The results show that pet breed characteristics, product knowledge and product type have interactions and have the most positive advertising effectiveness in unmarked breeds dog, low product knowledge and symbolic product condition. People with high product knowledge won’t have different advertising effectiveness when facing different breed characteristics. Researcher inferences that the level of product knowledge is a major moderator causing the effect of advertising pet breed characteristics on advertising effectiveness. Finally, contributions, limitations and future directions were discussed.