汽車品牌個性與廣告陳述之調節適配對廣告效果之影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/45032

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/45032

Title:	汽車品牌個性與廣告陳述之調節適配對廣告效果之影響 The Effect of Regulatory fit Between Automobile Brand Personality and Advertising Statement on Advertising Effectiveness
Authors:	吳柏霖
Contributors:	行銷碩士學位學程碩士班
Keywords:	調節焦點汽車品牌品牌個性廣告效果
Date:	2019
Issue Date:	2019-09-19 09:21:31 (UTC+8)
Abstract:	根據台灣車輛工業同業公會統計之數據顯示，2018年汽車的總銷售量對比前年衰退了2個百分比，這可能是因為共享經濟的崛起使得汽車市場正逐步衰退然而，在汽車品牌眾多的情況下，該如何於競爭越趨激烈的市場中脫穎而出，是各家品牌汽車業者面臨的重大挑戰。為了吸引消費者，汽車品牌業者大多是透過廣告的方式宣傳自己的產品，不僅可以提高產品的能見度，消費者也能夠經由廣告更認識廠商的產品定位。事實上，廠商在經營品牌時，會賦予品牌個性，以吸引具有相似個性之消費者產生興趣。在廣告文案方面，過去也有許多學者根據調節焦點的論點進行商品陳述的相關討論，但鮮少有研究將調節焦點與品牌個性綜合談論。因此，本研究是聚焦在汽車廣告情境，並根據調節焦點理論探討如何依據不同汽車品牌個性來設計廣告文案以獲得較高的廣告效果。本研究採用實驗室實驗法，並操弄廣告中之汽車品牌個性屬性（刺激／純真）以及廣告陳述屬性（促進／預防），並衡量對廣告效果之影響。本研究共募集152名受試者參加實驗。研究結果顯示，當汽車品牌為純真（刺激）屬性時搭配預防（促進）屬性的廣告陳述會比起使用促進（預防）屬性的描述獲得較高的廣告態度與品牌態度。本研究之結果可提供各家品牌汽車業者在網路廣告陳述設計策略上一個實務參考與建議。 According to the statistics of the Taiwan Vehicle Industry Association (2017), the automobile sales volume in Taiwan has increased annually in recent years. Numerous car brands are sold in Taiwan, and standing out in the highly competitive car market is a great challenge. To attract consumers, companies promote their products through advertising, which not only improves the visibility of products but also gives consumers a better understanding of the product positioning of manufacturers. Manufacturers use brand personality to attract consumers with matching personalities and increase the interest of these consumers. In the past, many scholars have put in the arguments to adjust the focus to carry out relevant discussions and have placed less focus on adjustment and brand personality. Therefore, this study investigated the situation of automobile advertising and considered the advertising design of various car brand personalities according to the theory of adjustment. Advertising copy to get a stronger advertising effect. In laboratory experiments, this study manipulated the influence of car brand personalities (stimulus or innocence) and advertising statement attributes (promotion or prevention) on the effectiveness of advertising. A total of 152 subjects participated in the study. When the car brand had the innocence (stimulus) attribute, advertising copy with the prevention (promotion) attribute had a stronger advertising attitude and brand attitude. The results of this study provide a practical reference and advice for the automotive industry regarding online advertising presentation strategies.
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