The Effecs of Comparative Advertising and Product Involvement on Advertising Effect----Examination for Take Print Advertising of Sport Shoes and Sport Drink

• Main Authors: I Ching Tais, 蔡宜靜
• Other Authors: weililin
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/59232255672062662209

碩士 === 國立體育學院 === 體育研究所 === 88 === The Effects of Comparative Advertising and ProductInvolvement on Advertising Effect --Examination for Take Print Advertising of Sport Shoes and Sport Drink ABSTRACT The purposes of this study were to investigate the advertising effects of comparative advertising and product involvement on sport products, and to explore the effects of product involvement, the mediating variable, on the advertising effect of various types of comparative advertising. Subjects were 306 students randomly recruited from National College of Physical Education & Sports, Chang Guan University, and Ming Chuan University. Sport shoes and sport drink were the target products in this experiment. The collected data were analyzed by 3×2 two-way ANOVA. The results were as follows: 1.There were significant advertising effect of direct comparative advertising on attitude toward ad and brand, but no significant advertising effect was found on brand cognitions and purchase intention. Consumers were stimulated by attribute comparison of the advertising content, and felt more positive effects on attitude toward ad and brand. 2.There was significant advertising effects of high product involvement on attitude toward ad, and there were significant advertising effects of low product involvement on brand cognitions and purchase intention. There was no significant advertising effect of high and low product involvement on attitude toward brand. 3.There was significant interaction between advertising types and product involvement on brand cognitions only. Direct comparative advertising with low product involvement revealed better advertising effect. Key words: sport products, comparative advertising, product involvement, advertising effect, print advertising