A Study on the Influence of Purchasing Intension of Advertising Comparative Strategy and Advertising Appeals Under Different Product Involvement Level

• Main Authors: Yet-Ming Lin, 林岳民
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/93124385523812130788

碩士 === 真理大學 === 管理科學研究所 === 91 === Advertisement plays the key role in communication between the firm and the consumer. Consumer can not only obtain more product information and knowledge but reduce the searching cost through it. Comparative advertising contains obvious and strong message cues to catch the consumer’s attention. This article searches for the influence of purchasing intension of advertising comparative strategy and advertising appeals under different product involvement level. To analyze the main effects and the interactive effects of two factors, the two-way ANOVA analysis is established. The result shows that the main effects of two factors are significant in both high and low product involvement level. But the interactive effects of two factors are insignificant both in high and low product involvement level. The differential strategy has more significant effects than associated strategy. The Two-Sided Appeal has more significant effects than One-Sided Appeal.