| Summary: | 碩士 === 國立嘉義大學 === 管理研究所 === 92 === Because there are a lot of product messages prevalent in today society, consumer has been become from a message accepter to an active message filter. So, we think if companies want a good advertising effect, they need to make the consumer fully comprehend the benefits and values about the product. Gutman’s(1982) "Means-End Chain" have been proved by Graff(1997) and Zheng(2003) that can be used to measure the consumer subjective product comprehension. So, we try to introduce this model to advertising "Hierarchy of effects", and hope to understand the effect of advertising endorser and factual information cue on the consumer "advertising message comprehension".
This study use 4×2 two factorial experimental design. The experimental products are concrete cellular phone and intangible credit card services, and we use collage students being our survey subjects, there are 322 valid samples were collected. The television advertising is our experimental tool, because this advertising form is more close to the reality and contains ecological validity. The control variables are different types of advertising endorser (celebrity / expert / typical consumer / company employee) and different levels of factual information cues (high / low), the mediate variable is consumer product knowledge structure. We hope to prove under the different factor conditions that the knowledge structure different have any significant different on the effect of consumer "advertising message comprehension" (attribute / consequence / value), "attitude toward advertising" and "attitude toward brand". Finally, we will test different types of advertising product (concrete cellular phone / intangible credit card service) on the effect of advertising.
The results are as follow：
1. The advertising message comprehension process will start from concrete "attributes" through abstract "consequences" to extremely abstract "values", and this process follows the "Mean-End Chain" hierarchical rule.
2. There really exists hierarchical relationship between "advertising message comprehension" and "advertising affection attitude". Only when consumers have fundamentally attributive advertising message cognitive comprehension, the following attitude and brand toward advertising effects are just can express.
3. There is significant difference at the effect of "advertising message comprehension", "attitude toward advertising" and "attitude toward brand" under different type of advertising endorsers. The typical consumer has the best effectiveness on the cellular phone, and the celebrity has the best effectiveness on the credit card.
4. There is significant difference at the effect of "advertising message comprehension", "attitude toward advertising" and "attitude toward brand" under different level of factual information cues. The effectiveness of high factual information cues is better than the low factual information cues.
5. There exists an interactive effect between different type of advertising endorsers and different levels of factual information cues, but the effect is different with the different types of product. Cellular phone advertising’s interactive effect is more significant than credit card advertising.
6. There is no significant mediate effect during the effect of "advertising message comprehension", "attitude toward advertising "and "attitude toward brand" under different levels of knowledge structure.
7. There is significant difference at the effect of "advertising message comprehension", "attitude toward advertising" and "attitude toward brand" under different types of product (concrete cellular phone / intangible credit card services).
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