| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 96 === According to the report from Department of Health Executive Yuan. Roc in 2007, the exaggerating advertisement from internet, it is easy to attract the consumers into a trap. In further research, the lawless cosmetic advertisements are full of silly commodities, unclarity description; or only shows the brand, photos and slogan on the surface. In month Jan to June 2007, there are 151 kinds of lawless cosmetic advertisements. With the rising awareness of consumerism, the marketing is been doubted constantly. For example, the misleading advertisement or flam information and so on. Therefore, the content of advertisement affects the consumer’s purchasing intension deeply. This research use the moderator of advertisement ethics to discuss the consumer’s involvement whether exist the significantly effect in purchasing intension. The main model of this research refers the Involvement Conception model by Zaichkowsky (1985) to treat the involvement from the consumer on online shopping. Also refer to the MES model by Reidenbach and Robin（1990）to constitute the variables of advertisement ethics. On the premise, when consumers purchase the cosmetics, due to their Ethics awareness, cause the different purchasing intension. Questionnaire was the mainly research method. The samples were recruited from internet and focus on the Cosmetic Consumers. In total, 800 questionnaires were distributed to conveniently sampled subjects. Of them 312 were found usable, resulting in a response rate of 39%. Via the result after Pearson analysis, this research receives the following result: all variables have significantly positive effects. And by Hierarchical Regression analysis, the result as follows: (1) With the moderator of advertisement ethics, the results indicate that personal involvement has negative effects on purchasing intension. (2) With the moderator of advertisement ethics, the results indicate that product involvement has negative effects on purchasing intension. (3) With the moderator of advertisement ethics, the results indicate that involvement don’t have significantly effects on purchasing intension.
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