| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所 === 98 === A survey of the national media contact rate of population in Taiwan by the AC Nielson Company (2008) shows that about 1/5 of the population are “heavy viewers”, TV commercials has naturally become the most important advertising medium. In today's highly competitive market, the manufacturers expected to through the advertisement exposure of media, triggers consumers to buy the products. With the people's health awareness get higher, the concept of healthy has come into portable food and drinks. From 2005, the “Weight-lose” functional tea beverages named “Fat-reducing” has presented to the market, these products’ advertisements claimed “Easy Slim”, and noticed by many consumers. Mass communication provides opportunities to socialize and promote products, and could change people’s lifestyles and habits at the same time. Under the media’s strong and continuous catalysis, it creates the social acceptance ideal size of “slim” and “fit” body image, results the difference of individual reality and ideal body size. The studies research between advertising media and body image in domestic and abroad are mainly about media and female; while studies for particular beverage products and advertising presentation mode remains few. Therefore, this study aims to understand how advertising presentation mode affects the advertisement effectiveness of “Weight-lose” functional tea beverage buyers, and if the advertisement effectiveness is affected by the difference of body image and involvement.
The present study adopts the laboratory experiment using questionnaires to test the “Weight-loss” concept functional tea beverage brand- “每朝 healthy green tea” , with the advertising format being the operation experimental variable. The experiment groups are divided into three: the advertising attitude, brand attitude, and purchase intention. Involved participants are the college students at Private Chinese Culture University, National Taipei University of Technology, Taipei Medical University, and enterprises in Taipei, in which 101 valid questionnaires are validly retrieved for this study. The main analysis methods are based on ANOVA and two ways mixed-design analysis.
The result findings are shown as following:
1.The different advertising presentation mode causes significant difference on advertising attitude, and the presentation mode of Endorsers advertisement is significantly superior to Slice of Life and Humorous advertisement.
2.The involvement, body image and advertising presentation mode are found having no intervening effect on advertising attitude, brand attitude and purchase intention. Only by the direction of explanatory variables that affect the degree of involvement and advertising exposure mode, advertisements recommended by endorsers cause a negative attitude to the advertising impact.
3.Female consumers have better advertising attitudes than men on humorous advertisements; while the male consumers, the endorsers’ advertisements recommend have the best approach.
|
|---|
