| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 99 === The anti-smoking campaign and relative policies is growing around the world in these years. However, there were not much related researches in Taiwan. In addition, our anti-smoking policy really fallen behind which compared to other developed countries. It’s became the motivation of this study. This thesis focuses on cigarette warning label issues, and measure advertising effectiveness of warning label area. In addition, it also considers the disturbance variables, including involvement and advertising appeals.
This study conducted experiment method. According to literature review, the Independent variable based on current world warning label policy, we define three levels of different warning label area. This study take the smoker in Taiwan as research objects in order to distribute 180 questionnaires, 177 of which are retrieved and the valid ratio is 98%. As the result of experiment, we found that the advertising effectiveness of cigarette warning area wasn’t distinct, but that would be affected by involvement and advertising appeals.
The result of research supported part of fundamental hypothesis. The effectiveness of attitude could be higher when the warning label was emotional appeals. The smoker with lower involvement would have higher effectiveness of purchase intension. Beside of that, this study also found that the current cigarette warning label isn’t work anymore.
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