The Impact of Advertisement Appeals on the Relationship between Customer's Perceived Value and Repurchase Intention - An Example of Beer

• Main Authors: Nien-Ying, Chiang, 江念穎
• Other Authors: Ming-Hung, Hsieh
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/40715947688882988935

碩士 === 實踐大學 === 企業管理學系碩士班 === 99 === In recent years, advertising volume of major media shows signs of slow growth. According to The Nielsen Company, Taiwan’s top five media (including radio and television) of advertisements are cable TV, newspapers, magazines, radio and outdoor media). From 2003 to 2009, advertisement volume has declined for seven years consecutively, However, various choices in media make viewers loss their patience in waiting for ad insertion time. Our study is based on the concept of Krugman (1965) passive learning theory to discuss the effect of different advertising appeals to consumer’s perceived value and repurchasing intention. Also this study attempts to measure the dimensions of perceived value, making the dimension perceived value dimensions more complete. The result of this study shows that part of perceived value concepts such as emotional response, social value, quality and monetary price influence repurchasing intention positively. Advertisements with different appeals such as joyful or sexual ones have moderating effect on the links of consumer’s perceived value and repurchasing intention. Moreover, advertisements with low pleasuring appeal and high sexual appeal do not have significant effect in consumer’s perceived value and repurchasing intention.