"A Touching Advertisement will Affect Purchase Intention ?": An Experimental Study of the Moderating Effects of Affect Intensity and Perceived Value

• Main Authors: Chang, Chihching, 張芝菁
• Other Authors: Fang, HsiangMing
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/22273415388279012316

碩士 === 靜宜大學 === 國際企業學系 === 101 === Advertising is a persuasive communication through the media (Engel, Balckwell & Miniard, 1990). The main purpose is to convey the product message effectively to the consumers and to attract consumers' attention, induce consumers’ purchase intentions and behavior. Therefore, advertising is an important tool and media for consumers and enterprise. However, consumer really can experience the message that enterprise want to convey after them watch the advertising? Really can have affect that enterprise expected? What important factors in the influence process? These issues induced research motive of this study. This study is focus on whether there have significant different in the different appeal types of advertising on the degree of consumers' empathy? Second, is personal affect intensity has a significant positive moderating role on the relation between advertising appeals and empathy? The degree of empathy will affect consumers toward the advertising attitude to affect purchase intention? Is perceived values has a significant positive moderating role on the relation between advertising attitude and purchase intention. This study use experimental method to prove five hypotheses. The sample are 411 students in an university divided into two groups. The rational group include 213 students who watch rational advertising, then the emotional group include 193 students who watch emotional advertising. Then use survey to collect data to test the hypotheses. According the result, we can offer recommendations to academic and practical. Finally, the major findings were as follows: (1)Emotional appeals advertising have better significant positive influence than rational appeal advertising on empathy (2)The affect intensity is stronger, the advertising appeals have stronger positive influence on empathy. (3)The empathy is stronger after watch advertising, the advertising have stronger positive evaluation attitude. (4)Positive evaluation attitude will increase purchase intention. (5)Individual perceived values is higher, the advertising attitude have higher influence on purchase intention.