| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 101 === It is an important issue regarding to how to enhance mobile advertising’s communication effect. Due to the number of smart device gradually increased, there are many business owners raising their mobile advertising’s budget into the market. From a technical perspective, mobile ads can not be compared with computer-mediated network advertising, because of its less capability to hosting Rich Media and create virtual direct experience (VDE), so current studies have suggested that it is better to communication with customers about “search attributes”, because it is much easier to confirm it before purchasing; or according to the “Timeline” of Construal-Level Theory, it still needs some time to make decision at the moment customers see the mobile ads. Therefore, it is important emphasize the core features of products (such as function and quality) and abstract conception instead of mentioning the secondary feature and concrete operating process. However, it is a different way with pratical advertising operation, because usually an adverting will introduce the whole aspects of products itself and will not describe them separately, avoiding increasing the budget.
The main purpose of this study is to figure out brand new distance dimension of CLT – Product Attributes. Examining if the product attributes represents the different psychological distance, so customers are prefer to different information. Observing whether the participants of this Study will result to different advertising communication effect due to mobile ads present different affect information (concrete/ abstract) with different product attributes (search/ experience). Past research points out that different psychological distance influences customers have different preference of information. When psychological distance is far, customers are prefer to abstract information, and when psychological distance is near, customers are prefer to concrete information. Affect can be viewd as a form of information.
A 2 (produtct attributes: search and experience) x 2 (affect: concrete and abstract) between- subjects factorical experimental design was conducted, and main purpose is to find out what is the influence by advertising communication effect. The research subjects are the students of SHU. The sampling method is convenience sampling and randomly assigned them to different group. Totally, the successful quantity of participants is 134.
The research result dedicate the influences of affects to advertising communication is indeed moderated by product attributes. Therefore, product attributes exist the different psychological distance of customers’ minds. Main effect of affects to advertising communication does not exist. When ads present concrete affect with experience attribute (psychological distanceis near), the effect of ads is better. When ads present abstract affect with search attribute (psychological distanceis far), the effect of ads is better. The research conclusion not only provides the whole new theory aspect of CLT, but also combines the theory and pratical operation. It will not limit advertiser to show designated product attributes, as long as following the matching rules of product attributes with affects, and all the attributes can be shown up in the advertising and gain expected advertising effects.
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