| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 105 === In recent years, the methods of sales promotion become increasingly diverse, promotional advertising is still the most common marketing strategy. Most manufacturers use attractive slogans to catch consumers' attention. However, promotion is often accompanied by many restrictions, which are usually placed in disclaimers. The promotional restriction may make consumers have negative perception, so manufacturers often use ambiguous advertisement to show to consumers. The attractive words and pictures on the advertisements are clear presented but the limitations are not obvious. It is difficult for consumers to detect general restrictions in promotional activities at the first time; it may ultimately lead to the difference between real consumption and expectation.
Consumers are easily affected by advertisement, which may change their evaluation and behavior. In the past, many researches focused on what types of advertising disclaimers can effectively deliver messages, as well as the presentation of time points, length of time, placement and font size, less research discussed the disclosure of promotional restrictions. Therefore, this research is going to discuss the interaction of consumer evaluation between promotional restriction and the disclosure of the advertising disclaimers. In addition, the consumer's own knowledge about manufacturers’ marketing strategy may also affect its evaluation and behavior. As a result, this research will also discuss the interaction of consumer evaluation between persuasion knowledge and advertising disclosure.
This study conducted two experiments, mainly for the interaction of advertising attitude between promotional restriction and advertising disclosure, as well as the interaction of consumer evaluation between persuasion knowledge and advertising disclosure. Whether the consumer's advertising attitude influences promotion evaluation, brand attitude and purchase intention is also in the research scope. Two experiments are different by the promotional forms: the promotional form in study 1 is conditional discount, the promotional restriction which directly indicated the limitation for the applicable consumption in this promotion. The promotional form in study 2 is coupon, the promotional restriction which shows limitation of next-time-used coupon on the advertisement. Each study uses 2 (the extent of promotional restrictions) x 2 (the extent of advertising disclosure) with persuasion knowledge as a measured variable. The results were verified by these two experiments with SPSS PROCESS.
The effective sample was 292 in Study 1 and 240 in Study 2, the results of these two experiments show that: compared to clear advertisement, when consumers find that advertisement is not clear, if the promotional restrictions are strict, the advertising attitude may have more negative reaction. In addition, no matter consumers find out the complete information or not, the higher the persuasion knowledge, clear advertisement may have more positive reaction on advertising attitude. If consumers don’t know the full information, although advertising attitude is not significantly negative when the disclosure is not clear, however, with the development of technology and the prosperity of social media, consumers have more access to collect information. Thus consumer’s persuasion knowledge is higher and higher and most consumers will finally find the complete promotional restrictions. Therefore, unclear advertisement has more negative reaction on advertising attitude. Moreover, the response to the advertising attitude will then affect promotional evaluation, brand attitude and purchase intention. The research results can help manufacturers that the consumer behavior when they contact promotional advertisement. No matter the extent of promotional restrictions, manufacturers should provide clear advertisement for consumers.
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