Effects of Online Advertising Appeal and Cognitive Need on Consumer’s Purchase Decision

• Main Author: 張杰
• Other Authors: 梁定澎
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/efh62s

碩士 === 國立政治大學 === 資訊管理學系 === 105 === Social media and the Internet are inseparable elements of modern human life. Online advertising becomes a popular method for vendors to access their consumers. Advertising appeals are important in attracting consumers’ attention of products and services. In this study, we investigate the effect of online advertising appeals on consumer’s purchase decision using the Elaboration Likelihood Model (ELM) that proposes a central-peripheral dual-route persuasion mechanism. We designed an instrument to measure the perceived route in decision processes and applied it in an online experiment to examine how different appeals affect the central and peripheral routes in consumers’ decision processes. The results indicate that advertising appeals have significant effect on decision routes. Cognitive needs are found to have interaction effects. Decision through different routes also have significant effect on consumers’ decision, while product types have moderation effects.