A Study on the Impact of Advertisement towards Consumer’s Attitude by Elaboration Likelihood Model (ELM): A Case Study on Domino Pizza

• Main Authors: WU, MIN-RONG, 吳旻融
• Other Authors: HSUI, CHE-YU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/rb434r

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 107 === 　　This study mainly investigates theimpact of Domino Pizza’s advertisement of health-oriented and low-price promotion towards consumer’s attitude by using Elaboration Likelihood Model (ELM). Through the issuance and collection of questionnaires, and through narrative statistics and t-test analysis, we can understand the differences in consumer’s advertising attitude between different demographic variables and involvement. The questionnaire was based on the Likert five-point scale, and a total of 399 valid questionnaires were collected. 　　The study found that male consumers have a higher level of involvement in pizza products. From the point of age, the main consumer group is between 20-24 years old. In terms of the different places of residence, consumers in Yunlin have higher involvement in pizza than consumers in other counties and cities. However, consumers with high involvement are more likely to emphasize the low-cost promotion advertisement than to emphasize the health-oriented advertisement, which is different from the literature reviews. This study concludes that this result is related to the age of consumers. In addition, this study investigated the advertising preferences of Domino's Pizza consumers with a Chi-square test. The results show that although they have launched advertisements that emphasize health to promote consumers with central path thinking characteristics to buy pizza, but the effectiveness is not good. Consumers prefer to choose the advertisement of low-cost promotion than health-oriented advertisement no matter what gender, age and place of residence.