The Influence of Advertising Comparative Strategy and Advertising Appeals on Purchasing Intention: The Moderate Effect of Product Involvement

[[abstract]]廣告在廠商與消費者之間扮演關鍵性的資訊傳遞角色，經由廣告消費者可以獲取更多與產品相關的知識，進而降低資訊蒐集的成本，對產品有更深入的認知與了解。比較性廣告運用顯著對照、訴求強烈的訊息以期對消費者產生影響作用，引起消費者的注意和興趣，達到溝通的目的。本研究旨在探討比較性廣告在運用不同廣告比較策略搭配不同廣告訴求方式，在不同產品涉入程度下，對消費者購買意願的影響。採用t檢定與變異數分析法，探討因子水準組合的影響效果。研究結果發現廠商採用兩個變數組合中的關聯性／單面訴求、關聯性／雙面訴求廣告時，分別對產品涉入程度高（低）的消費者的影響效果，比產品涉入程度低（高）的消費者的影響效果更顯著。[[abstract]]Advertisement plays the key role in communication between the firm and the consumers. Consumer not only obtain more product information and knowledge, better realize and understanding through advertising but reduce the searching cost through it. Comparative advertising use obvious compare and strong message cues to influence and catch the consumer's attention and interesting then reach the goal of communication. This article explores the influence of purchasing intension of advertising comparative strategy and advertising appeals under different product involvement level. To analyze the combinative effects of two factors, the t test and analysis of variance is used. The result shows when company use two variables combination strategy, like associate/one-side, associate/two-side appeal, the influences on the consumer's buying intention of high (low) product involvement more significance than low (high) involvement one respectively