| 摘要註: |
以往一些研究文獻指出,若在廣告中使用感性訴求比起使用非感性/理性訴求消費者對於廣告態度具有較正向的影響。然而,根據調節配適理論的角度來看,本研究卻認為,消費者對於不同服務類型之廣告態度,感性的訴求並不全然都比理性的訴求較具有正面的影響。因此,本研究的第一個目的是要探討服務類型與廣告訴求的搭配是否有具有良好之配適度。然而,在顧客方面的討論,認知需求經一致發現,這種特質可以預測個人處理任務和社會訊息之過程上,且具有高認知需求的個體往往享受全神貫注的認知思考方式。因此,本研究的第二個目的是探討顧客的認知需求程度是否會對服務類型和廣告訴求之配適度與顧客對服務的態度之間的關係產生干擾影響。本研究探討服務類型與廣告訴求之配適度,實驗設計採取2 (服務類型:實用型與享樂型) x 2 (廣告訴求:理性訴求和感性訴求)因子實驗設計,檢驗消費者的感知配適度。受測者是來自在台灣就讀大學的大學生,每位受測者會被隨機分配到其中一種情境,有效回收問卷137份。本研究此部分將以二因子的變異數(Two-Way ANOVA)分析樣本。本研究實驗結果表明,廣告訴求要“匹配”服務類型。此結果與先前的研究相呼應。在另一方面,顧客的認知需求程度對配適度與服務態度之間的關係產生干擾影響。本研究應用調節配適理論來探討服務類型和廣告訴求之間的配適度,其可以增加到目前調節配適等相關文獻中。此外,本研究將顧客的個體差異(例如:認知需求)考慮進該模型中,這擴展了調節配適理論。在實踐中,本研究的結果可以幫助服務業者提供服務類型和廣告訴求之間的良好配適度來吸引顧客。 Some researchers pointed out that the emotional appeal in advertising has more positive effects on the consumer attitude toward the advertisements than non-emotional/rational appeal in advertising. However, based on the perspective of regulatory fit theory, this study argued that the using emotional or rational appeal in advertising should depend on service types. Thus, the first purpose of this study is to investigate whether there is fit between service types and advertising appeals. For a customer, need for cognition have been consistently found that this characteristic to be predictive about the manner in which individuals deal with tasks and social information, and individuals with a high need for cognition tend to enjoy concentrated cognitive efforts. Thus, the second purpose of this study is to explore whether customer need for cognition would moderate the relationship between service type-advertising appeal fit and customer preference toward the service or not.An experiment in a 2 (service types: utilitarian service vs. hedonic service) x 2 (appeal in advertising: emotional appeal vs. rational appeal) factorial design is conducted to examine these effects on the fit. Questionnaires were distributed to undergraduate students from a university in Taiwan. Participants are randomly assigned to one of the four scenarios, and 137 valid questionnaires were collected. Two-Way ANOVA is implemented to analyze the data. The experimental results showed that the advertising appeals should "match" the service types. Furthermore, the relationship between fit and attitude toward service was moderated by the customer's degree of NFC. This study takes individual difference of customers (e.g., need for cognition) into account in the proposed model, and applies the regulatory fit theory to provide the explanations for the suitable combinations between service types and advertising appeals. This may add to the current understanding of the regulatory fit theory literature. In practice, the findings of this study may help the service providers attract customers by presenting a good fit between service types and advertising appeals. |