简讯广告标题与广告诉求之广告效果研究astudyof-朝阳科技大学.pdfVIP

簡訊廣告標題與廣告訴求之廣告效果研究 吳文貴 羅浣云 朝陽科技大學企管系 摘要 本研究目的在分析消費者接受簡訊廣告訊息過程中，消費者對簡訊內容，包 括廣告標題 、廣告訴求的認知，對廣告效果的影響。本研究透過實驗設計，以中 部地區 480 位大學生為研究對象，將實驗用簡訊傳遞給受測者，並以問卷方式檢 測廣告效果。研究結果顯示，在實體產品─數位相機方面，問句型標題的廣告效果 較其他標題佳 ，廣告訴求、廣告訊息涉入則無顯著影響，廣告標題、廣告訴求二 者，僅於廣告態度的影響上有交互作用；在服務性產品─來電鈴聲方面，廣告標題、 廣告訴求、廣告訊息涉入三者，對於廣告效果均無顯著影響，但廣告標題、廣告 訴求二者，於廣告認知、廣告態度及購買意願的影響上則有交互作用。最後，本 研究也提出若干理論與實務涵義。 關鍵字：簡訊廣告、廣告訴求、標題修辭、廣告效果 A study of The SMS Advertising Headlines and Appeals on Advertising Effect Wen-Kuei Wu Wan-Yun Luo Chaoyang University of Technology Abstract The purpose of this study is to examine the influencing factors of short message service (SMS) on advertising effect, including audience’s cognition of advertising headlines, appeals of SMS in cell phone and audience’s involvement. In a between-subjects experiment, 480 students from two universities in the middle of 1 Taiwan responded to questionnaires designed to measure their perceptions after they received the experimental SMS. The experimental products were digital cameras and ringing tones. The findings indicate that within digital cameras, the advertising effects of question headlines of SMSs are better than other types of headlines. In contrary, within ringing tones, there are no differences on the advertising effects between headlines of SMSs. We also find that there are a few interaction effects between SMS advertising headlines and appeals. Finally, some theoretical, managerial implications and future researches are also discussed. Key words: SMS advertising 、advertising appeals 、headline rhetoric 、advertising effect. 壹、緒論