产品知识、涉入程度对处方药药商广告效果之影响.pdfVIP

行銷評論，2008 年春季 第5 卷，第1 期，頁81-104 產品知識、涉入程度對處方藥藥商廣告效果之 影響 黃銘章 靜宜大學企業管理系（所） 孫詩蘋 飛碟廣播電台駐中部特派記者 摘 要 在處方藥廣告尚未解禁的國家或地區（例如台灣），處方藥藥商廣告 之內容受法令限制，不得揭露藥品名稱及療效，因此，藥商常以醫藥新知 或健康提醒做為廣告訴求，希望引起消費者的注意，進而誘發進一步的行 為。然而，這類廣告訴求能否產生效果？本研究從消費者角度，探討消費 者的產品知識與涉入程度對處方藥藥商廣告效果之影響，以中部地區四所 醫藥相關大學與四所傳統大學的學生為受測者，總計回收 449 份有效問 卷。研究結果發現，產品知識與涉入程度，對處方藥藥商廣告的察覺有正 向的影響，而產品涉入程度高之受測者，也對廣告訊息內容產生較正面的 廣告情感態度，但產品知識對於處方藥藥商廣告之情感態度無顯著影響。 關鍵字：產品知識、涉入、廣告效果、處方藥廣告 The Role of Product Knowledge and Involvement on the Effect of Prescription Medication Advertisement Ming-Chang Huang Providence University Shih-Ping Sun Providence University 82 行銷評論 Abstract Identified branded medications or curative effects are not permitted to appeal directly to customers in those countries where prescription medication advertising was prohibited. The medical firms used the appeals like “we cared about you” or “see your doctor” to reach customers. Dose these kinds of advertisements can attract customers? The purpose of this research is to examine the influence of product knowledge and involvement on the effect of prescription medication advertisement. Participants were undergraduate students who were selected form 4 medical and 4 traditional universities around Taichung. 449 valid samples were collected. The results show that both knowledge and involvement have positive effect on the awarenes