網站客製化廣告、產品屬性、以及消費者自尊心對於消費者的態度與行為之影響

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2021

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資訊科技的迅速發展改變了人們溝通與購物的方式,企業和行銷者開始使用電子平台以及社群媒體推廣銷售。因使用者接受的資訊量過多,資訊處理系統如: 客製化與個人化系統變成更加重要。已過研究指出,使用客製化技術帶來一些好處,如: 促進與客戶溝通的品質、收集客戶的資訊、提供企業有效的工具、以及促進消費者的經驗。本研究探討消費者對客製化廣告的態度和行為,探索消費者心理層面 ( 外表自尊心 ) 以及訊息內容 ( 產品屬性 ) 對消費者接受客製化過程中的影響。同時,取用Ducoffe的理論探索廣告價值在客製化對依變項 ( 廣告態度、品牌態度、購買意願 ) 的仲介效果。本研究進行2 ( 客製化: 客製化 vs. 非客製化 ) x 2 ( 產品屬性: 功利屬性 vs. 享樂屬性 ) x 2 ( 自尊心: 高自尊心 vs. 低自尊心 ) 的組間試驗設計。本研究創造四個網頁操弄客製化與產品屬性的變項,而使用外表自尊心的量表測受試者的自尊心。本研究收集240位女性受試者的資料進行研究與分析,以SPSS MANOVA檢定檢驗客製化、產品屬性、以及自尊心對依變項 ( 廣告態度、品牌態度、購買意願 )的影響,而使用SPSS Hayes Process Model 4 檢驗廣告價值的仲介效果。 研究結果指出,高自尊心的消費者接受客製化廣告比非客製化廣告呈現更高的品牌態度以及購買意願。對低自尊心消費者,客製化廣告比非客製化廣告呈現更高的購買意願,但對廣告態度與品牌態度並無顯著差異。當高自尊心消費者接受非客製化廣告時,享樂屬性訊息比功利屬性訊息呈現更高的購買意願。此外,廣告價值在客製化與依變項 ( 廣告態度、品牌態度、購買意願 ) 之間具有仲介效果,指明客製化能通過廣告價值正向的影響消費者態度與行為。
The common use of the internet and mobile devices has encouraged an increase in e-commerce and social media use for selling and promoting products. As the amount of information continues to grow, the technology of customization and personalization is needed to improve the effectiveness of providing information. A prior study shows that customizing information brings several benefits such as building communication, gathering information, improving company productivity, and enhancing consumers’ experiences. This study aimed to explore consumers’ attitudes and behavior when receiving customized advertising, as well as exploring the effect of their psychological beings (appearance self-esteem) and the content of the advertising messages (product attributes). Based on Ducoffe’s theory of advertising value, the mediation effect of advertising value between customization and the dependent variable was examined.In the study, a 2 (customization: customized ad vs. non-customized ad) x 2 (product attributes: utilitarian vs. hedonic) x 2 (self-esteem: high self-esteem vs. low self-esteem) experimental study was implemented. The customization and product attributes were manipulated, whereas self-esteem was measured using appearance self-esteem scales. A total of 240 young women participated in this study through an online survey. The factor analyses were tested using SPSS MANOVA, and the mediation effectsof advertising value were tested using SPSS Hayes Process Model 4.The results indicate that high self-esteem consumers had more favorable brand attitudes and greater purchase intentions when receiving the customized ad rather than the non-customized ad. For the low self-esteem consumers, the customized ad was more effective in terms of their purchase intention than the non-customized ad. In the non-customized advertising condition, the hedonic product attribute led to greater purchase intention than the utilitarian product attribute. High self-esteem consumers had higher purchase intention when receiving the hedonic product attribute than when receiving the utilitarian product attribute in the non-customized ad condition. Furthermore, advertising value mediated the effect of customization on the dependent variable, indicating that customization had influenced consumers’ attitude and purchase intention through advertising value.

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客製化, 自尊心, 產品屬性, 廣告價值, Customization, Self-esteem, Product Attributes, Advertising Value

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