A study for advertising appeals and advertising effect on ready-to-eat frozen-shrimp: The moderator of spokesperson characteristic, and physical risk perception.
| Autor: | SHU-LING, HSIAO, 蕭淑玲 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 In recent years, result from the increasing penetration and utilization of the internet, the consumption behavior of countryman on the internet has been increased also. Therefore, the study is aimed at the influence of the consumers between advertising appeals and advertising effects on the users to execute the online food purchase behavior. In addition to explore two factors, the type of spokesperson and physical risk, to measure the physical risk cognition degree of the consumer in the face of different advertising appeals between the different types of advertising spokesperson and message recipient, and the relevance of advertising effect. The study was simulated through the contents of dynamic image advertisements of ready-to-eat frozen-shrimp and had been examined three hypothesis: 1. The relationship between the different advertising appeals and the advertising effect. 2. The relevance of the different types of spokespersons to the advertising effect under different advertising appeals. 3. The relevance of the difference of the cognition degree of physical risk under different advertising appeals. The survey was conducted by the internet users without being limited age, and the questionnaire was randomly distributed. Data was collected from the 205 valid questionnaires of the 320 delivered questionnaires, and analyzed by the SPSS18.0 statistical software. The results are as follows: 1. The rational appeal of advertising and emotional appeal advertising have no significant differences on the advertising effect. 2. The different types of spokesmen and the appeal no significant differences on the advertising effect. 3. The recipient of physical risk cognition and the types of advertising appeal have interactions with the advertising effect. In lower recipient of the physical risk cognition, the rational appeal of the advertising effect is higher than the emotional appeal. In higher recipient physical risk cognition, the rational appeal of advertising and emotional appeal have no significant difference. The study is expected to provide the results to the online frozen ready-to-eat shrimp industry for image advertising planning in order to facilitate the advertising effectiveness. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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