| 摘要: | 價格敏感度是影響企業如何獲取超額利潤的重要因素之一，如何讓消費者願意付出更多的代價來購買產品成為企業重要的獲利方式。品牌在操弄廣告訊息最常使用的訴求可以劃分為理性訴求(rational appeal)與感性訴求(emotional appeal)，而此兩種廣告訴求會產生不同說服路徑去影響消費者的知覺價值(張幼齡等， 2009)，而也有學者發現，消費者所獲得的產品利益價值愈高，會產生較好的品牌態度(Okazaki, Mueller, and Taylor, 2010)，對其價格的重視程度會愈低(Bakos, 1991)。因此本研究之的第一個目的是探討理性廣告訴求與感性廣告訴求對價格敏感度之間是否存在負向關係。第二個目的是比較理性廣告訴求與感性廣告訴求對價格敏感度影響程度之差異。並以品牌形象、可支配所得、產品知識等為控制變數。根據研究結果，本研究提出理論與實務上之建議。
Affect consumer price sensitivity is an important factor in how to obtain excess profits, and how businesses to make the consumers are willing to pay more price to buy products has become an important way to profit. Brand in the manipulation of the most commonly used advertising appeals can be divided into rational appeal and emotional appeals, but these two advertising appeals will produce different paths to persuade consumers to influence the perceived value (Zhang young, 2009), but some scholars find that the interests of consumers obtained value of the product is higher, will produce a better brand attitude (Okazaki, Mueller, and Taylor, 2010), and will make lower price sensitivity (Bakos, 1991). Therefore, the first objective of this study was to investigate the relationship between the rational advertising appeals and emotional advertising appeals have existence a negative relationship of consumer price sensitivity. The second purpose is compare difference with rational advertising appeals and emotional advertising appeals to influence the consumer price sensitivity. And the study’s control variables are the brand image, disposable income, product knowledge. According to the findings, the study recommendations on the theory and practice. |
