學者對廣告訴求對消費者購買行為影響之研究，多從產品來源國、品牌形象等方面研究其與消費者購買意願之關係。較少學者研究消費者敵意態度對兩岸民眾行銷效果之影響。因此，本研究探討廣告訴求之不同與行銷效果之關係，並加入干擾變數民族厭惡情緒進行研究，藉以發掘大陸與台灣的消費者在敵意態度影響下，對日本茶飲料之看法，以提供相關業界行銷決策之參考。
本研究藉由問卷調查，以兩岸消費者為調查對象，發放問卷200份，並運用敘述性統計分析、信度分析、t檢定、雙因子變異數分析等統計方法，得出研究結論如下：
1、不同廣告訴求對廣告態度及購買意願的影響有顯著差異。
2、廣告訴求與民族厭惡情緒之交互作用對兩岸消費者之廣告態度及購買意願的影響均無顯著差異。
Previous researches always focus on the origin of the country or brand image to analysis the relationship between advertising appeals and consumer purchase behavior, little scholars discuss the effect made by consumer animosity. Therefore, this paper mainly studies the different advertising appeals’ effect to advertising attitude and purchase intention among Chinese and Taiwanese customers, adding consumer animosity as the moderating variable to test consumers’ attitude toward the Japanese tea drink, as well as providing some suggestions to the marketing personnel.
This study is expected to base on survey results derived from 200 consumers of tea drink, using factor analysis, descriptive statistics, reliability analysis, t-test, two-way ANOVA and other statistical methods to acquire the results. The results are given below:
1. Different advertising appeals of tea drink will produce significant differences on marketing effect.
2. The interaction of tea drinks’ advertising appeals and animosity will not produce significant differences on marketing effect.
