| 摘要: | 在競爭激烈的商業環境中，平面廣告的視覺元素比文字更關鍵，尤其對於香水產業。本研究探討了圖像大小對購買意願的影響，以及社會地位的干擾效果。
既有文獻顯示，圖像大小通常被用來隱喻地位、權力和重要性。在香水產品行銷中，情感和符號是吸引消費者注意力、影響他們對產品或服務的情感體驗的關鍵。尤其是在化妝品廣告的版面設計中，圖像大小的選擇能強化香水的情感和象徵意義，喚起消費者的情感共鳴。
本研究採用線上問卷調查和便利抽樣法。主要抽樣群體包括在過去三年中購買過香水的女性消費者。共計發放問卷 410 份，收回 410 份。剔除 46 份無效問卷後，有效問卷為 364 份，回收率為 88.8%。研究結果表明，受訪者的知覺行為控制和主觀規範對其購買意願有顯著的正向影響。在排除知覺行為控制和主觀規範的影響下，產品比人物大時的購買意願顯著高於產品比人物小時的購買意願，顯示出對購買意願的正向影響。此外，社會地位在兩者之間具有顯著的正向干擾效果。因此，本研究的兩個假設都得到了支持。
In a highly competitive business environment, visual elements in print advertise-ments are considered more important than text, especially in the perfume industry. This study investigates the impact of image size on purchase intention and the moderating effect of social status.
Existing literature indicates that image size is often used to metaphorically represent status, power, and importance. In the marketing of perfume products, emotions and symbols are key to attracting consumer attention and influencing their emotional expe-rience of a product or service. Particularly in the layout design of cosmetic advertise-ments, the choice of image size can enhance the emotional and symbolic significance of the perfume, evoking emotional resonance in consumers.
In this study, an online survey and the convenience sampling method were utilized. The primary sampling group consisted of female consumers who had purchased per-fume in the past three years. A total of 410 questionnaires were distributed and 410 were returned. After excluding 46 invalid questionnaires, 364 valid questionnaires remained, resulting in a response rate of 88.8%. The research results indicate that the respondents' perceived behavioral control and subjective norms have a significant positive impact on their purchase intention. When the influence of perceived behavioral control and subjec-tive norms is excluded, purchase intention is significantly higher when the product is larger than the person compared to when the product is smaller than the person, demon-strating a positive impact on purchase intention. Furthermore, social status has a signifi-cant positive moderating effect between the two. Therefore, both hypotheses of this study are supported. |
