比較式廣告的幽默程度對消費者購買意願的影響

Abstract

比較式廣告是品牌經營中一種常見的廣告形式，透過與同產業知名品牌進行比較，宣稱產品屬性優於被比較品牌而達到品牌差異化，試圖贏得消費者對自身品牌的注意力、建立品牌認知與品牌形象、並對產品品質產生信心。 過去研究發現廣告內容的具體程度與幽默程度會影響廣告效果。如果傳遞給消費者的廣告內容是直接、容易理解的(具體化)，消費者能愈容易知道該廣告想傳達什麼樣的訊息，不具體的廣告所表達內容則較隱晦，消費者不容易接收廣告訊息，廣告效果較差。如果傳遞給消費者的廣告內容是幽默的，能夠得到更多消費者的注意力，引發消費者的情感反應，消費者對該廣告及品牌的態度也會越趨於正向。本研究認為，如果廣告內容幽默程度高，即使是廣告內容具體性低也能產生高的廣告效果，並以比較式廣告為研究情境驗證假設。 本研究選擇了兩個比較式廣告(可口可樂與BMW)進行實驗，兩個廣告通過前測的具體性與幽默程度檢驗，可口可樂廣告為不具體幽默、BMW廣告不具體不幽默。正式實驗採受試者間的實驗設計，分別收集了94份(可口可樂)、73份(BMW)的有效問卷。操弄性檢定結果發現，兩個廣告的內容具體性上有顯著差異，可口可樂廣告具體性較高；兩個廣告的幽默程度上有顯著差異，BMW的幽默程度較高。與操弄情境不符。然而BMW廣告的幽默程度高於可口可樂廣告，所以本研究仍繼續驗證兩個廣告的廣告效果，三個研究假設均獲得部分證實。結果發現，相較於幽默程度低的廣告，幽默程度高的廣告有更正面的廣告態度、品牌態度、及購買意願。

Comparative advertisement is a common advertising form in brand management. By comparing with well-known brands in the same industry, advertised brand claims that product attributes are superior to the compared brand to achieve brand differentiation, tries to win consumers' attention to the advertised brand and build brand awareness and brand image, and earns consumers’ confidence in product quality. Past studies have found that the concreteness and humor of advertisement content will affect advertisement effectiveness. The concrete content of advertisement delivered to consumers is direct and easy to understand, and it will be easier for consumers to know the advertisement messages. Oppositely, ads which is not concrete is more obscure and is not easy for consumers to receive ads messages, and the advertisement effectiveness is poor. If the advertisement is humorous, it can attract more consumers' attention, trigger consumers' emotional reactions, and have more consumer positive attitude towards the advertisement and the brand. This study argues that if the humor of advertisement is high, it can have great advertisement effectiveness even the concreteness is low. This study verifies the hypotheses in the context of comparative advertisement. In this study, two comparative advertisements, Coca-Cola and BMW, were selected for the experiment. These two advertisements satisfied the pre-tests on concreteness and humor; Coca-Cola advertisement is not concrete but humorous, and BMW advertisement is not concrete and not humorous. The formal experiment adopted the between-subjects experimental design, and collected 94 valid samples for Coca-Cola and 73 for BMW, respectively. The manipulative tests found that the two advertisements were significantly different in concreteness, and Coca-Cola advertisement was more concrete. It is also found that there was a significant difference in humor between the two advertisements, and BMW had greater humor. The manipulative results were failed and not as expected. However, BMW advertisement was more humorous than Coca-Cola advertisement, this research continued to verify the advertisement effectiveness of the two ads. The three research hypotheses were partially supported. The results found that, compared to low humorous advertisement, high humorous advertisement had more positive advertisement attitude, brand attitude, and purchase intention.