CAJ | 학술논문

近年来有关广告诉求有效性的研究较多，但关于理性诉求和感性诉求哪一个更能导致积极的购买行为并无统一定论，且对各种广告诉求方式的适用条件也缺乏深入探讨。文章以我国某所大学的年轻消费群体为研究对象，通过实验设计与问卷测量实证研究不同广告诉求与消费者购买意愿之间的关系，并检验不同产品类型和产品涉入程度在以上关系中所起的交互作用。研究发现，不同广告诉求方式对消费者购买意愿具有显著的差异化影响，且广告理性诉求通常情况下会比感性诉求效果更佳。产品类型对广告诉求与消费者购买意愿关系的影响取决于消费者产品涉入程度，当消费者购买实用型产品且产品涉入程度较高时，广告理性诉求会比感性诉求更容易提高消费者购买意愿，且广告理性诉求与消费者购买意愿之间的关系得到强化；而当消费者购买享乐型产品且产品涉入程度较低时，广告感性诉求会比理性诉求更容易提高消费者购买意愿，且广告感性诉求与消费者购买意愿之间的关系得到进一步强化。
근년래유관엄고소구유효성적연구교다，단관우이성소구화감성소구나일개경능도치적겁적구매행위병무통일정론，차대각충엄고소구방식적괄용조건야결핍심입탐토。문장이아국모소대학적년경소비군체위연구대상，통과실험설계여문권측량실증연구불동엄고소구여소비자구매의원지간적관계，병검험불동산품류형화산품섭입정도재이상관계중소기적교호작용。연구발현，불동엄고소구방식대소비자구매의원구유현저적차이화영향，차엄고이성소구통상정황하회비감성소구효과경가。산품류형대엄고소구여소비자구매의원관계적영향취결우소비자산품섭입정도，당소비자구매실용형산품차산품섭입정도교고시，엄고이성소구회비감성소구경용역제고소비자구매의원，차엄고이성소구여소비자구매의원지간적관계득도강화；이당소비자구매향악형산품차산품섭입정도교저시，엄고감성소구회비이성소구경용역제고소비자구매의원，차엄고감성소구여소비자구매의원지간적관계득도진일보강화。
In recent years,though we can find many researches on advertisement appeal,there is no unified final conclusion about if rational appeals or emotional appeals will provide consumers’purchasing behavior with better guidance,and researches on the application condition of advertisement are not profound enough. Taking young consumer group in one certain university as the research object,the authors carry out an empirical research on the relation between different kinds of advertisement appeal and consumers’willingness to buy through experiment design and questionnaire,and examine the interactive role of different product classifications and product involvement levels in the relation mentioned above. It is found that different advertisement appeal patterns will have significant different influences on consumers’willingness to buy,and rational appeals will have better result than emotional ones. The effect of product classification on the relation between advertisement appeal and consumers’willingness to buy is determined by the level of product involvement. When consumers are purchasing products with practicability and higher level of involvement,the rational advertisement appeal will better promote consumers’willingness to buy,and the relation between rational advertisement appeal and consumers’willingness to buy will be strengthened;when consumers are purchasing product with the purpose of pleasure,the emotional advertisement appeal will better promote consumers’willingness to buy,and the relation between emotional advertisement appeal and consumers’willingness to buy will be further strengthened.