| 摘要(英) |
This study investigates how different political tendencies have effect on consumers’s attitude toward advertisements and products which contain different ways of political ideas placement (political product, politician endorsement, events, political affairs, election slogans, media). The study also investigate whether consumers are influenced by its own preferences for different political tendencies when they see different advertisements embedded different political ideas and whether consumers have different preferences on advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation. In this study, advertising images and on-site to answer the paper questionnaires are used in the five experiments. The samples are from students of National Central University undergraduates with an effective 125 samples.
The results indicate that:
1. When the consumer ‘s political perfernce is pan-blue and the pan-blue political product is put in the advertisement, the consumer’s preference in advertising attitude, purchase intentions, missing attribute,price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green political product is put in the advertisement, the consumer’s preference in advertising attitude, purchase intentions, missing attribute, and price evaluation are significantly higher than pan-blue consumers.
2. When the consumer ‘s political perfernce is pan-blue and the pan-blue politician endorsement is put in the advertisement, the consumer’s preference in advertising attitude,product attitude, and purchase intentions are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green politician endorsement is put in the advertisement, the consumer’s preference in advertising attitude,product attitude, and purchase intentions are significantly higher than pan-blue consumers.
3. When the consumer ‘s political perfernce is pan-blue and the pan-blue event is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green event is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, purchase intentions, product attributes, missing attribute , and price evaluation are significantly higher than pan-blue consumers.
4. When the consumer ‘s political perfernce is pan-blue and the pan-blue political affair is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, missing attribute, and price evaluation are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green and the pan-green political affair is put in the advertisement, the consumer’s preference in advertising attitude, product attitude, missing attribute, and price evaluation are significantly higher than pan-blue consumers.
5. When the consumer ‘s political perfernce is pan-blue,and the pan-blue political slogan is put in the advertisement with pan-blue media, the consumer’s preference in purchase intension are significantly higher than pan-green consumers. When the consumer ‘s political perfernce is pan-green,and the pan-green political slogan is put in the advertisement with pan-green media, the consumer’s preference in purchase intension are significantly higher than pan-blue consumers. |
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