Archive | 2021
網站客製化廣告、產品屬性、以及消費者自尊心對於消費者的態度與行為之影響
Abstract
The common use of the internet and mobile devices has encouraged an increase in e-commerce and social media use for selling and promoting products. As the amount of information continues to grow, the technology of customization and personalization is needed to improve the effectiveness of providing information. A prior study shows that customizing information brings several benefits such as building communication, gathering information, improving company productivity, and enhancing consumers’ experiences. This study aimed to explore consumers’ attitudes and behavior when receiving customized advertising, as well as exploring the effect of their psychological beings (appearance self-esteem) and the content of the advertising messages (product attributes). Based on Ducoffe’s theory of advertising value, the mediation effect of advertising value between customization and the dependent variable was examined.\n\nIn the study, a 2 (customization: customized ad vs. non-customized ad) x 2 (product attributes: utilitarian vs. hedonic) x 2 (self-esteem: high self-esteem vs. low self-esteem) experimental study was implemented. The customization and product attributes were manipulated, whereas self-esteem was measured using appearance self-esteem scales. A total of 240 young women participated in this study through an online survey. The factor analyses were tested using SPSS MANOVA, and the mediation effects of advertising value were tested using SPSS Hayes Process Model 4.\n\nThe results indicate that high self-esteem consumers had more favorable brand attitudes and greater purchase intentions when receiving the customized ad rather than the non-customized ad. For the low self-esteem consumers, the customized ad was more effective in terms of their purchase intention than the non-customized ad. In the non-customized advertising condition, the hedonic product attribute led to greater purchase intention than the utilitarian product attribute. High self-esteem consumers had higher purchase intention when receiving the hedonic product attribute than when receiving the utilitarian product attribute in the non-customized ad condition. Furthermore, advertising value mediated the effect of customization on the dependent variable, indicating that customization had influenced consumers’ attitude and purchase intention through advertising value.