| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === 24hrs’ Bank points out that “the possession rate of cell phone at Taiwan for the first time reaches the highest one worldwide in 2000. It remains the same in 2002. There are more than twenty-five million users at this area. The prevalence of cell phone at this area is more than 108%.” These are the reasons to choose cell phone as experimental object.
There are three kinds of independent research structure variables in this report, including consumer life styles (fashion / Z-generation / stable), degree of consumer purchase involvement (high/low) and advertising appeals (rational / emotional). The affection of individual and various combinations to advertising effects (advertisement recognition / advertisement attitude / brand recognition / brand attitude / purchase intension ) will be examined. Moreover, the moderator efficiency to brand equity will be presented. There are in total 726 effective questionnaires in the research.
Research results are shown as below. Advertising effects have outstanding difference in consumer life styles (fashion / Z-generation / stable) and degree of consumer purchase involvement (high/low), especially in fashion style and high purchase involvement degree, which have wider affection. Advertising appeals (rational / emo-tional), however, has much obvious impact on advertisement recognition, advertisement attitude, and brand recognition only. It is the same with rational appeals. In various combination of interaction, only consumer life style and consumer purchase involvement degree have markedly affected to brand recognition and purchase intension. Brand equity actually results in moderator to this research structure; for the reason, only purchase involvement degree leads to interaction in the moderator situation of brand equity.
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