The Effects of dm-construction and ad-language on consumers' purchase attraction

• Main Authors: Chiu-hui Lu, 呂秋慧
• Other Authors: Yang Tai-Ning
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/10157572255896712236

碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === This study is about the relationship between Ad-language and construction to con-sumer purchase attraction. By the research before about this topic, we find out this nec-essary to make a further research. The data of .research is filled in through questionnaire investigation way by 330 university students in Taipei. First, the subjects distinguished the three kinds of Ad-language. Second, we investigated the consumer purchase attraction to products which use different Ad-language. The finding includes: 1. the cross effect between Ad-language and Ad-appeal to consumer purchase attraction is conspicuous. 2. when collocation with Ad-language、Ad-appeal and classification, consumer have higher purchase attraction on emotion ap-praisal than cognitive appraisal. 3. The moderating effect of Ad-classification method is not effective to consumer purchase attraction.