Research on the effect of fantasy message on consumer purchase

• Main Authors: Hsu-Wei Chen, 陳旭薇
• Other Authors: Chun-Ming,Yang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/3y4457

碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === “Consumer fantasy” is defined as consumers consume something for the sake of getting closer to or fulfilling his/her fantasies. Researchers focused on discussing specific products or services with this topic, most of them applied qualitative methods to understand the contents of fantasies and its causers. Albeit behaviorists proved that fantasies induce positive feelings and the direction of individuals’ fantasies would be caused by the contents fantasies per se, literally few empirical studies have addressed on such topics. Thus, this thesis served two experiments as the discussion basis. Different texts (fantastic and informational) are used as the dependent variable, service types (enjoyable and utility) as the moderator and its effects on positive emotions and willingness of purchase are discussed as well. The outcomes of this research indicate that in utility service (car rental service) industries, positive emotions bred were not enormous. Yet in enjoyable service (travelling services) industries, fantastic information caused significantly more positive emotion than informational information. In the second experiment, the study discussed the relation between how information was provided, positive emotion and purchasing willingness with individual fantasy tendency as the moderator. Results indicate that for low fantasy tendency consumers, texts caused the least positive emotions, close results are documented in picture only and picture with texts. For high fantasy tendency consumers, significant positive emotions are recorded in both picture only and texts only. Thus consumers with different fantasy tendency will respond differently to different forms of information. In addition, this study also proved the significant relation between fantasy caused positive emotions and purchase willingness. According to the results of this thesis, it is suggested that firms manipulate consumer fantasy via advertisements for the sake of promoting consumption. Meanwhile, firms should understand fantasy tendencies of customers in order to plan effective marketing strategies.