| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 97 === Many innovative technologies are used in variety of industries and products. One of the most widely used is nanotechnology. Nanometer is widely used in the various products since SARS occurred in Taiwan in 2003. When products use the nanometer term in the context of the product, it will result in selling out soon even though consumers are unfamiliar with nanometer. That is, no matter consumers understand the product information or not, consumers will purchase the products which are made by the innovative technologies.
This study focuses on the influences of nanometer term on advertising skepticism, advertising attitude and purchase intention. We use experimental design to treat the conceptual framework. We use present or absent nanometer term in the advertisements, advertising presentations and advertising endorsers as independent variables. Moreover, we explore that whether product involvement, nano-knowledge and product knowledge will moderate the effect to the advertisements or not. Besides, we also examine that whether advertising attitude will mediate effect between advertising skepticism and purchase intention.
According to our study analysis, we found that when advertisers present nanometer term in the advertisements, use article advertisements and uses professional expert as the endorser can reduce consumers’ advertising skepticism. Furthermore, when consumers possess lower advertising skepticism, it will result in higher advertising attitude and purchase intention. In addition, product knowledge and nano-knowledge have the moderating effect between independent variables and advertising skepticism. The advertising attitude has the mediating effect between advertising skepticism and purchase intention. To deserve to be mentioned, product involvement doesn’t have the moderating effect between independent variables and advertising skepticism. After all, according to the conclusion which mentioned that we advance some management implication for advertisers and future studies.
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