The Study of Consumer Ethnocentrism and Language Attitude on Advertising Communication Effectiveness

• Main Authors: Po-Jui Lee, 李柏叡
• Other Authors: Wen-Shin Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/91416531630641566049

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 98 === Trade between Taiwan and China has been continuously growing since Taiwan became a member of the World Trade Organization (WTO) in 2002. With tourists and students from mainland China coming to Taiwan, there will probably be products and advertisements with simplified-Chinese characters unfamiliar to Taiwanese as a contingency plan of the industries in Taiwan to meet the needs of mainlanders. Due to the chronic confrontation between the Straits, some Taiwanese, in the name of ethnocentrism, still insist on not buying or using any products from China, believing that they endanger the industries in Taiwan and the health of Taiwanese. This study put emphasis on the advertising effectiveness differences between simplified Chinese and traditional Chinese advertisements. The study adopts experimental design, using two products (Giant and Masterkong) with two languages (simplified and traditional Chinese) as 4 experimental instruments in total. A quota sampling method is conducted to gather the data of analysis, focusing on 4 major metropolises and 4 major agricultural cities in Taiwan. Both simplified and traditional Chinese questionnaires have been distributed to 30 persons aged from 19 to 59 in each city. The results revealed that the traditional Chinese advertisement received higher evaluation than simplified Chinese advertisement when the subjects were presented with both ads. Simplified and traditional Chinese ads vary greatly in the degree of the influence of advertisement effectiveness on purchase intention; the quality of the ad and the quality of the product itself decide whether the subject is going to buy the product or not. The subject considered the simplified Chinese ad as a product made in China and therefore intuitively defied it; consequently, the quality of the ad does not reinforce the purchase intention of the subject. In terms of the demographic variables, education and political preference may affect the CETSCALE. As for the residence, it is shown that the average of southern Taiwan and agricultural cities are comparatively higher than that of other districts, though there is no significant difference.