| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 98 === In highly competitive market today, if enterprises only depend on their efficiency, technologies, or quality, they should not win their competitors. Companies will adopt advertisement to attract customers’ eye, however, it is an important issue for companies how companies express information of products efficiently. In the past, many scholars had indicated many product types, and one of which was separated from “search and experience products,” and “utilitarian and hedonic product.” However, after customers receive information, it is very important how customers process the information, so numerous similar researches are proposed.
Until now, the two information processing models, imagery and analytical processing model, was developed. Many researches also indicated that need for cognition is an important factor to influence information processing model lead to my research adopt the factor. Nevertheless, the relatively research was not existed in the past, so this research seek to discuss the effects of product type, information processing model on persuasion.
This research conducts an experiment to demonstrate the hypothesis, and we counterbalance product order between subjects. The result of research reveals that half of hypotheses are supported. At the end, the result offers practical suggestions for businesses on advertisement design to plan useful strategies, and then dedicate to the whole marketing field.
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