User-Generated Content: A New Advertising Way of Comparative Advertising

• Main Authors: Chung-Han Shen, 沈忠翰
• Other Authors: Yi-Ching Hsieh
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07759869559043433160

碩士 === 國立中央大學 === 資訊管理研究所 === 98 === 　In recent years, user-generated content is becoming more popular on the internet. Blog has become the uprising personnel media on the internet. When consumers search information of goods on the internet, in addition to online advertising, providing information in blogs and eWOM has become a new communication way. Therefore, companies see blog marketing a new trend of marketing. In traditional media, many companies adopt comparative appeal in advertising, and researchers open the debate on the advertising. Prior research finds that comparative ad produces more counterarguments and doubts, and their effects are therefore limited. Thus, this study explores the advertising effect of comparative advertising by the interactive ability of blog when comparative advertising is used on blog. 　This study examined the interaction effect between product types and advertising appeals on credibility, attitude toward the advertising (Aad), attitude toward the brand (Ab), and purchase intention under blog contexts to find an appropriate way for companies adopting blog marketing. Our study conducted a 2 (search goods, experience goods) × 3 (traditional media with comparative ad, blog with comparative ad, blog with non-comparative ad) experiment. The results suggest that comparative ad used in blogs could reduce counterargument significantly, and consumers easily accept the claim. For search goods, there is no difference in credibility, Aad, and Ab between comparative ad and non-comparative ad on blog. The situation of experience goods is the same. But comparative ad increases greater purchase intention for search goods on blog. On the other hand, non-comparative ad produces more purchase intention than comparative ad for experience goods on blog.