| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 98 === In the era of the Internet, consumers are very easy to find their desired commodity information in the Internet to follow their own demand. This research explores the motivation of consumer to find product information, and the research is based on the regulatory focus theory to learn more about the different focus of consumer behavior, and to show the motivation of consumers’ behavior to find the information about the product. I would like to study the response of different types of consumers to the different types of advertising.
This research aims to examine whether the different regulatory focus of consumers and the different types of advertising will produce interaction, so that cause the difference of effectiveness of advertising. Study on the effects of advertising in the discussion is two-fold: advertising attitude and purchase intent, mining 2 (regulatory focus: promotion, prevention) X2 (ad types: high discounts, moderate discount) of experimental design in the group. And this research selected two kind of distribution channel (Department stores, 3C discount stores) to verify the interaction of the different regulatory focus and the different ad type.
This research has confirmed a different ad types and different consumer regulatory focus will render different advertising effect (advertising attitude, purchase intent), and there is a better pair combinations. The results of this study are as follows:
1. The promotion focus have better evaluation of “high discount which need the effort of search” rather than “normal discount which needn’t the effort of search”.
2. The prevention focus have better evaluation of “normal discount which needn’t the effort of search” rather than “high discount which need the effort of search”.
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