| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 99 === Advertising has long been seen as one of powerful marketing tools, especially when the furious market competence grows and plenty of advertising can be easily found around us, therefore the business owners do their best to catch the consumers’ eyes and try to come out with the most effective advertising strategy, hoping to attract the attention of the consumers. Hence, it is the marketing personnel’s top priority to design the product that can catch the consumers’ eyes and promote their purchasing willingness through the presentation of the products. Most of the companies will choose famous people as advertisement spokesman to propagandize for their brand in order to develop product’s popularity and to attract the purchasing willingness of the consumers. But some factors will influence people to make their final decision, such as different situations, various problem and presentation styles of the information.
This study is based on paint purchasing, discussing the mutual influence among product information, advertising message and framework effect; further to study whether these three factors will affect the consumers’ willingness when purchasing. Quantitative method and paper questionnaire are used in this study. According to the analysis of product purchasing, whether the paint information and advertising message will affect consumers’ purchasing intention, or the framework effect towards the interviewees will affect their purchasing intention, analyzing the positive correlation among these factors.
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