The Influence of Argument Quality and Word-of-Mouth Recommendation on Advertising Effect: The Case of Group Buying Products

• Main Authors: Jou-Wen Chou, 周柔彣
• Other Authors: Jen-Yao Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/94640351870380905756

碩士 === 國立高雄應用科技大學 === 國際企業系 === 100 === Group buying is very popular in Asia. According to MIC survey it shows that there are at least 20 group-buying firms in Taiwan. It is obvious that group-buying industry is competitive. This research applies the Elaboration Likelihood Model and targets those who have group buying experience to analyze the influence of different argument qualities and the existence of word-of-mouth recommendations on the advertising effect of group buying products. In addition, the degree of need for cognition and purchase involvement are used as the intervening variables to explore the advertising effect. The research utilizes the experimental method, a 2 (strong or weak argument quality) by 2 (whether word-of-mouth recommendation or not) factor design to develop four different questionnaires which are filled out by the participants randomly. Finally 384 valid questionnaires are collected. The results of the independent T-test show that attitude toward the advertising, attitude toward the product and purchase intention are not influenced by the argument quality. Besides, we found that the different argument qualities will not be moderated by need of cognition and purchase involvement. However, the advertising effect is influenced by the word-of-mouth recommendation. When the advertising has a word-of-mouth recommendation, attitude toward the advertising, attitude toward the product and purchase intention are all significantly higher than those with no recommendation, especially under the low need for cognition or low purchase involvement condition. We also found that when the advertising has a word-of-mouth recommendation, purchase intention will be moderated by high purchase involvement. The interaction of argument quality and the word-of-mouth recommendation have significant effects on attitude toward the advertising and purchase intention.