The influence of consumer innovativeness, advertising believability and evaluation of innovation on purchase intention of an innovative product: An example of an innovatively designed motorcycle seat cushion

• Main Authors: Chen Chih-Chen, 陳志禎
• Other Authors: Wu Wen-Kuei
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2je386

碩士 === 朝陽科技大學 === 企業管理系 === 103 === The literature of advertising effectiveness of innovative products identifies effective advertising appeals and many factors as those which influence its effectiveness. However, prior research is largely silent on the specific advertising appeal and its effectiveness across different levels of consumer innovativeness, advertising believability and consumer’s evaluation of an innovative product from consumers’ perspectives. This study aims to investigate the impact of different advertising appeals and levels of consumer’s innovativeness, advertising believability and evaluation on the purchase intention of an innovatively designed motorcycle seat cushion. We conduct an experiment to test our hypotheses. The participants (n=197) from a university in central Taiwan were invited to participate in this experiment. The results of multiple regression analysis and t-test reveal that benefit/interest appeal is more effective than the innovative technology appeal on facilitating purchase decisions, and both advertising believability and the consumer’s evaluation are positively related to the purchase decision of the focal product. This study adds to the existing knowledge for promoting the innovative products, especially the innovatively designed motorcycle seat cushion. We also provides novel insights into the planning of the advertising strategy and the approach of improving the purchase intention of the innovative products.