The Effects of Advertising Value and Brand Attitude on Consumer Purchase Intention- Brand Familiarity as a Moderator

• Main Authors: Yi-Ju Hsu, 徐逸茹
• Other Authors: Carol YiRong Lu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/f8tr3t

碩士 === 中原大學 === 國際經營與貿易研究所 === 104 === The consumer has differenced revolutionary ways of receiving product information because the development of e-commerce and wireless, and generating new types of information. Therefore, this study would explore the impact of informativeness, entertainment, irritation, advertising value and brand attitude impact on consumer purchase intention. Moreover, it takes the advertising value and brand attitude as a mediating variable and brand familiarity as a moderating variable. This study collected 210 valid questionnaires and analyzed by IBM SPSS Statistics 22 through hierarchical regression analysis. This research shows that informativeness, entertainment, tend have a positive effect on advertising value. However irritation have a negative effect on advertising value. Advertising value proves would have a positive influence on brand attitude. Brand attitude proves would have a positive influence on purchase intention. Brand familiarity has a moderating effect on advertising value, brand attitude.