The Research of Advertising Appeal and Involvement Upon the Influence of Narcissistic Consumer's Advertising Effects

• Main Authors: LIN,CAI-YI, 林采逸
• Other Authors: WANG,JUN-REN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/61773445950329785675

碩士 === 國立體育大學 === 休閒產業經營學系 === 105 === Generally speaking, narcissism is defined as function obstacle and grandiose ego, and it is seem as a psychology disorder.However not all of the narcissism represent unhealthy. In the late 1970, narcissism was considered as a normal character, and the trend of narcissism is more and more common in the young generation. Yet, some scholars have bigger interest in narcissistic consumers and behavior pattern. Narcissistic consumers might attend to maintain or promote self-worth by buying the well-known brands. According to this theory, this research is to discuss advertising appeal, and involvement upon the influence of narcissistic consumers’ advertising effect. The research is based on descriptive statistics, independent samples t-test, ANOVA and regression analysis. The result is following below: 1. In term of print advertisement of sports gears, advertising appeal will strongly influence the advertising effects. 2. advertising appeal has no different in narcissistic, but narcissistic have strong influence on advertising effects. the more points in narcissistic the more influence on advertising effects is stronger, and its mean the stronger narcissistic who upon the advertise attitude and product attitude in advertising effects will go stronger influence. 3. the research found out that highly involvement has better advertise attitude and product attitude. In another word, highly involvement of advertising effects is more positive than low involvement of advertising effects.