| Summary: | 碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 107 === Consumers will consider many factors before making their decision to purchase goods. Usually, the consumers see the advertising pictures before seeing the products. The advertising pictures will give them different impression and feelings. Consumers will have a preliminary impression through contact with the advertising pictures and the embedded text, they will have better understanding about the function and features of products. After combining all these information, consumers would be able to make a better decision.
Not only will the advertising picture and text affect their decision making but also their purpose of purchase. Therefore, this study would create different scenarios to test the effect of the proximity of advertising picture and the length of embedded text on consumer’s willingness to purchase. Through these circumstances, the study would understands that whether these situations would be positive influence on customers willingness to purchase. This study designed eight scenarios and recovered 263 valid samples. The study found that if the purpose of the purchase is for consumers themselves, the consumers prefer the product with the picture close to the consumer and a longer text for description. On the other hand, if the purpose of the purchase is for gift-giving, the consumers prefer the product with a picture far to them and a longer text description.
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