訊息與投資動機之配適對於金融產品廣告效果之研究

Abstract

廣告逐漸成為金融產品的重要行銷方式之一，本研究旨在探討金融產品廣告的溝通效果是否受到投資人之投資動機與金融產品廣告訊息的配適所影響。本研究透過實驗設計的方式證實：(a)對於高風險高報酬的金融產品來說，使用強調獲取利得的訊息會較採用強調避免損失的訊息具有更好的溝通效果；而對於低風險低報酬的金融產品來說，以避免損失為訴求的訊息會較強調獲取利得的訊息具有更好的溝通效果。(b) 對於高風險高報酬的金融產品來說，使用強調產品優越性的訊息會較採用強調產品類似性的訊息具有更好的溝通效果；而對於低風險低報酬的金融產品來說，以產品類似性為訴求的訊息會較強調產品優越性的訊息具有更好的溝通效果。(c) 對於高風險高報酬的金融產品來說，強調長期投資的報酬率會較採用短期投資報酬率的訊息具有更好的溝通效果；而對於低風險低報酬的金融產品來說，以短期投資報酬率為訴求的訊息會較強調長期投資報酬率的訊息具有更好的溝通效果。

Advertisement is becoming one of the most important marketing tools for financial products. This thesis is to study whether the communication effect of financial product advertisement will be influenced by the fit between the investment goals and the advertisement message. The research is primarily processed by experiment design and it proved that for a relatively higher-risk-higher-return financial product, marketers will gain better communication effect by using: a) message which emphasizes possible gain, b) message which emphasizes product superiority, c) message which emphasizes long-term investment. The research also proved that, on the other hand, for a relatively lower-risk-lower-return financial product, marketers should utilize a) messages that emphasize possible loss-prevention, b) messages that emphasize product similarity, c) messages that emphasize short-term investment to improve the communication effect of financial product advertisement.