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The Influence of Online Cosmetic Advertorials on Purchase Intention Based on SOR Model
Advertorial,S-O-R Model,Advertising Appeal,PAD Model,Purchase Intention,
|Publication Year :||2020|
In the age of information overload, numerous new information will pop up into consumers’ cell phone or computer everyday and everywhere. Therefore, how to capture people's attention with advertising messages has become the primary issue when advertisers are conducting marketing campaigns. According to the past advertising effect researches, consumers will selectively ignore advertising messages. Consequecely, conbining editorial and advertisement, the advertorial is more persuasive to consumers. Based on the literature review, this research applies the SOR model (Stimulus-Organism-Response) as the main research framework to explore how consumer’ emotional status will verify after receiving the online advertorials and accordingly affect their purchase intention.
In this study, the online makeup advertorials which were published on 'ELLE Taiwan' website between June 2019 to June 2020 were reviewed and finally selected 6 advertorials, including 3 with rational appeal and 3 with emotional appeal, to conduct the pre-test. The formal questionnaire is based on the pre-test results with two advertorials (one rational and one emotional) as the measured materials. The targeted audience of this research is focusing on Y generation women whose age is between 24 and 38. This study collected 435 questionnaires by convenience sampling on online platforms such as Facebook, PTT, and Dcard, of which 437 questionnaires were valid.
The results of the research show that: (1) Both rational and emotional appeals can effectively arouse consumers’ dominance/control; (2) In both rational and emotional advertorials, consumers’ dominance/control will have a significantly positive influence on energetic arousal; their dominance/control will significantly negatively impact on tense arousal; (3) In the model of rational advertorial, the energetic arousal has a significantly positive influence on pleasure and the tense arousal has a significantly negatively impact on pleasure; on the other hand, in the model of emotional advertorial, the energetic arousal has a significantly positive impact on pleasure, but the tense arousal has no significant influence on pleasure; (4) In both rational and emotional advertorial models, the pleasure has a significantly positive influence on consumers’ purchase intention; (5) The advertorials with rational appeal can bring about a higher effect on consumers’ pleasure and purchase intention. According to the results of this research, if advertorials can enhense consumers' control/control and raise product awareness, this kind of marketing tool will have a positive effect on consumer’s pleasure. Eventually, the fine-tuned advertorials will cause higher purchase intention.
|Appears in Collections:||生物產業傳播暨發展學系|
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