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Student Number 974203026
Author Chung-Han Shen(沈忠翰)
Author's Email Address No Public.
Statistics This thesis had been viewed 1769 times. Download 5 times.
Department Information Management
Year 2009
Semester 2
Degree Master
Type of Document Master's Thesis
Language English
Title User-Generated Content: A New Advertising Way of Comparative Advertising
Date of Defense 2010-06-15
Page Count 73
Keyword
  • blog
  • comparative advertising
  • product type
  • user-generated content
  • Abstract  In recent years, user-generated content is becoming more popular on the internet. Blog has become the uprising personnel media on the internet. When consumers search information of goods on the internet, in addition to online advertising, providing information in blogs and eWOM has become a new communication way. Therefore, companies see blog marketing a new trend of marketing. In traditional media, many companies adopt comparative appeal in advertising, and researchers open the debate on the advertising. Prior research finds that comparative ad produces more counterarguments and doubts, and their effects are therefore limited. Thus, this study explores the advertising effect of comparative advertising by the interactive ability of blog when comparative advertising is used on blog.
     This study examined the interaction effect between product types and advertising appeals on credibility, attitude toward the advertising (Aad), attitude toward the brand (Ab), and purchase intention under blog contexts to find an appropriate way for companies adopting blog marketing. Our study conducted a 2 (search goods, experience goods) × 3 (traditional media with comparative ad, blog with comparative ad, blog with non-comparative ad) experiment. The results suggest that comparative ad used in blogs could reduce counterargument significantly, and consumers easily accept the claim. For search goods, there is no difference in credibility, Aad, and Ab between comparative ad and non-comparative ad on blog. The situation of experience goods is the same. But comparative ad increases greater purchase intention for search goods on blog. On the other hand, non-comparative ad produces more purchase intention than comparative ad for experience goods on blog.
    Table of Content 1. Introduction..........................................1
    2. Literature Review and Hypotheses......................5
    2.1 Comparative Advertising..............................5
    2.2 Types of Goods and Services: Search versus Experience...............................................8
    2.3 Advertising Appeal × Types of Goods and Services....10
    2.3.1 Credibility.......................................10
    2.3.2 Attitude toward the Ad (Aad)......................12
    2.3.3 Attitude toward the Brand (Ab)....................14
    2.3.4 Purchase Intention (PI)...........................17
    3. Research Method......................................20
    3.1 Study Design and Procedure..........................20
    3.1.1 Data Collection and Sample Description............21
    3.1.2 Procedure.........................................22
    3.2 Pretest.............................................22
    3.3 Stimuli.............................................24
    3.4 Measurement.........................................25
    3.4.1 Counterargument...................................26
    3.4.2 Credibility.......................................26
    3.4.3 Attitude toward the Ad (Aad)......................26
    3.4.4 Attitude toward the Brand (Ab)....................26
    3.4.5 Purchase Intention (PI)...........................27
    3.4.6 Product Involvement...............................27
    3.4.7 Manipulation check................................27
    4. Analysis and Result..................................28
    4.1 Reliability and Validity............................28
    4.1.1 Reliability.......................................28
    4.1.2 Validity..........................................29
    4.2 Manipulation Check..................................31
    4.3 Hypotheses Testing..................................31
    4.3.1 Counterargument of Comparative Ad in Different Media...................................................32
    4.3.2 Interaction between Product Type and Advertising Appeal on Credibility...................................33
    4.3.3 Interaction between Product Type and Advertising Appeal on Aad...........................................35
    4.3.4 Interaction between Product Type and Advertising Appeal on Ab............................................35
    4.3.5 Interaction between Product Type and Advertising Appeal on PI............................................37
    4.4 Further Analysis: The Influence of Perceived Article Intention...............................................38
    5. Discussion and Managerial Implication................40
    5.1 Conclusion..........................................40
    5.2 Managerial Implication..............................43
    5.3 Limitations and Future Research.....................44
    Reference...............................................46
    Appendix Questionnaires: Laptop in Blog.................52
    Appendix Questionnaires: Laptop in Print Advertising....57
    Appendix Experiment Design..............................61
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  • Yi-Ching Hsieh(謝依靜)
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    Date of Submission 2010-07-05

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