广告意象对于消费者商品意象认知的关联性

The Relationship between Advertisement Images and Consumer’s Cognition toward Product Images

网络购物已成为年轻一代日常生活的一部分,随着网络科技的普及,创造出新型态的消费模式,消费者不需要在卖场亲自选购商品,透过网络平台的图片、文字信息的提供,能跨越时空限制完成购物行为。在无实体产品的情况下,广告平面编排风格与商品图片意象是否影响消费者对于产品的价值感与喜好,值得进一步探讨。研究旨在探讨消费者对于广告意象与商品造型认知的关联性,系针对年龄20～35岁的网购族群为受测对象,采用8款极简风格手机进行产品意象与产品偏好调查,并探讨平面广告之意象风格对一般消费者于产品意象认知与购买意愿间的关联性,结果显示两者间有着显著的相关性存在。

Purchasing commodity from websites has been a part of young generation’s every day life.With the spread of web technique,new style of consumption is formed.Consumers don’t need to choose commodities on the shopping mall.Through pictures,texts,and the like information in the website platform,consumers can finish their purchasing behaviors without the limit of time and space.Without the physical products,it is an issue worth investigation whether the styles of advertisement and images of product pictures influence the consumer’s sense of value and preference.This study aims to investigate the relationship between advertisement image and consumer’s cognition toward product image.Web shopping subjects at the year range of 20-35 were invited to evaluate 8 mobile phones of minimal styles in terms of product images and preferences.By the experiment,it helps reveal the relationship between common consumer’s images of commodity advertisements and their cognition towards product images as well as between advertisement images and purchase intention.The results indicate significant relationships between these two types of image perceptions.