房仲產業之廣告訴求對消費者品牌選擇影響之研究The Influence of Advertising Appeals for Real Estate Agencies on the Consumer’s Brand Choice
In recent years, many real estate agencies have tended to use emotional advertising strategies to develop affectionate scenes in order to impress consumers as opposed to adopting rational advertising strategies. Therefore, exploring the kinds of advertising strategies that can best influence consumer decisions/choices has become a critical research issue. In view of this, this study investigates the advertising strategies of real estate agencies by comparing the rational advertising appeal and the emotional advertising appeal in order to develop appropriate strategies to which consumers will respond. Convenience sampling, Structural Equation Modeling and an AMOS software package were employed to collect and analyze the survey data. The results showed that the consumers were influenced by advertisements that induced more positive brand attitudes and brand trust. This study also found that the mediated effect exists when considering brand attitudes and brand trust in making brand choices. The results may provide useful information regarding the strategic advertisement choices for real estate agencies.
Key words: real estate agencies, advertising appeal, brand attitude, brand trust, brand choice