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

近年來，房仲業者打破傳統以理性訴求為主之廣告策略，改採用感性訴求之廣告策略，營造出溫馨、夢想及獨立的情景，來感動消費者的目光。因此，探討何種廣告策略能影響消費者對品牌的選擇是相當重要的議題。本研究針對房仲業者之廣告作相關探討，透過理性與感性兩種房仲廣告訴求，來了解何種廣告訴求對消費者較具影響力，並進一步探討房仲廣告效果在消費者的品牌態度、信任與選擇間是否有影響。研究使用AMOS軟體與線性結構模式進行統計分析，研究結果顯示，消費者對品牌的選擇會受到廣告訴求效果的影響，產生正面之品牌態度、信任；且品牌態度與信任在品牌選擇上，也具有中介效果影響，研究結果未來可供房仲業者作為後續廣告策略選擇之依據。
關鍵字：房屋仲介、廣告訴求、品牌態度、品牌信任、品牌選擇

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