An Study On The Relationship Of Individual Characteristics Of Consumers And Degree Of Product Involvement And Advertising Effectiveness

The late nineteenth century, Western scholars began to study advertisingeffectiveness. Western scholars began to examine the degree of involvement in the1960s,and set off on the degree of product involvement reasearch boom in the1980s.They summed up some conclusions about the degree of product involvementand advertising effectiveness.But our country’s study on the degree of productinvolvement and advertising effectiveness were later than western countries,especiallythe study on degree of product involvement.Scholars began to concern about it untilthe beginning of this century.The writer build a model in this study which combined with results of previousstudies and inadequate research.This article mainly studies the relationship betweenindividual characteristics of consumers and degree of product involvement andadvertising effectiveness, trying to answer the following questions: Does the differentindividual characteristics of consumers have a significantly different degree ofproduct involvement?Is there a correlation between the degree of product involvementand advertising effectiveness. Does the different individual characteristics ofconsumers have a significantly different advertising effectiveness?Whether theindividual characteristics of consumers adjust the relationship between the degree ofproduct involvement and the advertising effectiveness?To verify the above hypothesis, the writer will selecte foreigners’ mature scaleabout the degree of product involvement and domestic mature scale about theadvertising effectiveness.And according to the actual situation to modify them toformate the research questionnaire which will be used for the small samplesurvey.The writer will delete indicators which don’t meet the required targets. Therevised questionnaire will used for the large sample survey.First,the writer will useSPSS16.0statistical software to analyze the reliability and validity of the data in thisstudy. Then begin the variance analysis, correlation analysis and hierarchicalregression analysis to draw conclusions.The results show that consumers of different gender and different education anddifferent income have a significantly different effects on the degree of productinvolvement, but consumers of different ages has no significantly different effects onthe degree of product involvement.And consumers of different degree of productinvolvement has a significantly positive effects on the advertising effectiveness. Consumers of different gender and different education level and different incomelevel have a significantly different effects on advertising effectiveness. Consumers ofdifferent ages has a significantly different effects on ad awareness and ad attitude butno purchase intentions.The consumers’gender and education level have a significantlyregulatory effects on the relationship between the degree of product involvement andadvertising effectiveness. The consumers’ income level have a significantlyregulatory effects on the relationship between the degree of product involvement andad awareness and ad attitude but no purchase intentions.The consumers’ages has nosignificantly regulatory effects on the relationship between the degree of productinvolvement and advertising effectiveness.Finally,the writer will be based on theconclusions of this study to identify the consumers of hight degree of automotiveinvolvement and better advertising effectiveness,and also identify the consumers oflow degree of automotive involvement and worse advertising effectiveness.The writerwill make automotive advertising strategy for different consumers and providerecommendations for automotive ads in the actual marketing.