行動電話的持有在國內已相當普及，廣告訊息內容在消費者選購決策時扮演著重要角色。在各家廠商經常使用促銷的激烈競爭情況下，業者往往致力於推出價格促銷與五花八門的產品屬性來吸引消費者，但卻忽略了不同型式的價格、產品屬性廣告對不同涉入度的消費者內心的價格知覺以及購買意願，有著不同程度的影響。因此，本研究擴展了廣告訊息呈現策略的實際應用領域，包括在不同涉入度的干擾下，對消費者的價格知覺與購買意願之影響，以提供電信業者在進行價格廣告促銷活動時，作為促銷策略與廣告企劃設計上的參酌資訊。
本研究採用實驗設計方法模擬消費情境，有效樣本為218份，並以變異數分析以驗證項研究假設。本研究之研究發現如下：（1）有標示折扣幅度的價格表達型式，會影響購買意願，但不會對價格知覺產生影響。（2）產品屬性不會直接對價格知覺與購買意願產生影響。（3）價格表達型式對價格知覺與購買意願，會受到消費者涉入度的影響：只有標示參考價格廣告對高涉入度者的價格知覺與購買意願之影響會高於低涉入度者；同時標示參考價格與折扣幅度的廣告對低涉入度者的價格知覺與購買意願之影響會高於高涉入度者。（4）產品屬性多寡對價格知覺與購買意願，會受到消費者涉入度的影響：產品屬性多對高涉入度者的價格知覺與購買意之影響會高於低涉入度者；產品屬性少對低涉入度者的價格知覺與購買意之影響會高於高涉入度者。
根據研究結果，建議廠商可採取下列作法：（1）針對高涉入度消費者，價格表達型式可標示參考價格；對於低涉入度消費者，價格表達型式可標示參考價格外，另外標示折扣幅度。（2）針對高涉入度消費者，可標示較多的產品屬性，適用於促銷較高階功能之手機；對於低涉入度消費者，可標示較少的產品屬性，適用於促銷較低階功能之手機。（3）當產品屬性上表現較優，可向高涉入度消費者充份揭露產品屬性與競爭產品屬性訊息；當產品屬性上表現較差，應簡化產品屬性，可向低涉入度者強調該產品簡單、易學的功能。

The mobile has been prevalent domestically and thereby the consumer deliberates commercial content for making the best purchasing decision. The marketing proprietor, under high promotion competition, has been frequently devoted to attracting consumers via price promotion and diverse product feature. However, they have overlooked the consumers are influenced by different types of price and product feature commercial on price perception and purchase intention. Therefore, this thesis mainly expands practical applied field of commercial information, including the effects of price perception and purchase intention in different involvement interference. The results also can be as reference resources of promotion strategy and advertising design for the telecom proprietor.

The thesis adopts experiment design method to simulate consumer environment, where we employ ANOVA to verify the research hypothesis based on 218 efficient samples. The results are as follow: 1.upon marking the percentage-off price expression type of reference price only or percentage-off additionally, no effect on price perception but on purchase intention; 2. to product feature, no effect on purchase intention and price perception; 3.to the price expression type, effect on price perception and purchase intention with involvement. Upon marking reference price only, greater effect on price perception and purchase intention of the consumer in high involvement than in low involvement. Upon marking percentage-off additionally, greater effect on price perception and purchase intention of the consumer in low involvement than in high involvement; 4. For product feature, effect on price perception and purchase intention with involvement; for more elaborate product feature, greater effect on price perception and purchase intention of the consumer in high involvement than in low involvement. There is an inverse result for less elaborate product feature.

According to results, firms can adopt following suggestions: 1.for the high-involvement consumer, to mark reference price in price expression type; for the low-involvement consumer, to mark percentage-off additionally; 2. for the high-involvement consumer, to mark more elaborate product feature is benefic to promote high-level-function mobiles; for the low-involvement consumer, to mark less elaborate product feature is benefic to promote low-level-function mobiles; 3. upon expressing product feature well, to reveal full information for the high-involvement consumer; upon expressing product feature poorly, to simplify expression of product feature and to focus on effortless manipulation of product for the low-involvement consume.

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