中文摘要：

近年来有关广告诉求有效性的研究较多，但关于理性诉求和感性诉求哪一个更能导致积极的购买行为并无统一定论，且对各种广告诉求方式的适用条件也缺乏深入探讨。文章以我国某所大学的年轻消费群体为研究对象，通过实验设计与问卷测量实证研究不同广告诉求与消费者购买意愿之间的关系，并检验不同产品类型和产品涉入程度在以上关系中所起的交互作用。研究发现，不同广告诉求方式对消费者购买意愿具有显著的差异化影响，且广告理性诉求通常情况下会比感性诉求效果更佳。产品类型对广告诉求与消费者购买意愿关系的影响取决于消费者产品涉入程度，当消费者购买实用型产品且产品涉入程度较高时，广告理性诉求会比感性诉求更容易提高消费者购买意愿，且广告理性诉求与消费者购买意愿之间的关系得到强化；而当消费者购买享乐型产品且产品涉入程度较低时，广告感性诉求会比理性诉求更容易提高消费者购买意愿，且广告感性诉求与消费者购买意愿之间的关系得到进一步强化。

英文摘要：

In recent years, though we can find many researches on advertisement appeal, there is no unified final conclusion about if rational appeals or emotional appeals will provide consumers＂ purchasing behavior with better guidance, and researches on the application condition of advertisement are not profound enough. Taking young consumer group in one certain university as the research object, the authors carry out an empirical research on the relation between different kinds of advertisement appeal and consumers＂ willingness to buy through experiment design and questionnaire, and examine the interactive role of different product classifications and product involvement levels in the relation mentioned above. It is found that different advertisement appeal patterns will have significant different influences on consumers＂ willingness to buy, and rational appeals will have better result than emotional ones. The effect of product classification on the relation between advertisement appeal and consumers ＂ willingness to buy is determined by the level of product involvement. When consumers are purchasing products with practicability and higher level of involvement, the rational advertisement appeal will better promote consumers＂ willingness to buy, and the relation between rational advertisement appeal and consumers＂ willingness to buy will be strengthened; when consumers are purchasing product with the purpose of pleasure, the emotional advertisement appeal will better promote consumers＂ willingness to buy, and the relation between emotional advertisement appeal and consumers＂ willingness to buy will be further strengthened.