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<p>Given the importance of national defense, recruiting volunteers has become a crucial issue in the military’s building and preparation for warfare. This study aims to contribute to existing academic literature and recommend improving military recruitment and marketing strategies. Analyzing responses from 491 eligible young individuals of military age, the study first reveals that the army’s image greatly influences the likelihood of volunteering for military service. However, military career identity was found to mediate/moderate the relationship, as the direct effect of army’s image on WVM became non-significant when accounting for military career identity. In addition, the independent sample t-test results show that career-oriented advertising appeals are more effective than national defense advertising appeals for WVM. Further moderation analysis reveals that advertising appeals do not moderate the relationship between the army’s image and WVM. These findings offer important insights into the military’s recruitment strategies.</p>

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The moderating effect of advertising appeals on the relationship between the army’s image and willingness to volunteer for military service: the role of military career identity

  • 期刊论文

  • 发表日期：

    2026年5月9日

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  • Jhong Min Yang,
  • Sin Jing Hong,
  • Tung Miao Chang,
  • Ming-Han Chiang,
  • Yu Hsien Wang

摘要

Given the importance of national defense, recruiting volunteers has become a crucial issue in the military’s building and preparation for warfare. This study aims to contribute to existing academic literature and recommend improving military recruitment and marketing strategies. Analyzing responses from 491 eligible young individuals of military age, the study first reveals that the army’s image greatly influences the likelihood of volunteering for military service. However, military career identity was found to mediate/moderate the relationship, as the direct effect of army’s image on WVM became non-significant when accounting for military career identity. In addition, the independent sample t-test results show that career-oriented advertising appeals are more effective than national defense advertising appeals for WVM. Further moderation analysis reveals that advertising appeals do not moderate the relationship between the army’s image and WVM. These findings offer important insights into the military’s recruitment strategies.