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題名 | 廣告比較策略與廣告訴求方式對購買意願的影響--產品涉入之干擾效果=The Influence of Advertising Comparative Strategy and Advertising Appeals on Purchasing Intention: The Moderate Effect of Product Involvement |
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作者 | 林隆儀; 林岳民; Lin, Long-yi; Lin, Yet-ming; |
期刊 | 企業管理學報 |
出版日期 | 20050600 |
卷期 | 65 民94.06 |
頁次 | 頁1-29 |
分類號 | 497.01317 |
語文 | chi |
關鍵詞 | 廣告比較策略; 廣告訴求方式; 產品涉入; 購買意願; Advertising comparative strategy; Advertising appeals; Product involvement; Purchasing intention; |