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題 名 | 年輕消費族群對購物頻道廣告表現之反應研究=Young Consumer's Reaction toward the Commercial of Shopping Channel |
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作 者 | 蕭湘文; | 書刊名 | 世新大學學報 |
卷 期 | 9 1999.10[民88.10] |
頁 次 | 頁269-294 |
分類號 | 497.01317 |
關鍵詞 | 消費族群; 購物頻道; 廣告; |
語 文 | 中文(Chinese) |
中文摘要 | 購物頻道是一種無店舖行銷的方式,其廣告的表現與一般頻道的廣告有所不同。不僅沒有播出時間上的侷限,在其表現手法上也可以將產品的優點與功能詳盡的介紹,更以節目表現的方式吸引觀眾的注意與收視。為了了解購物頻道廣告對年輕消費群的吸引力為何,本研究探討年輕消費群(大學生)對該頻道廣告的注意程度、喜歡程度、購買情形、滿意程度,與對該頻道廣告常用的十五種訊息的相信度為何。結果發現,年輕消費群高達九成以上都收視過該頻道上的廣告,其中一成以上的消費群天天看或經常收看。但是,七成以上消費者不相信該頻道上的廣告表現。有一成以上的人有實際購物的經驗,但主要是受廣告吸引。年輕消費群對於該頻道中常見的十五種廣告訊息,通常都不信任。 |
英文摘要 | Shopping channel is a way of non-store marketing. The commercial in the channel is very different from other channels. There are no time constraints and the traits of products could be demonstrated in the program-length commercial. This study investigated the viewing behavior of young consumer toward the shopping channel. In the study, young consumer's attention to the channel commercial, likeliness to the commercial, buying behavior, satisfaction about products and trust to the commercial messages were measured. The result showed that lots of young consumers (over 90 %) ever watched the commercial in the shopping channel, including over 10 % consumers who watching frequently or everyday. However, over 70 % young consumers did not trust the commercial. Over 10 % young consumers bought products because of the attraction of the commercial. Besides, most young consumers did not believe the list of 15 messages, which were used frequently in the commercial in the channel. |
本系統中英文摘要資訊取自各篇刊載內容。