查詢結果分析
來源資料
頁籤選單縮合
題 名 | 基於雙中介影響模型的事業機會廣告效果測評模型研究=Research on Business Opportunity Advertising Effectiveness Measurement Model Based on the Dual Mediation Model |
---|---|
作 者 | 李貞; | 書刊名 | 直銷管理評論 |
卷 期 | 1:2 2009.11[民98.11] |
頁 次 | 頁55-86 |
分類號 | 497 |
關鍵詞 | 直銷; 事業機會廣告; 廣告效果評估; 雙中介影響模型; Direct selling; Business opportunity advertising; Advertising effectiveness measurement; Dual mediation model; |
語 文 | 中文(Chinese) |
中文摘要 | 事業機會廣告是直銷業所特有的廣告形式。在事業機會廣告中並不涉及任何產品的資訊,而是向公眾宣揚直銷的業務模式,傳達「加入直銷開展個人事業」的一種新的事業理念。對於這樣一種新的廣告類型,目前對其作機制研究較少。本文以雙中介影響模型為基礎,採用實驗調查的方法,構建出事業機會廣告的心理效果模型。本文探討了受試者直銷工作知識水準、前後從業態度、廣告認知反應、從業認知反應、廣告態度和從業意向之間的關係。驗證性因素分析和結構方程模型分析結果顯示:在對事業機會廣告效果的評估中,一、受試者對直銷工作的知識水準能夠顯著影響廣告認知;二、廣告前的從業態度是影響廣告態度、從業認知、後從業態度的重要因素;三、廣告態度對從業態度沒有顯著的直接影響,但卻對從業認知有顯著的影響;四、從業認知顯著影響從業態度;五、從業態度是影響從業意向的重要因素。論文的最後討論了本研究的理論貢獻與實踐意義,並指出了本研究的侷限性及未來研究的方向。 |
英文摘要 | Business opportunity advertising is the unique form of advertising in Direct Selling, which aims to show business opportunity to attract people to join. For such a new type of advertising, there were few researches on it. This paper aims to construct a psychological effect model to evaluate the advertising effectiveness. With experimental investigation in the basis of Dual Mediation Hypothesis, the paper discussed the relationships among the subject's knowledge of Direct Selling (Dkn), prior business attitude (Pabu), advertising cognitive response (Cad), attitude toward advertising (Aad), business cognitive response (Cbu), business attitude (Abu) and engage intention (Ei). According to the result of CFA and SEM analysis, the author got the following conclusions: (1) Subject's knowledge of direct selling significantly affects the business cognitive response; (2) Prior business attitude significantly affect the advertising attitude, advertising cognitive response and business attitude; (3) advertising attitude has no significant direct impact on business attitude, but significantly affect the business cognitive; (4) business cognitive significantly affect the business attitude; (5) business attitude is the important factor in affecting engage intention. The paper finally discussed the theoretical contributions of this study and practical significance, and also pointed out the limitations of this study and future research directions. |
本系統中英文摘要資訊取自各篇刊載內容。