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題名 | 產品資訊量與社群參考資訊類型對廣告理解與廣告效果影響之研究--超媒體電腦媒介環境為例=A Study on the Influence of Product’s Information, Discussions of Virtual Community on Advertising Comprehension & Advertising Effect-in Hypermedia Computer Mediated Environment |
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作者 | 蕭至惠; 蔡進發; 凃亮有; Hsiao, Chih-hui; Tsai, Chin-fa; Tu, Liang-you; |
期刊 | 行銷評論 |
出版日期 | 20110300 |
卷期 | 8:1 2011.春[民100.春] |
頁次 | 頁31-66 |
分類號 | 497.468 |
語文 | chi |
關鍵詞 | 虛擬社群; 產品資訊量; 廣告理解; 廣告效果; Virtual community; Product information quantity; Advertisement-comprehension; Advertisement-effect; |
中文摘要 | 本研究旨在探討超媒體電腦媒介環境中,購物網站產品資訊量與虛擬社群參考資訊類型,對消費者廣告理解與廣告效果的影響。研究進行是以2x3實驗室實驗法,輔以真實驗設計的方式,招募374名有效樣本進行研究。研究結果發現:(1)有無虛擬社群討論內容對廣告理解與廣告效果的影響有明顯差異;(2)整體而言,在產品資訊寡的情況下,專業背景的社群討論心得比一般使用背景的社群討論心得,對提升消費者廣告理解與廣告態度的效果更好;(3)提供足夠產品資訊量的購物網站,比只提供不足產品資訊量的網站有更好的廣告理解與廣告效果;(4)提供足夠的產品資訊量時,社群討論心得的類型對廣告理解與廣告效果的影響差異將不明顯,但仍優於不提供社群討論心得的網站;(5)廣告理解與廣告態度間存在正向關係。 |
英文摘要 | This study attempted to discuss that when consumers shop in hypermedia computer-mediated environment (HCME), the product-information quantity & virtual-community information were taken as Independent variables, & how these two affect the consumers' advertisement-comprehension & advertisement-effect. The result shows that: 1. The influence on the advertisement-comprehension & advertisement-effect that the virtual-community information gives is significant. 2. As a whole, in the condition of providing less product information the information from specialist-background community has better influence on increasing advertisement-comprehension & advertisement-attitude than usual-background community. 3. The transactional website which provides enough product information has better influence on increasing advertisement-comprehension & advertisement-effect than the one which doesn't provides enough information. 4. When providing enough product information, the different influence of two type of virtual communities is not significant. 5. There is a positive relationship between advertisement-comprehension and advertisement-attitude. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。