查詢結果分析
來源資料
頁籤選單縮合
題名 | 社會交易理論與雙面訴求廣告對消費者購買意願之影響=The Effects of Social Exchange Theory and Two-sided Persuasion toward the Consumer's Purchasing Intentions |
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作者 | 吳志正; 許碧芬; Wu, Jyh-jeng; Hsu, Bi-fen; |
期刊 | 中華管理評論 |
出版日期 | 20010300 |
卷期 | 4:2 民90.03 |
頁次 | 頁51-60 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 關係行銷; 社會交易理論; 雙面訴求; 信任; 購買意願; Relationship marketing; Social exchange theory; Two-sided persuasion; Trust; Purchasing decision; |
中文摘要 | 銷售之功能已逐漸由過去之「理性行銷」轉變為「感性行銷」,而其中「關係行銷」之角色也更形重要,消費者之信任將導至良好之關係;而中國人受到儒家思想之影響,對關係之看法與西方人將有所不同,本研究嘗試以實驗設計之方法探討顧客與銷售員關係及「雙面訴求」是否會影響顧客對銷售員之信任及購買意願。研究之結果顯示:在高涉入之情況下,「社會交易理論」及「雙面訴求」顯著的影響廣告之效果,且其互動性亦具有顯著性之影響,驗證在高涉入之情況下,對較親近的人較易信任。且負面之訊息愈早提出愈好。但在最適訊息量之驗證上,本研究之實證結果僅指出訊息量低於40%以下較佳,並無法驗證最適之負面訊息量。 |
英文摘要 | The function of sale has been changed from rational Marketing to feeling marketing, and the role of relationship marketing becomes more important. The consumer’s trust will make good relationship. However, the relationship of Chinese, which is influenced by Confucian Culture, is different from Western. The main focus of this Study is to investigate the influence of “Social Exchange Theory“ and “two-sided Persuasion” on purchasing decision. The results of our experimental design showed that “Social Exchange Theory“ and “two-sided Persuasion” have significantly influences on purchasing decision and its interactions are also significant. The more salesman and customer are related, the lower the negative persuasion is, the better performance of advertisement on high involvement. However, there is no significant effect on “Optimal Information Theory”, the study only shows that the information under 40%, the performance of advertisement is better. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。