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題名 | 屬性類型與媒體類型之溝通效果研究=The Communication Effects on the Relationship between Attribute Type and Media Type |
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作者 | 潘明全; 蕭文杰; Pan, Ming-chuan; Hsiao, Wen-chieh; |
期刊 | 大同學報 |
出版日期 | 19961100 |
卷期 | 26 1996.11[民85.11] |
頁次 | 頁13-15+402 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 行銷溝通; |
中文摘要 | 傳統上,有關行銷溝通之研究往往著重在電視、廣播以及平面媒體,很少研究是針對訊息溝通來探討直接經驗。由於包裝技術的進步,廠商可以以多種方式來請消費者試用商品,而且愈來愈多的廠商在許多地方邀請消費者來試用產品。這意謂著直接經驗將在消費者的生活中漸漸普遍。 Wright and Lynch 在 1995 年提出〞媒體一致性〞的假設。這兩位學者發現,廣告適合於溝通搜尋性屬性,而直接經驗則適合於溝通經驗性屬性。然而,以往的學者大都使用低價格的產品為受測物,而且國內也很少研究有關媒體一致性的溝通效果。因此,本研究將實際驗證在不同價格產品(高價格與低價格),以及在不同訊息涉入程度下,媒體一致性之溝通效果。 實驗結果可以歸納出以下結論:(一)在低價格產品上,廣告與搜尋性屬性一致,直接經驗則與經驗性屬性一致。當行銷人員計畫將一項低價格的新產品導入市場時,他們可以先確認出該產品的主要屬性,然後根據此屬性的性質選擇與屬性相一致的溝通方式。(二)在高價格產品上,媒體一致性之溝通效果存在於三項信念變數上。(三)在高價格產品上,不論是在高涉入或低涉入的情況下,媒體一致性之溝通效果在重要屬性數目與權數上均不顯著。當消者在選擇高價格產品時仍然較注意經驗性屬性,而較不受媒體的操弄。(四)涉入程度會減損媒體一致性在信念強度上的效果,而不會減損其在認知精確性、重要屬性的數目與權數上的效果,顯示產品屬性較重要權數容易被改變。 |
英文摘要 | Academic research has traditionally focused on marketing communications in television, radio, and print media. Less research has been aimed at direct experience in communicating information. Because of the progress of package technology, it is possible to let consumers sample products in several ways. Moreover, more and more firms invite consumers to sample their products in many places. Direct experience is prevalent in our lives gradually. In 1995, Wright and Lynch proposed a "media congruence" hypothesis. They found that direct experience is congruent with (or best suited to) experience attribute belief communication, and advertising is congruent with search attribute belief communication. However, most of previous studies used low-price object; and there are less researches talking about communication effect of media congruence in Taiwan. We will examine empirically the communication effect of media congruence under the different prices of objects-high-price (personal computer and electric fan) and low-price (fruit juice and white board marker) object and under the different involvement. The results of hypotheses test lead us to arrive at the following points: 1.Advertising was more congruent with search attributes and direct experience was more congruent with experience attributes in low-price product. This result confirm Wright and Lynch's "media congruence" hypothesis. So, When markers plan to introduce a new low-price product, they can determine the determinant attributes first, then choose a congruent way to communicate new product information. 2.Communication effects of media congruence for three belief variables exists in high-price products. 3.Media congruence for the number and weighting of important attributes are not supported in both low- and high-involvement conditions. This result show that consumers still pay more attention to important experience attributes instead of being manipulated by media in choosing high-price products. 4.Involvement mitigates media congruence interaction for belief strength, but not for recognition accuracy and the number and weighting of important attributes. These results show that product attribute beliefs are more easily changed than are importance weights. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。