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題名:手機廣告用詞對消費者換機意願之影響研究
書刊名:行銷評論
作者:張銀益連慧雯
作者(外文):Chang, Yin YihLien, Hui Wen
出版日期:2007
卷期:4:1
頁次:頁73-101
主題關鍵詞:手機廣告用詞生活型態科技態度Cellular phoneAdvertising wordLifestyleTechnology attitude
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:13
  • 點閱點閱:41
行動電話是使用人數成長最快的一項科技產品,在台灣市場上手機廣告也隨處可見。本研究主要是探討手機廣告用詞對消費者換機意願的影響,並進一步探討不同消費者族群對手機廣告用詞而產生換機意願的影響。本研究的手機廣告用詞分爲「功能面」、「流行面」、「健康面」三種訴求。本研究採取問卷調查方式,有效樣本爲673份問卷。研究結果顯示功能面及流行面的廣告用詞,的確會對不同生活型態及科技態度的消費者產生不同的感受。生活型態傾向「流行嘗新」,且科技態度傾向「科技領先」及「科技玩樂」的消費者,對藍芽無線、手寫語音、影音視訊功能、手機外觀時髦個性等的廣告用詞感受較強。科技態度傾向「科技應用」及「科技領先」的消費者,對手機應用功能及時尚品味手機廣告用詞感受較強,但不喜歡手機太過炫耀。生活型態傾向「效率自主」及「理性規律」,且其科技態度傾向「科技擔憂」而較不具「科技玩樂」特質的消費者,對手寫語音、生活應用功能、溝通分享及健康方面的廣告用詞感受較強。
Cellular phones are one of the high-tech products that have the highest growth rate in Taiwan. We can see cellular-phone advertisements every day. The main purpose of our research is to see how consumers's willingness replace their cellular phones are influenced by the advertising words. Furthermore, we will see the impact of cellular-phone advertising words on different consumer groups in their willingness to replace their cellular phones. There are three categories of variables in this research, which are functional advertising words, fashionable advertising words, and healthful advertising words. This research adopts questionnaire method, 673 copies of effective samples were returned. Our research reveals that advertising words for functional feature and fashion indeed affect people of different lifestyles and attitudes toward technology in varying degrees. People who have a tendency toward "fashionable" lifestyle, and whose attitudes toward technology are "technology enjoyed" and "technology transcendent" prefer advertising words such as "bluetooth", "handwritten", "multimedia", and "fashion and smart" cellular phones. People who tend to be "technology application user" and "technology lover" prefer advertising words such as "application", and "vogue and taste", but dislike fancy cellular phones. People who tend to have lifestyles of "efficient independence" and "rational discipline", and whose attitudes toward technology are more "technology concerned" rather than "technology enjoyed" prefer advertising words such as "handwritten", "application", "communication", and "health".
期刊論文
1.Rudolph, W. S.(1977)。Lifestyle Research Inappropriate for Some Categories of Product。Marketing New,10(7),234-239。  new window
2.Wells, William D.(1975)。Psychographics: A critical review。Journal of Marketing Research,12(2),196-213。  new window
3.Plummer, Joseph T.(1974)。The Concept and Application of Life Style Segmentation。Journal of Marketing,38(1),33-37。  new window
4.祝鳳岡(19980100)。廣告策略之探研--系統建構觀點。廣告學研究,10,31-50。new window  延伸查詢new window
學位論文
1.顏承章(2003)。大學生生活型態及其資訊搜尋行為之研究--以手機產品資訊為例(碩士論文)。中國文化大學,台北市。  延伸查詢new window
2.陳明縈(2004)。口碑與廣告效果配適對消費者購買行為影響之研究--以南台灣行動電話用戶為例(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
3.王照馥(2004)。大學生科技態度與網路書店購物行為之相關性研究(碩士論文)。南華大學。  延伸查詢new window
4.沈珮鈴(2004)。廣告訴求、品牌信任與購買意願因果關聯性之研究--以行動電話產業為例(碩士論文)。銘傳大學。  延伸查詢new window
5.王麗鈞(2004)。台北市手機消費者生活型態與產品屬性偏好之研究(碩士論文)。國立臺北大學。  延伸查詢new window
6.范政揆(2005)。以廣告訴求分析台灣行動電話市場之產品差異化策略(碩士論文)。國立臺北科技大學。  延伸查詢new window
7.黃守聰(2004)。產品涉入程度、品牌權益、感性訴求廣告與購買意願關係之研究--以手機為例(碩士論文)。大葉大學。  延伸查詢new window
8.劉弘文(2005)。廣告代言人類型、產品創新屬性對購買意願影響之研究--以高科技產品為例(碩士論文)。輔仁大學。  延伸查詢new window
9.劉明哲(2004)。消費者生活型態、消費者購買涉入程度與廣告訴求對廣告效果之影響--以行動電話為例(碩士論文)。中國文化大學。  延伸查詢new window
10.劉蘊儀(2004)。1997--2003年台灣報紙廣告數量與 表現內容之研究--以自由時報為取樣對象(碩士論文)。中原大學。  延伸查詢new window
11.Davis, Fred D. Jr.(1986)。A Technology Acceptance Model for Empirically Testing New End-user Information Systems: Theory and Results(博士論文)。Massachusetts Institute of Technology。  new window
圖書
1.榮泰生(2000)。廣告策略。台北:五南。  延伸查詢new window
2.Douglas, Mary、Isherwood, Baron(1979)。The World of Goods。London:Routledge。  new window
3.Hawkins, D. I.、Best, R. J.、Coney, K. A.(1986)。Consumer Behavior: Implications for Marketing Strategy。Plano, TX:Business Publications。  new window
4.Kotier, Philip(2001)。A Framework for Marketing Management。Prentice-Hall。  new window
5.Farbey, A. D.、沈筱雲(2000)。成功的廣告策略。臺北市:小知堂文化事業有限公司。  延伸查詢new window
6.別蓮蒂(2006)。2006台灣消費者生活型態白皮書。臺北市:東方線上。  延伸查詢new window
7.林隆儀、羅文坤、鄭英傑(1988)。廣告策略精論。臺北:清華管理科學圖書中心。  延伸查詢new window
8.Bame, E.、Dugger, W.(1993)。Pupils' attitude toward technology-PATT。Richard D. Irwin, Inc.。  new window
9.Bovee, C. L.、Arens, W. F.(1992)。Contemporary Advertising。Richard D. Irwin, Inc.。  new window
10.樊志育(1985)。廣告學新論。台北市:三民書局。  延伸查詢new window
11.Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1982)。Consumer Behavior。N.Y:Chicago:Holt, Rinehart Winston:Dryden Press:Dryden Press。  new window
12.Rogers, Everett M.(1995)。Diffusion of Innovations。New York, NY:Simon & Schuster。  new window
13.Belch, G. E.、Belch, M. A.(1998)。Advertising and promotion: An integrated marketing communications perspective。New York:Irwin。  new window
14.Bourdieu, Pierre、Nice, Richard(1977)。Outline of a Theory of Practice。Cambridge:Cambridge University Press。  new window
15.吳明隆(2005)。SPSS統計應用學習實務:問卷分析與應用統計。知城數位科技股份有限公司。  延伸查詢new window
16.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
圖書論文
1.Lazer, W.(1963)。Life style concepts and marketing。Toward Scientific Marketing。Chicago, IL:American Marketing Association。  new window
 
 
 
 
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