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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
書刊名：行銷評論
作者：蕭至惠 引用關係／蔡進發 引用關係／凃亮有
作者(外文)：Hsiao, Chih-hui／Tsai, Chin-fa／Tu, Liang-you
出版日期：2011
卷期：8:1
頁次：頁31-66
主題關鍵詞：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
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 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:5
  • 共同引用共同引用:20
  • 點閱點閱:84
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。
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.
期刊論文
1.Walker, B. A.、Olson, J. C.(1991)。Means-End Chains: Connecting Products with Self。Journal of Business Research，22(2)，111-118。  new window
2.Mehta. A.(2007)。Advertising Attitudes & Advertising Effectiveness。Journal of Advertising Research，47(3)，67-72。  new window
3.Hawkins, D. T.(1994)。Electronic Advertising on Online Information Systems。Online，18(2)，26-39。  new window
4.Young, S.、Feigin, B.(1975)。Using the benefit chain for improved strategy formulation。Journal of Marketing，39(3)，72-74。  new window
5.Atkin, Charles、Block, Martin(1983)。Effectiveness of Celebrity Endorsers。Journal of Advertising Research，23(1)，57-61。  new window
6.Vinson, Donald E.、Scott, Jerome E.、Lamont, Lawrence M.(1977)。The Roles of Personal Values in Marketing and Consumer Behavior。Journal of Marketing，41(2)，44-50。  new window
7.Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research，24(5)，33-41。  new window
8.Yaveroglu, I.、Donthu, N.(2008)。Advertising repetition and placement issues on on-line environments。Journal of Advertising，37(2)，31-43。  new window
9.Gutman, J.(1982)。A Means-End Chain Model Based on Consumer Categorization Process。Journal of Marketing，46(2)，60-72。  new window
10.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
11.Gorn, Gerald J.(1982)。The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach。Journal of Marketing，46(1)，94-101。  new window
12.Tan, S. Jiuan(1999)。Strategies for Reducing Consumers' Risk Aversion in Internet Shopping。Journal of Consumer Marketing，16(2)，163-180。  new window
13.Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research，36(5)，21-35。  new window
14.Novak, Thomas P.、Hoffman, Donna L.、Yung, Yiu-Fai(2000)。Measuring the Customer Experience in Online Environments: A Structural Modeling Approach。Marketing Science，19(1)，22-42。  new window
15.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research，14(3)，350-362。  new window
16.Bickart, Barbara、Schindler, Robert M.(2001)。Internet Forums as Influential Sources of Consumer Information。Journal of Interactive Marketing，15(3)，31-40。  new window
17.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
18.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
19.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
20.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
21.Beatty, S. E.、Kahle, L. R.(1988)。Alternative Hierarchies of Consumer the Attitude-Behavior Relationship: The Impact of Brand Commitment and Habit。Jounal of Academy of Marketing Science，16(2)，1-10。  new window
會議論文
1.林震岩、張日騰(1998)。產品型態與訊息呈現方式對網路購物行為影響之研究。第九屆國際資訊管理學術研討論會。  延伸查詢new window
學位論文
1.林建瑋(2003)。廣告代言人、事實訊息線索與知識結構對廣告訊息理解效果之影響(碩士論文)。國立嘉義大學。  延伸查詢new window
2.盧俊成(1998)。網際網路的典範轉移暨網路市場與新經營模式之探索性研究(博士論文)。國立臺灣大學。new window  延伸查詢new window
圖書
1.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(2005)。Consumer behavior。Dryden Press。  new window
2.Howard, John A.(1977)。Consumer Behavior: Application of Theory。McGraw-Hall。  new window
3.Hagel, John III、Armstrong, Arthur G.(1997)。Net Gain: Expanding Markets Through Virtual Communities。Harvard Business School Press。  new window
4.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
5.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
6.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1993)。Consumer Behavior。Dryden Press。  new window
其他
1.Zeff, R. L. & Aronson, B.(1997)。Advertising on the Internet，New York：John Wiley & Sons, Inc。  new window
2.Kvan, T. & Affleck, J.(2007)。The Role of Virtual Communities in Heritage Interpretation，Taiwan：EDODACOM Inc。  new window
3.Laband, D. N.(1989)。The Durability of Information Signals and the Content of Advertising。  new window
4.楊嘉麗(2001)。網路互動性對信賴關係之影響。  延伸查詢new window
5.Smith, L. A. & Foxcroft, D. R.(2009)。The Effect of Alcohol Advertising, Marketing and Portrayal on Drinking Behaviour in Young Pepole。  new window
6.Freeman, T. W., Hart, J., Kimbrell, T. & Ross, E. D.(2009)。Comprehension of Affective Prosody in Veterans with Chronic Posttraumatic Stress Disorder。  new window
7.Graeff, T. R.(1997)。Comprehending Product Attributes and Benefits: The Role of Product Knowledge and Means-Ends Chain Inferences。  new window
8.鄭巽尹(2002)。知識結構、涉入度與消費者理解程度關係之研究。  延伸查詢new window
9.Olson, J. C. & Reynolds, T. J.(1983)。Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy，Lexington, MA：Lexington Books。  new window
10.黃盈裕(2001)。顧客價值的方法目的鏈模式之研究--以童裝之消費經驗為例。  延伸查詢new window
11.Assael, H.(1998)。Consumer Behavior & Marketing Action Cincinnati，Ohio：South-Western College Publishing。  new window
12.Mick G. D.(1992)。Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitude, and Memory。  new window
13.Lin, C. F.(2002)。Attribute-Consequence-Value Linkages: A New Technique for Understanding Customers’ Product Knowledge。  new window
14.Moore, D. L. & Hutchinson, J. W.(1983)。The Effects of Ad Affect on Advertising Effectiveness，Ann Arbor, MI：Asociation for Consumer Research。  new window
 
 
 
 
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