政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/10214

政大典藏 > College of Commerce > Department of Business Administation > Periodical Articles > Item 140.119/10214

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10214

Title:	網際網路數位化產品資訊揭露之廣告效果研究
Other Titles:	The Effect of Advertisement of Information Exposure of Digital Product on Internet
Authors:	江啟先;黃思明 Chi-Hsian Chiang;Hwang, SyMing
Keywords:	數位化產品;資訊揭露;文獻資料庫 Digital product;Information exposure;Literature database
Date:	2003-12
Issue Date:	2008-11-25 10:34:30 (UTC+8)
Abstract:	數位化產品，例如文獻資料庫，可將其部分資訊揭露當作廣告。目前對數位化產品多少揭露量可達較佳之廣告效果並不清楚。本研究分兩階段進行。第一階段為探索性研究，利用文獻探討、個案研究、消費者深入訪談確認數位化產品資訊揭露的理論研究架構。第二階段適用實驗法，驗證理論架構之前後變項關係。結果顯示資訊揭露確實存在較適量使得產品態度與購買意願達到較大。適當的揭露方式與揭露量有助於提昇產品態度與購買意願。消費者之產品知識影響其產品態度與購買意願，產品知識高低不同的消費者產品態度與購買意願不同，產品知識高的在適當資訊揭露下產品態度與購買意願皆比低產品知識者來的高。文獻資料庫種類不同對廣告效果造成影響。 A portion of digital products like database and digital books can be used as commercials to promote digital products. At present, No one knows how to expose the digital product that can reach good advertisement effect. Therefore we use two levels to do the research. First, we use explorative research: Literature review, case study, consume deep interview are used to explore theory and concept framework. Secondly, we use lab test to testify the hypothesis. The results showed there really exists the amount of exposure that can induce better advertisement effect. The research concluded: 1. Suitable exposure way and knowledge effect their product attitude and buying willing. 3 The different type of literature database also” effect consumer’s product attitude and buying willing.
Relation:	管理學報, 20(6), 1045-1080
Data Type:	article
Appears in Collections:	[Department of Business Administation] Periodical Articles

Files in This Item:

File	Size	Format
index.html	0Kb	HTML2	1282	View/Open

社群 sharing

Loading...