政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/64625
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113648/144635 (79%)
造訪人次 : 51580894      線上人數 : 942
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64625


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/64625


    題名: 廣告量對品牌態度與購買率之長期影響
    其他題名: The Longitudinal Effects of Advertising Expenditure on Consumers` Attitudes to Brands and Purchase Rates
    作者: 別蓮蒂;陳怡穆
    Bei, Lien-Ti;Chen, Yi -Mu
    貢獻者: 企管系
    關鍵詞: 廣告量─銷售量函數;廣告階層效果;遞延效果;Panel Dat分析法
    Ad-sales Function;Hierarchy of Effect of Advertisement;Cumulated Effect of Advertisement;Panel Data Analysis
    日期: 2011-12
    上傳時間: 2014-03-12 17:50:06 (UTC+8)
    摘要: 本研究採用國內兩大資料庫的十年長期資料，探討廣告量占比對消費者的品牌態度與購買率的影響，逐一檢視廣告量函數的形狀、廣告的階層效果與遞延效果，並採用panel data分析法進行分析。研究結果發現，廣告量占比的確對常購品與選購品的品牌態度與購買率都有正向影響。在廣告量占比對購買率的函數形狀部分，食品類與飲料類產品呈現正向相關段的concave 函數，而家庭用品類與選購品則為線性函數。廣告階層效果的研究結果顯示，購買率在常購品類中的食品類對品牌態度為部分中介效果，在飲料類為－完全中介變數；而在選購品中，消費者的品牌態度在電器機車類對購買率有部分中介效果，在金融產品類呈現出完全中介效果。透過九年的資料分析廣告量的遞延效果可發現，前期的廣告效果透過影響消費者前期品牌態度或者是前期購買率，進而間接地影響本期的購買率或本期的品牌態度，說明廣告的展露會隨著時間的經過，轉化成為公司的一項無形資產，行銷經理須更注意廣告支出的遞延效果與長期累積效果。
    The current study employed two datasets, Rainmaker XKM`s ad expenditure report and Eastern Integrated Consumer Profile (E-ICP) to investigate the shape of "ad share-brand attitude" function and "ad share-purchase rate" function, and explored the mediating effect of brand attitude and sales share based on the hierarchy of effects of ads, and the cumulated effects of ads. Panel date analysis was used since it could avoid the estimation bias from single cross-sectional or time-series analysis only. The findings revealed that the shape of ad share-purchase rate function reflected the positive part of a concave curve in food and beverage, but linear in other product categories.The results also illustrated a partial mediation effect of purchase rate on brand attitude in food products, and a full mediation effect in beverage. In the category of shopping goods, consumer` brand attitude had a partial mediating effect on purchase rate in electronics, and a full mediating effect in financial products, such as credit cards, insurances, and saving account. Ad investment in the previous period was transferred into the purchase rate or brand attitude of the long run benefits of ad investment and maintain the cumulated effect.
    關聯: 管理學報, 28(6), 545-563
    資料類型: article
    顯示於類別:[企業管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    4361.pdf8156KbAdobe PDF21022檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋