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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17694


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17694


    Title: 市場意見領袖特質與個人購物傾向對消費者選擇資訊與購買管道之影響--比較網際網路、型錄、與零售商店
    Other Titles: The Impact of Market Mavenism and Shopping Orientation on the Consumer`s Use of the Web, Catalog and Retail Stores as Shopping and Buying Channels:A Causal Modeling Approach
    Authors: 郭貞;李海容
    Date: 1999-07
    Issue Date: 2008-12-18 17:16:02 (UTC+8)
    Abstract: 本研究經由網路線上調查訪問了999位美國網友，試圖從消費傾向、市場意見領袖特質、以及四個人口變項來檢視會影響他們選擇網路、型錄、與零售點作為商品資訊管道和購買通路的因素是什麼。從ANOVA與LISREL共變異量分析的結果顯示：具有高度市場意見領袖特質的受訪者確實會更積極運用三種管道來搜尋商品資訊，以及購買商品。注重便利性和喜歡貨比三家的受訪者經常上網路瀏覽商品資訊，而且前者也會在網路上購物。年長者注重便利性，年輕人視購物為娛樂。代表社經地位的教育成度與個人收入也對受訪者的資訊與購買管道之選擇有明顯的影響。
    Relation: 廣告學研究, 13, 39-60
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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