| Reference: | 一、中文部分
王瑤芬(民78) , 「 三十三歲的你，開什麼車? 」 日本文摘，1989年12月) ，頁110-111 。
江建良(民77) .使用情境與產品涉入對購買意願影響之研究，高雄國立中山大學企研所碩士論文。
伊集院龍昌演講，許安娜譯(民77) ，「 Marketing戰略的立業法一基本的觀念和方法」，國華人,Ries & Trout(1981) 李定健譯，行銷定位，台北:經濟與生活出版事業股份有限公司。
威爾斯(Wells) 與洪良浩（民78) ，「心動與動心」，吳承凱整理 ) ，突破雜誌， 48頁154-155。
威爾斯(民78) ? "How Advertising Works? "袁兵譯，李秀鳳聲理) ，突破雜誌，48頁156-158。
深川英雄著，許安娜譯(民79)，「 日本電通廣告賞」， 日本文摘
曾海蒼(民77) ，廣告目標、廣告表現方式之組合與廣告效果關係之研究，台北:國立台灣大學商學研究所碩士論文。
楊中芳(民76) ，廣告的心理原理，台北:遠流出版社。
場朝陽著，劉興武譯，廣告的科學，台北:台灣新生報出版部，再版。
楊朝陽(民77) .業實用創意法—發想的新潮流，台北:朝陽堂文化事業股份有限公司。
蔡益彬(民79)，「 形象廣告面臨挑戰」， 突破雜誌，54 期，1990 年1月)，頁118 。
葉進成(民78)，行銷資訊系統之建立---以個案公司為例，台北淡江大學管科所碩士論文。
蔡坤宏(民77)，驗證性因素分析法之研究，台北：國立政治大學企研所碩士論文。
董三印，羅文坤著(民68)， 廣告心理學， 台北：天馬出版社。
顧瑜君，(民78)， 「攻擊不設防的心」張老師月刊， (1 989 年3 月頁59-71。
Ries& Trout (1986)，蕭道遠譯，行銷大戰，台北：長河出版社。
英文部分：
Aaker D. (1976). Strategic Market Management, Englewood Cliffs, NJ: Prentice-Hall.
Aaker D. A. & J. G. Shansby (1982). "Positioning Your Product," Business Horizons, (May/June). pp.56-62.
Advertising Age (1989), "Winston`s Share Declines Can Be Traced to Inconsistency in Advertising Themes." (July 31). pp.1-36.
Anderson J. & D. Gerbing (1988). "Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach." Psychological Bulletin, 103, pp.411-423.
AssaelH. (1984), Consumer Behavior and Marketing Action, (2nd ed.), Boston: Kent Publishing.
Beane To & D. Ennis(1987), "Market Segmentation; A Review"European Joyrnal of Marketing 21, 5.
Belk(1974), "An Exploratory Assessment of Situational Effects in Buyer Behavior ", Journal of Marketing Research, pp.156-163.
Belk, R.W (1985), "Issues in the Intention-Behavior Discrepancy," In J. N. Sheth ed. Research In Consumer Behayior, Vol.l, pp.1-34.
Bentler P. & C. Chou (1988), "Practical Issues In Structural Modeling," in Long ed. Common problems!Proper Solutions, Newburg: Sage Publication Inc.
Bollen(1989), Structural Equations with Latent Variables, N.Y.: John Wiley & Sons.
Burke J. D. (1980), Advertising in the Marketplace, (2nd ed.), McGraw-Hill Inc.
Cohen P. , J. Cohen, J. Teresi, M. Marchi, and C. Velez 1990), "Problems in the Measurement of Latent Variables in Structural Equations Causal Models,"Applied Psychologjcal Measurement, Vol.14, No.2, June), pp.183-196.
Dagnoli J. (1989), "Too Many changes Sped Winston`s Fall," Advertising Age, (July 31), pp.36.
Demby E. (1974). "Psychographies and From IIhence It Came," in lIells ed. Life Style and Psychographics, Chicago: AMA.
Dillon,W. & Goldstein M. (1984), Multiyariate Analysis: Methods and Applications, John Wiley & Sons. Inc.
Engel, Blackwell and Minard (1986), Consumer Behavior, N. Y.: the Dryden Press.
Everitt B.S. (1984). An Intorduction to Latent Variable Models. Helpman Co.
Fornell C. (1982), "A Second Generation of Multivariate Analysis: An Overview," in Farnell ed. A Second Generation of Multivariate Analysis, N. Y.: Praeger Inc. pp.1-21.
Farnell. C. & F. Bookstein (1982), "Analysis of Two Structural Equation Models: LISREL and PLS to Market Date," in Fornell ed. A Second Generation of Multivariate Analysis, pp.289-324.
Forrester, J.W(1959)， "Advertising: A Problem in Industrial Dynamics," Harvard Business Review, (Mar/Apr)
Frazer C. (1983) , "Creative Strategy: A Management Perspective," Journal of Advertising, Vol.12, No.4, pp.36-41.
Hansen F. (1972), Consumer Choice Behavjor: A Cognitive TheorY, N. Y.: The Free Press.
Haward J. & Woodside A. G. (1984), "Personal Values Affecting Consumer Psychology," in Pitts, Jr. and A. G. Woodside ed. Personal Values and Consumer Psychology, pp.3-12.
Holman, R. (1984), "A Values and Lifestyles Perspective on Human Behavior," In Pitts Jr. & Woodside ed. personal Values and Consumer psychology, pp.35-54.
Joreskog K. G. & Sorbom O. (1985), LISREL VI: Analysis of Linear Structural Relationshjps by the Method of Maximum Ljkehood, Indiana: Scientific Software, Inc.
Kahle L. & P. Kennedy (1989), "Using the List of Values (LOV) to Understand Consumers, " The Journal of Consumer Marketjng, Vol.5, No.3, pp.5-12.
Kakkar P. & Lutz R. (1981), "Situational Influence on Consumer Behavior: A Review," in Kassarjian & Robertson ed . Perspectives in Consumer Behavior, pp .204-214.
Kassarjian, H. (1971), "Personality and Consumer Behavior: A Review," Journal of Marketing Research, (Nov. 8),pp.409-418.
Kassarjian, H. & T. Robertson ed. (1981), Perspectives in Consumer Behavior, (3rd ed.), Illinois: Scott, Foresman and Company.
Kassarjian H. & M. Sheffet (1981), "Personality and Consumer Behavior: An Update," in Kassarjian & Robertson ed. Perspective in Consumer Behavior, pp. 145-180.
Kotler P. (1988), Marketing Management: Analysis. Planning . and Control (5th ed.), Englewood Cliffs, NJ: Prentice-Hall.
Kuo, C. (1985), "Media Use, Interpersonal Communication and Political Socialization," in M. McLaughlin ed. Communication Yearbook, Vol.9, Beverly Hills: Sage Publication. pp.625-641.
Kuo, C. (1990). "The Learing of Consumer Consumer Skills in the Chinese Knowledge Youths and An Integrated Model," in Hass Communication Research, 42 (Jan.).
Laskey H., E. Day & M. Crask (989). "Typology of Main Message Strategies for Television Commercials," JouI7nal of Advertising, Vol.18. No.I. pp.36-41.
Lastovicka J. & Joachimsthaler E. (1988). "Improving the Detection of Personality - Behavior Relationships in Consumer Research." Journal of Consumer Research, Vol.14, (March), pp.583-S87.
Lehmann D. & Gupta S. (989), "PACM: A Two-Stage Procedure for Analyzing Structural Models." in Applied Psychological Management. Vol.13. No.3 (Sep.), PP. 301-321.
Levitt T. (983), The Marketing Imagination, N.Y.: Free Press.
Levy S. J. (19S9), "Symbols Far Sales," Haryard Business Review, 37 (July/August), pp.117-124.
Long(1983a), Confirmatory Factor Analysis, Newburg Sage Publication Inc.
Long(1983b), Covariance Hodel: An Intorductjon to LISREL , Newburg: Sage Publication Inc.
Pamela H. & L. Kahle (1988), "A Strucutral Equation Analysis of the Value-Attitude-Behavior Hierarchy,"Jurnal of Personality Social psychology, Ho.54 April), pp.838-846.
Pitts, Jr. R. E. & A. G. `Woodside eds. Values and Consumer Psychology,
Books D. C. Heath and Company, 1984a), Personal Lex i ngton Mass.:
Pitts, Jr. R. E. & A. G. Woodside eds. (1984b), "Personal Values and Market Segmentation: Applying the Value Construct," in Pitt & Woodside ed. Personal Values and Consumer Psychology,
Plummer J. (1974), "Applications of Life Style Research to the Creation of Advertising Compaigns," in Wells ed. Life Style and Psychographies, Chicago: AHA
Porter, H. (1980), Competive Strategy, N. Y.: Free Press. Ray H. (1982), Advertising and Communication Management, Englewood Cliffs, NJ.: Prentice-Hall, Inc.
Reynolds F. and Darden W. (1974), "Construing Life Style and Psychographies" in Wells ed. Life Style and Psychographies. Chicago: AMA.
Ries & Trout (1981). Positioning: The Battle for Your Mind ? N. Y.: HcGraw-H iII Book Company.
Rokeach H. (973). The Nature of HUllan Values. N. Y.: The Free Press.
Sachs. W. S. (1983). Adyertising Management - Its Role in Marketing. Oklahoma: Pennwell Publishing Company.
SAS/STAT Software: CALIS and LOGISTIC Procedures, (1990) Release 6.04. Cary. NC: SAS Institute Inc.
Schmalensee (1983). "Today`s Top Priority Advertising Research Questions." ` Journal of Adyertising. Vol.23, pp.46-60.
Sheth. Jagdsih N. (1985). "Research in Consumer Behavior." Vol.1
Tauber E. (1980). "Point of View: How to Get Advertising Strategy from Research. n Journal of Advertising Research. Vo1.20. No.5. pp.67-72.
Troye. S. W. (985). "Situationist Theory and Consumer Behaviorn in Sheth ed. Research in ConsumerBehavior.
Villani K. Wind Y. (975), "On the Usage of `Modified` Personality Trait Measures in Consumer Research," Journa I of Consumer Research, Vo 1.2 (Dec.), pp. 223-228.
Wells, W. ed. (1974), Lifestyle and Psychographies , Chicago: AMA.
Wells, W. (1975), "Psychographies: A Critical Review,"Journal of Marketjng Research, 12 (Mar. 1975), PP.196-213.
Wheaton B. (1988), "Assessment of Fit in Overidentified Models with Latent Variables,"
in Long ed. Common Problems I Proper Solutions. Newburg CA.: Sage Book Publication Inc.
Ziff R. (1974), "The . Role of Psychographies in the Development of Advertisnign Strategy and COpy," in Wells ed. Life Style and Psychographjes, Chicago: AMA. |
