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研究生:王麗雅
研究生(外文):Liya Wang
論文名稱:TheEffectsofInternetAdvertisingAttitudeandBrandImageonPurchaseIntention:AStudyofOnlineUsersinTaiwan
論文名稱(外文):The Effects of Internet Advertising Attitude and Brand Image on Purchase Intention: A Study of Online Users in Taiwan
指導教授:吳宗正吳宗正引用關係
指導教授(外文):Chung-Cheng Wu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:113
外文關鍵詞:Purchasing intentionInternet advertising attitudesBrand image
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The purposes of the study were to examine consumers’ attitudes toward web advertisement and email advertisement. Also, the investigations would be further proceeded to inspect the influences of consumers’ attitudes from web and email advertisement upon brand image and purchase intention. This study collected data by adopting online questionnaires. One hundred and ninety-eight valid questionnaires were retrieved. Most participants, about 114, were around age 20 to 29, and 64 participants were around age 30 to 39. The study found that first, consumer internet advertising attitudes from either web and email advertisement had positive relation with brand image and purchase intention. Second, consumers’ attitudes toward brand image positively related to purchase intention as well. Third, it was found that consumers’ attitudes towards web advertisement were significantly different from that of email advertisement. Fourth, consumers with different demographics did not tend to perceive differently on internet advertising, brand image, and purchase intention. Finally, consumers perceived web advertisement and email advertisement differently on advertising attitudes, brand image, and purchase intention. This study could provide information for Internet companies to reconsider what contents should be included in advertisement and how to broadcast their advertisement.
ACKNOWLEDGEMENTS................................................................................................. I
ABSTRACT.......................................................................................................................II
TABLE OF CONTENTS.................................................................................................. III
LIST OF TABLES............................................................................................................ VI
LIST OF FIGURES .......................................................................................................... IX
CHAPTER ONE INTRODUCTION................................................................................ 1
1.1 Research Background ............................................................................................... 1
1.2 Research Motivations................................................................................................ 2
1.3 Research Objectives.................................................................................................. 3
1.4 Research Objects and Extent .................................................................................... 3
1.5 Research Procedure................................................................................................... 3
CHAPTER TWO LITERATURE REVIEW.................................................................... 6
2.1 Advertising................................................................................................................ 6
2.2 Internet Advertising .................................................................................................. 9
2.3 Attitudes.................................................................................................................. 14
2.4 Brand Image............................................................................................................ 22
2.5 Purchase Intention................................................................................................... 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................... 29
3.1 Research Model ...................................................................................................... 29
3.2 Construct Measurement .......................................................................................... 30
3.3 Hypotheses to Be Tested......................................................................................... 31
3.4 Questionnaire Design.............................................................................................. 32
3.5 Sample Plan ............................................................................................................ 34
3.6 Data Analysis Procedure......................................................................................... 35
CHAPTER FOUR DATA ANALYSIS.......................................................................... 40
4.1 Sampling Analysis .................................................................................................. 40
4.2 Descriptive Statistics............................................................................................... 43
4.3 Factor Analysis ....................................................................................................... 50
4.4 Reliability Analysis and Validity Analysis............................................................. 54
4.5 Analysis Difference on Construct Variables........................................................... 61
4.5 Linear Structure Relation Model ............................................................................ 73
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS ......................................... 84
5.1 Research Conclusions ............................................................................................. 84
5.2 Research Suggestions.............................................................................................. 89
5.3 Research Limitations .............................................................................................. 89
5.4 Research Contributions........................................................................................... 89
REFERENCES ................................................................................................................. 91
APPENDICES .................................................................................................................. 96
A-1: Value of Item-to-total in Attitude toward Internet Advertising ........................... 97
A-2: Value of Item-to-total in Brand Image ................................................................. 98
A-3: Value of Item-to-total in Purchase Intention ........................................................ 98
B-1: Questionnaire in English....................................................................................... 99
B-2: Questionnaire in Chinese.................................................................................... 107
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