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研究生:藍粒瑋
研究生(外文):Li-Wei Lan
論文名稱:網路行銷廣告模式與消費者訊息搜尋對購買決策影響之研究
論文名稱(外文):The Research of Influencing Between the Advertising Format of Internet Marketing and Consumer’s Information Search on Purchase Decision
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理研究所
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:中文
論文頁數:114
中文關鍵詞:廣告模式訊息搜尋購買決策
外文關鍵詞:advertising formatsInformation searchpurchase decision
相關次數:
  • 被引用被引用:2
  • 點閱點閱:507
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
本研究主要在探討不同的網路廣告模式與消費者訊息搜尋進而對購買決策之影響。研究之網路廣告模式採用橫幅式廣告、贊助式廣告、插入式廣告、豐富多媒體廣告、關鍵字廣告、3D視覺化廣告以及廣告遊戲共七種;訊息搜尋架構包含搜尋利益、搜尋成本、搜尋能力、搜尋動機以及搜尋程度。本研究是以網路問卷的方式,進行問卷之填寫。總共回收468份,去除無效問卷者12份,總共有效問卷為456份,有效率為97.43%。資料分析使用結構方程模式之路徑分析驗證研究假設並以多元邏輯迴歸分析訊息搜尋對購買決策影響。結果本研究發現如下:
一、搜尋利益與搜尋動機之間呈現顯著正向關係完全符合
二、搜尋動機與搜尋程度之間呈現顯著正向關係完全符合
三、搜尋成本與搜尋動機之間呈現顯著負向關係部份符合
四、搜尋能力與搜尋程度之間呈現顯著正向關係部份符合
五、女性消費者購買決策受搜尋活動程度大
六、搜尋程度愈高對搜尋活動重視程度愈大,搜尋行為對決策的影響程度愈高。
七、教育程度較低的消費者購買決策受到搜尋行為影響的程度較大。
The purpose of this study is the effect of purchase decision in different online ad-vertising formats and consumer’s information search.
Seven kinds of online advertising formats in this study , including banner ads, sponsorship, interstitials, Rich Media, Keyword search, 3D visualization, and advert-games. Information search, including search cost, search benefit, search ability, search motivation and search effort. The study used structural equation modeling, path analysis and multinomial logistic regression for the analysis. The findings of this paper are as follows:
1.Search benefit and search motivation have positive influence on search effort in all of online advertising formats.
2.Search motivation and search effort have positive influence on search effort in all of online advertising formats .
3.Search cost and search motivation have negative influence on search effort in some of online advertising formats.
4.Search ability and search effort have positive influence on search effort in some of online advertising formats.
5.Search effort has strongly effect on the purchase decision of female.
6.Search effort has strongly effect on the purchase decision.
7.Search effort has strongly effect on the purchase decision of consumers with lower education.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究動機與背景............ 3
  第二節  研究問題與目的............ 4
  第三節  研究流程............... 5
第二章  文獻探討................. 5
  第一節  網路行銷............... 5
  第二節  網路廣告模式............. 7
第三節  消費者訊息搜尋............ 20
  第四節  購買決策............... 26
第三章 研究方法................. 32
第一節 研究架構............... 32
第二節 研究假設............... 33
第三節 研究設計............... 38
第四節 資料蒐集............... 42
第五節 資料分析方法............. 43
第四章 資料分析與討論.............. 45
第一節 樣本結構分析............. 45
第二節 信度分析................. 54
第三節 單因子變異數分析............ 55
第四節 結構方程模式分析............ 61
第五節 訊息搜尋對購買決策影響........ 73
第五章  結論與建議................ 81
  第一節  研究結果............... 81
  第二節  研究限制............... 85
第三節 研究建議............... 86
參考文獻 ..................... 87
附錄  研究問卷.................. 106
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