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研究生:Lilyan Puspita Ningrum
研究生(外文):Lilyan Puspita Ningrum
論文名稱:影響印尼顧客對電視廣告態度的因素
論文名稱(外文):Factors Affecting Indonesian Custumer Attitude Toward TV Advertisment
指導教授:穆馬速穆馬速引用關係
指導教授(外文):Massoud Moslehpour
口試委員:穆馬速顧為元黃偉齡
口試委員(外文):Massoud MoslehpourBrandon GuhStephanie Huang
口試日期:2012-06-27
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系碩士班
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:2012
畢業學年度:100
語文別:英文
論文頁數:62
中文關鍵詞:印尼顧客態度電視廣告電視訊息內容唯物主義迴歸分析變異數分析
外文關鍵詞:indonesiacustomer attitudeTV AdvertisingTV message contentmaterialismlinear regressionanova
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本研究的目的,是要檢測影響顧客對廣告態度的各項因素,包括廣告內容(娛樂性、資訊性、刺激性、可信性)和唯物主義,以及調查不同組別聽眾的不同反應。研究的結果,將有助管理人員獲得印尼人反應的相關資訊,並把這些資訊應用於廣告活動中。另外,利用從印尼三個區域(東、中和西印尼)所收集到的數據,研究的題目將通過統計學軟件(SPSS)的測試,並利用統計學上的迴歸分析(Regression Analysis)和變異數分析(ANOVA),來探討其模擬結果。共有307名顧客填妥並交回問卷給研究員。本研究的結論是:對印尼顧客來說,電視上的信息內容(娛樂性、資訊性、刺激性、可信性)和唯物主義,均影響他們對電視廣告的態度;另外,按不同人口統計的組別、性別及曝光頻率,印尼顧客對電視廣告的態度,並無顯著的分別。
關鍵字:印尼、顧客態度、電視廣告、電視信息內容、唯物主義、迴歸分析、變異數分析
The objective of this research is to examine factors such as entertainment, informativeness, irritation, credibility, and materialism that affect customer attitude toward advertising. This research aim to investigate audience’s responses in different demographic groups in Indonesia. The data is collected from the three targeted regions in Indonesia (east, center, and west of Indonesia), then the results are tested using Statistical Package for the Social Sciences (SPSS). The modeling results are discussed based on Regression analysis and ANOVA. In this case study, a total of 307 customers completed and returned useable questionnaire to the researcher. This research concludes that for Indonesian customers, TV message content (entertainment, informativeness, irritation, credibility) and materialism affect their attitudes towards TV advertisement. Furthurmore, the findings of this study shows that there are no statistically significant differences among customers with different advertising frequency exposure, region and demographic groups in their attitude toward advertisement. Based on that, the result of this study will help managers and further researchers to have a better understanding and first hand information about Indonesian response when they applied to advertising campaign.
Keywords: Indonesia, customer attitude, TV advertising, TV message content, materialism, linear regression, ANOVA.
TABLE OF CONTENT
Acknowledgement ................................................................................................................... I
English Abstract ..................................................................................................................... II
Chinese Abstract ................................................................................................................... III
List of Tables ......................................................................................................................... VI
List of Figures ....................................................................................................................... V
CHAPTER
I: Introduction......................................................................................................... 1
Research Background ................................................................................ 1
Purpose of the Study .................................................................................. 4
Research Question ..................................................................................... 6
Limitation of the Study ............................................................................... 6
Outline of the Thesis .................................................................................. 6
II: Literature Review ............................................................................................... 9
Indonesian Market ..................................................................................... 9
Indonesian TV History ............................................................................. 10
Advertisement ........................................................................................... 12
TV Advertising Content ............................................................................ 13
Materialism .............................................................................................. 16
Customer Attitude Toward TV Advertisement ......................................... 17
III: Research Framework and Methodology .......................................................... 19
Research Framework .............................................................................. 19
Research Methodology............................................................................ 20
Questionnaire Design ............................................................................. 22
v
Pilot Test .......................................................................................... 24
Data Analysis Procedure ......................................................................... 24
Descriptive Analysis......................................................................... 25
Linear Regression Analysis.............................................................. 25
One Way Analysis of Variance (ANOVA) ........................................ 25
Sampling Design and Data Collection Procedures ......................... 25
IV: Result ............................................................................................................... 27
Descriptive Analysis ............................................................................... 27
Data Collection ............................................................................... 27
Descriptive Statistic for Questionnaire Variables ........................... 29
Reliability Exploratory ........................................................................... 32
Factor Analysis ...................................................................................... 36
Advertisement Content .................................................................... 33
Materialism ..................................................................................... 35
Attitude toward TV Advertisement .................................................. 35
Linear Regression .................................................................................. 36
ANOVA .................................................................................................. 39
Result and Findings ............................................................................... 44
V: Conclusion ..................................................................................................... 45
Research Conclusion ............................................................................. 46
Theoretical Contribution and Research Discussion ............................. 46
Implication and recomendation ............................................................. 47
Limitations ............................................................................................. 48
REFFERENCE ..................................................................................................................... 49
APPENDIX I The Survey Questions in Indonesia ................................................... 55
APPENDIX II The Survey Questions in English ...................................................... 59
vi
LIST OF TABLES
Table
Table 1 Advertisement Spend Growth........................................................................................3
Table 2 Demographic and Economic indicators........................................................................8 Table 3 Summary of Research Hypotheses..............................................................................20
Table 4 Construct measurement variables...............................................................................22
Table 5 Descriptives of Respondents TV exposure and Respondents demographics..............26
Table 6 Descriptive Analysis of Questionnaire.......................................................................29
Table 7 The Result of Factor Loading and Reliability Analysis..............................................31
Table 8 Realibility Values for This Study as Compared to the Previous Study..................... 35 Table 9 Correlation Analysis..................................................................................................36
Table 10 Linear Regression Analysis......................................................................................37
Table 11 ANOVA Analysis for Different Gender....................................................................39
Table 10 ANOVA Analysis for Different Marital Status.........................................................40
Table 11 ANOVA Analysis for Different Age..........................................................................40
Table 12 ANOVA Analysis for Different Edcation..................................................................41
Table 13ANOVA Analysis for Different Occupation...............................................................41
Table 14 ANOVA Analysis for Different Personal Income.....................................................42
Table 15 ANOVA Analysis for Different Frequency...............................................................43
Table 16 ANOVA Analysis for Different Region.....................................................................43
Table 17 Result........................................................................................................................44
vii
LIST OF FIGURES
Figure
Figure 1 Indonsia Advertising Share...................................................................................2
Figure 2 Advertising spend in Indonesia.............................................................................4
Figure 3 Conceptual framework........................................................................................18
Figure 4 Time when consumer mostly exposed to television.............................................28
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