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Influences of Incomplete Information in Printed Clothing Advertising on Purchasing Intentions
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|摘要:||Printed advertising is utilized to disseminate information to potential or target customers in a way to attract attention. Due to space limitation, information included in printed advertisements is carefully chosen to introduce certain aspects of the products. Printed clothing advertising in magazines is the kind emphasizing clothing design rather than describing details. Hence, information in printed clothing advertising is often incomplete and requires consumers to infer the missing information. This research intended to examine how consumers perceive incomplete information in printed clothing advertisements in magazines and whether incomplete information influence decisions. A total of 239 samples of printed clothing advertisements in fashion magazines were collected in 2006. Content analysis was utilized to code the types of information in printed clothing advertisements prior to questionnaire design. Ten categories of information were classified from sampled advertisements. In questionnaire, attitudes toward incomplete information in printed clothing advertisements, information search, involvement, purchasing intentions, and demographics were questioned. A consumer survey was administered in the metropolitan area in Taipei, Taiwan, using stratified sampling. Total valid samples were 301. Based on the results of this study, respondents who believed missing information in printed clothing advertising would be important tended to search missing information from other sources like media, word-of-mouth, salespersons, or in stores. Information search behavior positively influenced purchasing intentions. Hence, information disseminated by marketers using printed clothing advertising is useful for those consumers who search more information from various channels. In general, consumers who had higher levels of involvement tended to pay more attention to missing information and more likely to search information to fulfill the need for information. Consumers who had lower level of involvement tended to ignore missing information and to search less information. Missing information could be inferred by prior experiences and self-understandings for decisions. Strategic marketing were suggested based on results of this study.|
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