Please use this identifier to cite or link to this item:
標題: 平面廣告之旅遊訊息認知對購買意圖之影響
Influences of Perceived Travel Information in Printed Advertisements on Purchasing Intentions.
作者: 陳畇篔
Chen, Yun-Yu
出版社: 行銷學系所
引用: Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New York: The Free Press. Bettman, J. R. (1979). An information processing theory of consumer choice: Advances in marketing series. Massachusetts: Addison-Wesley Publishing Company. Bliss, C. I. (1934). The method of probits. Science, 79(3), 38-39. Boshoff, C. (2002). Service advertising: An exploratory study of risk perceptions. Journal of Service Research, 4(4), 290-298. Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16. Carlson, J. P., & Weathers, D. (2008). Examining differences in consumer reactions to partitioned prices with a variable number of price components. Journal of Business Research, 61(1), 724-731. Choi, J., & Lee, K. H. (2003). Risk perception and e-shopping: A cross-cultural study. Journal of Fashion Marketing and Management, 7(1), 49-64. Chu, K. M. (2008). A study into the antecedent, mediator and moderator of online shopping behavior's model from information richness and framing. The Business Review, 11(2), 317-323. Dacin, P. A., & Brown, T. J. (2002). Corporate identity and corporate associations: A framework for future research. Corporate Reputation Review, 5(2/3), 254-263. Estelami, H. (2003). The effect of price presentation tactics on consumer evaluation effort of multi-dimensional prices. Journal of Marketing Theory and Practice, 11(2), 1-16. Finch, H. J., Becherer, R. C., & Casavant, R. (1998). An option-based approach for pricing perishable serviced assets. The Journal of Services Marketing, 12(6), 473-483. Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37(3), 220-230. Fombrun, C. J. (1996). Reputation. M.A. Harvard Business School Press. Goldberg, M. E., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179. Goldsmith, R. E., Lafferty, B. A., & Newell S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54. Goldsmith, R. E., Lafferty, B. A., & Newell S. J. (2000). The influence of corporate credibility on consumer attitudes and purchase intent. Corporate Reputation Review, 13(4), 304-318. Havlena, W. J., & DeSarbo, W. S. (1991). On the measurement of consumer risk. Decision Sciences, 22(4), 927-939. Hoffman, K. D., & Bateson, J. E. G. (1997). Essential of Services Marketing. London: Dryden. Keller, K. L. (1998). Strategic Brand Management. N.J.: Prentice-Hall. Kim, H. M., & Kachersky, L. (2006). Dimensions of price salience: a conceptual framework for perceptions of multi-dimensional prices. Journal of Product and Brand Management, 15(2), 139-147. Kim, H. M. (2006). Consumers' responses to price presentation formats in rebate advertisements. Journal of Retailing, 82(4), 309-317. Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203. Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(4), 109-116. Lafferty, B. A., & Goldsmith, R. E. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12. Lafferty, B. A., & Goldsmith, R. E. (2004). How influential are corporate credibility and endorser attractiveness when innovators react to advertisements for a new high-technology product? Corporate Reputation Review, 7(1), 24-36. Lee and Han (2002). Partitioned pricing in advertising: Effects on brand and retailer attitudes. Marketing Letters, 13(1), 27-40. Mitchell, V. W., & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. The Service Industries Journal, 13(4), 179-200. Monroe, K. B. (2003). Pricing: Marketing Profitable Decisions (3rd ed). Boston: McGraw-Hill. Moorthy, S., Ratchford, B. T., & Talukdar, D. (1997). Consumer information search revisited: Theory and empirical analysis. Journal of Consumer Research, 23(4), 263-277. Morwitz, V. G., Greenleaf, E. A., & Johnson, E. J. (1998). Divide and prosper: Consumers'' reactions to partitioned prices. Journal of Marketing Research, 35(4), 453-463. Munnukka, J. (2006). Pricing method as a tool for improved price perception. Journal of Revenue and Pricing Management, 5(3), 207-220. Murray, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. Journal of Marketing, 55(1), 10-25. Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). NY: McGraw-Hill. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of Consumer Research, 21(2), 381-391. Pope, N. K. L., & Voges, K. E. (1999). Sponsorship and image: A replication and extension. Journal of Marketing Communications, 5(1), 17-28. Romani, S. (2006). Price misleading advertising: Effects on trustworthiness toward the source of information and willingness to buy. Journal of Product and Brand Management, 15(2), 130-138. Solomon, M. R. (2007). Consumer Behavior: Buying, Having, and Being (7th ed.). New Jersey: Prentice Hall. Stigler, G. (1961).The economics of information. The Journal of Political Economy, 69(3), 213-225. Survey of Travel by R.O.C Citizens (2007). ( Taylor, V. A., & Bearden, W. O. (2002). The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140. Tourism Bureau, M.O.T.C. Republic of China. ( Trochim, W. M. K., & Donnelly J. P. (2007). The Research Methods Knowledge Base (3rd ed). Ohio: Atomic Dog Publishing. Vogt, C.A., & Fesenmaier, D. R. (1998). Expanding the functional information search model. Annals of Tourism Research, 25(3), 551-578. Wooldridge, J. M. (2002). Introductory Econometrics: A Model Approach (2nd ed.). South Western College Publishing. Xia, L., & Monroe, K. B. (2004). Price partitioning on the Internet. Journal of Interactive Marketing, 18(4), 63-73. Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33-46.
摘要: Printed advertisements in media are designed to draw attention of audiences. Readers can browse printed advertisements at the pace one feels comfortable with, and can read, pause, and re-read without being forced to. One particular service utilizing printed magazine advertisements for information dissemination is tour packages. Since services are typically considered riskier than products in decisions, consumers may need to evaluate specific information for service purchases. Printed magazine advertisements are suitable for travel agencies to deliver detailed information like itinerary, prices, and credibility of agencies for consumers to evaluate alternatives while searching relevant information of tour packages. This study was undertaken to examine effectiveness of information commonly provided in printed travel advertisements and further to reveal how consumers'' purchase intentions were influenced upon receiving printed advertising information of tour packages. The study used a 2×2×2 factorial design to assess the impact of different advertising information on purchase intentions. Different combinations of itinerary (complete, incomplete), price (inclusive, partitioned), and corporate credibility (high, low) information were designed in printed magazine advertisements of tour packages for the consumer survey. Based on the results of this study, itinerary is the most important information to influence consumers' purchase intentions, followed by agency and price information. Complete itinerary information would generate higher purchase intentions than incomplete itinerary information. Advertisements with inclusive prices would lead to higher purchase intentions than partitioned prices. Corporate credibility also played an important role to influence consumers'' decisions. An important finding in this study was that the interaction of itinerary information and corporate credibility on purchase intentions was not statistically significant, suggesting that a high level of corporate credibility would not enhance the influence of itinerary information on purchasing intentions. Similarly, the interaction of price information and corporate credibility on purchase intentions was not statistically significant, suggesting that a high level of corporate credibility would not enhance the influence of price information on purchasing intentions. The results implied that no matter the corporate credibility of travel agency was high or low, providing complete itinerary information would be of a better strategy in marketing.
其他識別: U0005-2306200917384000
Appears in Collections:行銷學系所



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.