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Influences of Incomplete Information in Printed Clothing Advertising on Purchasing Intentions
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Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.||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
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
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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