Please use this identifier to cite or link to this item:
標題: 服飾之平面廣告中不完全訊息對購買意圖之影響
Influences of Incomplete Information in Printed Clothing Advertising on Purchasing Intentions
作者: 莫咸箴
Mo, Hsien-Chen
關鍵字: 不完全訊息;;資訊搜尋;購買意圖
出版社: 行銷學系所
引用: ACNielsen, media index ( Anderson, N. H. (1981). Foundations of Information Integration Theory. New York: Academic Press. Andreasen, A. R. (1968). Attitudes and Customer Behavior: A Decision Model. Glenview: Scott Foresman and Company. Beatty, H., & Smith, S. (1987). External search effort: an investigation across several product categories. Journal of Consumer Research, 14(2), 83-95. Bettman, J. R. (1979). An Information Processing Theory of Consumer Choice: Advances in Marketing Series. Massachusetts: Addison-Wesley Publishing Company. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior (9th ed.). Texas: Harcourt College Publishers. Bloch, P. (1981). An exploration into the scaling of consumers¡ involvement with a product class. Advances in Consumer Research, 8(1), 61-65. Celsi, R., & Olson, J. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224. 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. Cleveland, M., Babin, B. J., Laroche, M., Ward, P., & Bergeron, J. (2003). Information search patterns for gift purchases: A cross-national examination of gender differences. Journal of Consumer Behavior, 3(1), 20-47. Cox, D. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University. Crocker, K. E. (1986). The influence of the amount and type of information on 45 individuals¡ perception of legal services. Journal of the Academy of Marketing Science, 14(4), 18-27. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Orlando: The Dryden Press. Estelami, H. (1997). Consumer perceptions of multi-dimensional prices. Advances in Consumer Research, 24(1), 392-399. Estelami, H. (2003). Strategic implications of a multidimensional pricing environment. Journal of Product & Brand Management, 12(5), 322-334. Gardner, M. P., Mitchell, A. A., & Russo, J. E. (1978). Chronometric analysis: An introduction and an application to low involvement perception of advertisements. Advances in Consumer Research, 5(1), 581-589. Guimareas, T. (1996). TQM¡s impact on employee attitude. The TQM Magazine, 8(1), 20-25. Insight Xplorer in 2005/10, the ratio of using behavior across media ( Javenpaa, S. L., & Tractinsky, N. (1999). Consumer trust in an Internet store: a cross-cultural validation. Journal of Computer-Mediated Communication, 5(1), 1-36. Jensen, J. M., & Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management, 15(7), 442-449. Johnson, D. E. (1998). Applied Multivariate Methods for Data Analysis. California: Thomson Publishing Inc. Johnson, R. D., & Levin, I. P. (1985). More than meets the eye: The effect of missing information on purchase evaluations. Journal of Consumer Research, 12(2), 169-177. Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of 46 Consumer Research, 4(1), 8-18. KingStone¡s information department ( Kivetz, R., & Simonson, I. (2000). The effects of incomplete information on consumer choice. Journal of Marketing Research, 37(4), 427-448. 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. Krugman, H. E. (1965). The impact of television advertising learning without involvement. Public Opinion Quarterly, 29(3), 349-356. Meyer, R. J. (1981). A model of multiattribute judgments under attribute uncertainty and informational constraints. Journal of Marketing Research, 18(4), 428-441. Meyer, R. J. (1982). A descriptive model of consumer information search behavior. Marketing Science, 1(1), 93-121. Mitchell, A. A. (1979). Involvement: A potentially important mediator of consumer behavior. Advances in Consumer Research, 6(1), 191-196. Mitra, K., Reiss, M. C., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence service. Journal of Service Marketing, 13(3), 208-228. Nijssen, E. J., Bucklin, L. P., & Uiji, R. (1995). The Effect of Involvement Upon Brand Extensions. Paris: Proceedings of the 25th EMAC Annual Conference. Nunnally, J. L. (1978). Psychometric Theory (2nd ed.). New York: McGraw-Hill. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current Issues and Research in Advertising, 6(1), 72-92. Rainmaker XKM international corporation ( Reardon, J., Miller, C., Vida, I., & Kim, I. (2005) The effects of ethnocentrism and 47 economic development on the formation of brand and ad attitudes in transitional economies. European Journal of Marketing, 39(7/8), 737-754. Riquelme, H., & Kegeng, W. (2004). The unintended effects of hidden assumptions: Biases on the internet. Online Information Review, 28(6), 444-453. Romani, S. (2006). Price misleading advertising: Effects on trustworthiness toward the source of information and willingness to buy. Journal of Product &Brand Management, 15(2), 130-138. Rowley, J. (2000). Product search in e-shopping: A review and search propositions. Journal of Consumer Marketing, 17(1), 20-35. Schiffman, L. G., & Kanuk, L. (1983). Consumer Behavior (2nd ed.). Engelwood Cliffs: Prentice Hall. Schneider, B., Wheeler, J. K., & Cox, J. F. (1992). A passion for service: Using content analysis to explicate service climate themes. Journal of Applied Psychology, 77(5), 705-716. Slama, M., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72-82. Slovic, P., & MacPhillamy, D. (1974). Dimensional commensurability and cue utilization in comparative judgment. Organizational Behavior and Human Performance, 11(2), 179-194. Smith, R., & Bush, A. J. (2002). Using the incomplete information framework to develop service provider communication guidelines. Journal of Services Marketing, 16(6), 535-552. Sternthal, B., & Crag, S. (1982). Consumer Behavior. Englewood Cliffs: Prentice-Hall. Traylor, M. B. (1981). Product involvement and brand commitment. Journal of 48 Advertising Research, 21(6), 51-56. Troutman, C. M., & Shanteau, J. (1976). Do consumers evaluate products by adding or averaging attribute information? Journal of Consumer Research, 3(2), 101-106. Wells, W., Moriarty, S., & Burnett, J. (2006). Advertising Principles & Practice (7th ed.). New Jersey: Prentice Hall. Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
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.
其他識別: U0005-2707200713183200
Appears in Collections:行銷學系所

Show full item record

Google ScholarTM


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