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dc.contributor.authorMo, Hsien-Chenen_US
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dc.description.abstractPrinted 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.en_US
dc.description.tableofcontentsTABLE OF CONTENTS LIST OF TABLES iv LIST OF FIGURES vi CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.2 Research Motivations and Objectives 4 CHAPTER 2 LITERATURE REVIEW 7 2.1 Attitude toward Incomplete Information 7 2.1.1 Information Integration Model 7 2.1.2 The Effect of Incomplete Information 8 2.2 Information Search 9 2.2.1 The Theory of Information Search 9 2.2.2 The Role of Information Search in Facing Incomplete Information 10 2.2.3 Information Search as a Predictor of Purchasing Intentions 10 2.3 Consumer Involvement 11 2.3.1 Definition 11 2.3.2 Involvement as a Motivator of Information Searching Behavior 12 2.3.3 Relationships between Involvement and Attitudes toward Incomplete Information 12 CHAPTER 3 RESEARCH METHODOLOGY 14 3.1 Research Designs 14 3.1.1 Object Considered in the Study 14 3.1.2 Measurements 15 3.2 Data Collection 18 3.3 Research Methods 19 3.3.1 Descriptive Statistics 19 3.3.2 Factor Analysis 19 3.3.3 Internal Consistency 20 3.3.4 Cluster Analysis 20 CHAPTER 4 EMPIRICAL RESULTS 22 4.1 Demographics 22 4.2 Purchasing Patterns 24 4.3 Attitudes toward Incomplete Information and Information Search 27 4.4 Different Attitudes toward Incomplete Information 31 4.5 Demographics and Purchasing Patterns of Respondents in Clusters 37 CHAPTER 5 CONCLUSION 40 5.1 Conclusion 40 5.2 Marketing Implications 41 5.3 Limitations and Further Research 43 REFERENCES 44 APPENDIX Questionnaire 49 APPENDIX Modified results of factor loadings 53 APPENDIX AD samples for women 55 APPENDIX AD samples for men 59 LIST OF TABLES Table 1-1-1 Usage behavior across media in Taiwan (October 2005) 2 Table 1-1-2 Ratio of magazine reading in Taiwan (2000 to 2005) 2 Table 1-1-3 Expenditure and growth rate of magazine advertising in Taiwan 3 Table 1-1-4 Sales ratio of various types of magazines (2005) 3 Table 3-1-1-1 Ten major attributes of information in printed clothing advertisements 15 Table 3-2-1 Gender and age distributions of the samples and the censuses 19 Table 4-1-1 Demographics of respondents 23 Table 4-2-1 Purchasing patterns of fashion magazines 25 Table 4-2-2 Importance of information in printed clothing advertisements 26 Table 4-3-1 Factor loadings of attitudes toward incomplete information 28 Table 4-3-2 Factor loadings of information search behavior 30 Table 4-4-1 Different attitudes toward incomplete information and information search 32 Table 4-4-2 Purchasing intentions of respondents in different clusters 33 Table 4-4-3 Pearson correlation coefficients of information search factors and involvement variables 35 Table 4-4-4 Involvement in printed clothing advertising by clusters 36 Table 4-5-1 Demographic characteristics by clusters 38 Table 4-5-2 Purchasing patterns of respondents by clusters 39 LIST OF FIGURES Figure 2-3-3-1 Conceptual Framework 13 Figure 4-4-1 Attitudes toward incomplete information and information search by clusters 34en_US
dc.titleInfluences of Incomplete Information in Printed Clothing Advertising on Purchasing Intentionsen_US
dc.typeThesis and Dissertationzh_TW
item.openairetypeThesis and Dissertation-
item.fulltextno fulltext-
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