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Influences of Perceived Travel Information in Printed Advertisements on Purchasing Intentions.
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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.
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