The Consumer Decision Efficiency Research of Information Exposure Degree

• Main Authors: Chang, Jui-Yi, 張瑞益
• Other Authors: Hsieh, An-Tien
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/17469658560516653797

碩士 === 中國文化大學 === 國際企業管理研究所 === 90 === The Consumer Decision Efficiency Research of Information Exposure Degree Student: Chang, Jui-Yi Advisor: Prof. Hsieh, An-Tien Chinese Culture University ABSTRACT This study empirically examines the relationship between information exposure and consumer decision efficiency. In addition, this paper speculates that information exposure, demographic statistics, brands and products moderate the consumer decision efficiency on procurement action as perceived by consumers who receive the cues from television advertisements. The research problem of this paper is found in the existing literature. In general thinking, if the product manager or brand manager or marketing manager emphasizes more the information of the advertisement, the consumer will make decision more soon. As the consumer is exposed to more advertisement information or any integrated mar-keting communication action will make more efficiency decision behavior for consumer to do his procurement action more soon. According to this research, the product pro-ducer or advertisement content provider can easily push the consumer to make decision to close the purchasing process. Meanwhile, this research can also point out a result that seller can use more lower cost marketing approach path to let consumer to buy the product or to buy in the brand. In this research, we measure the information exposure times, frequency, and several dimension contents. Such as functional information, non-functional information , and others information which consumer can reach it from TV advertisement. Some authors report that integrated marketing communication is very important. Some authors point out internet is a new communication media. Some authors report that several advertisement effect. Few authors report the information ex-posure quantity can effect the consumer’s behavior. But never saw any author to report the effect of integrated information exposure of consumers. In summary, what is the effect of consumer efficient decision behavior between in-formation exposure times, frequency, and contents? Many scholars did not report the effect on this area. This is an unanswered question. The purpose of this paper is to ex-plore their relationship of information exposure with consumer behavior. An analytical approach of methodology is applied to analyze the parsimonious relationship by the cross-sectional survey. The data is composed of real consumers by one-on-one interview and is collected by 1225 questionnaires. Consumers were asked about their levels of information expo-sure degree, purchasing behavior changing. Of all samples, 6 different survey venues responded by returning at least one questionnaire from an employee (a total of 1225 questionnaires); of these, twenty consumers were unusable because they were incom-plete. Completed questionnaires were returned by 1205 contact-consumers (98.37% re-sponse rate). Finally, the results indicate that information exposure is positively related to con-sumer procurement behavior. However, these hypotheses were not supported by the empirical data. The contribution of this paper has two aspects .The theoretical: the paper can answer the research problem. The practical: this paper can offer insights into mar-keting as to how to efficiency and effective the advertisement to approach the consum-ers.