The impact of selling techniques in infomercial on communication effect : moderating effect of product classification and spokesperson''s pattern

• Main Authors: Hsiao-Chi Hou, 侯曉琪
• Other Authors: Wen-Chueh Hsieh
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/78003527994779195384

碩士 === 東吳大學 === 國際貿易學系 === 92 === Infomercial is different from traditional TV commercial in many ways and considered to show much better techniques communication effect. From past researches the selling techniques of infomercial made audience all kinds of responses. Therefore selling techniques in infomercial was divided into two kinds, the hard one motive audience to dial shopping line for getting all kinds of benefits; the soft one performs no urgency for audience in this study. And moderating variables, i.e. spokesperson characteristic and product classification were operated to examine the impact on communication effect. The study was designed by 2*2 factors experiment. The first moderating variable was product classification, the second was spokesman characteristic.439 students from Soochow University were tested and 400 valid questionnaires were collected. Research results are as follows: Firstly, the communication effect of infomercial with hard selling technique is better than the soft one. Second, with utilitarian product appeared in the infomercial, the communication effect with soft selling techniques is better than the hard one. Third, there is no moderating effect when spokesman characteristic variable was put into the model. Managerial implications and further research suggestions were proposed to make better marketing and advertising decision.