The Study of Consumer’s Attitude of Television Advertising.-Using The Case of Mobile Phone.

• Main Authors: Huamg Yu-Tsung, 黃佑琮
• Other Authors: Jung Tai-Sheng
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/45126530222228940260

碩士 === 輔仁大學 === 應用統計學研究所 === 93 === The purpose of the reseaech is what is the different between different groups on advertising attitude. What is the factor on advertising attitude and brand attitude. By studying we have two conclusions： First：In advertising attitude. The group of impetuous of shopping is agree “understand the product”, the group of careful thinking is agree “like the television advertising”, the group of supreme fashion is agree “like the television advertising”. Second：In advertising attitude influence brand attitude. The factors are “increasing the competitiveness” and “like the television advertising” influence “quality assurance” and “high value”for the group of impetuous of shopping, the factors are “good way to know about the information for product” and “help me to know about the product” influence “good service and ” and “let me feel well” for the group of careful thinking, the factors are “don’t effect my idea”,“let me feel interesting and joyful”,“like the television advertising” and “increasing the competitiveness”influence “have good service and believable” and “increasing my position” for the group of supreme fashion.