| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 95 === The study aims to examine the influence of TV advertisement on business growth, find out what variables have positive significance to advertisement’s effect which is affected by the type of lifestyle, advertising appeals and consumers’ buying intention, and present the findings as references that the advertisers may use to design an advertisement that delivers the product appeals to maximize the effect.
The study found, through cluster analysis, the lifestyle of young consumers may be grouped into three different types – fashion, new new and stable. All these three groups of young consumers are found positively correlated to the effect of TV advertisement, so is the level of buying intention. The advertisement’s effect also depends positively if the advertising is based on rational or emotional appeals.
In examining the interactive effects of these independent variables, the results of the study show significant difference between lifestyle and buying intention in the advertisement’ effect; significant difference between buying intention and advertising appeals to the effect was also found, however, no significant difference is shown between the lifestyle and advertising appeals in the effect of advertisement.
A three-way interaction among all three factors, the lifestyle, buying intention and advertising appeals, suggested no significant difference in the effect of advertisement.
|
|---|
