A Study on Consumers' Preference to the Endorsers of Agricultural Products in Hualien County

• Main Authors: Chang Su-hua, 張素華
• Other Authors: Peng, Ke-Chung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/06860792455299414199

碩士 === 國立屏東科技大學 === 農企業管理系所 === 96 === Taiwan's 2002 accession to the World Trade Organization (WTO)、agricultural products and fruit imports will face the challenge of national product、while China-made agricultural products promotion、publicity、Taiwan's agriculture will become an important subject. Friedman (1979) study found that、if the ad spokesman for the type of qualities and types of products can complement each other、it can raise more advertising effect. Study ways to facilitate the sampling data collection、a total of 243 valid questionnaires、SPSS10.0 through the analysis of samples of the package、to descriptive statistics、t-test、factor analysis、two-dependent sample analysis of variance、LSD、such as after the test Statistical methods for analysis. In this study、to investigate consumer advertising spokesmen of the characteristics of different types of products in the case of perception and preferences. The results found that various types of products and the use of various types of voice on the wishes of the purchase is a significant difference. In addition、the agricultural product attributes and spokesmen attribute thematch will not necessarily improve the willingness of consumers to buy.