The Relationship Between Emotional Appeal and the Adoption of Innovative Service
碩士 === 國立中山大學 === 企業管理學系研究所 === 96 === This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers’ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consume...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/3u29w5 |