| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 98 === There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes conflicts and challenges such as economy, business, and culture. The main source of profits in channels and web is advertising. According to AC Nielsen in Taiwan, Advertising industry in Taiwan outputs $40 billion in 2007, and its growing can figure out in future. So this study is to discuss the influence of Advertising Effectiveness in Product Involvement and Purchase Intention.
This study set to sampling 18-40 years old. It includes male and female. The methods of this study are such as Descriptive Statistics, Multiple Regression, and ANOVA. The Advertising Effectiveness is the moderator in this study. To discuss the issues of the moderator model explains the effect of strength and direction of Purchase Intention. The hypotheses of this study are presented as follows:
1.Product Involvement has statistically influence on Purchase Intention.
2.Advertising Effectiveness has statistically influence on Purchase Intention.
3.The interaction of Product Involvement and Advertising Effectiveness as statistically influence.
The conclusions are presented as all hypotheses to show:
1.On Purchase Intention, the Product Involvement will influence consumers’ purchase decision.
2.Advertising also influence consumers’ purchase decision.
3.The effect of the interaction explains synergy from Product Involvement and Advertising Effectiveness to consumers.
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