| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士班 === 98 === Using apparel industry as the subjects, this study investigates on keyword advertisements. The research framework focuses on exploring the relationships between dimensions of advertising involvement, perceptual preference, advertising cognition, media sharing behavior, and search intentions, and their relative effects. The authors study on the correlation between advertising involvement and advertising cognition, and examine the mediating effect of perceptual preference on both dimensions. Moreover, the authors investigate on the relationship between advertising involvement and search intention, as well as the moderating effect of media sharing behavior on both dimensions.
Samples were drawn from customers who have ever received the keyword advertising information on apparel products. The questionnaire, which is in five points Likert style, is designed in accordance with the results of literature review. 343 valid samples were collected through internet and distribution of paper questionnaires. The results of empirical analysis are as following.
1.Advertising involvement has positive effect on advertising cognition.
2.Advertising involvement has positive effect on perceptual preference.
3.Perceptual preference has positive effect on advertising cognition.
4.Perceptual preference is the positive mediating factor between advertising involvement and advertising cognition.
5.Advertising involvement positively correlates with search intention.
6.Media Sharing behavior is the positive moderating factor between advertising involvement and search intention.
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