Consumer Perception of Chinese vs. English/Chinese Hybrid Advertising in Taiwan

• Main Author: Michael Homer
• Other Authors: Perichyi Lii
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/61056081348195667601

碩士 === 亞洲大學 === 經營管理學系碩士班 === 99 === This study employs a conventional survey by distributing the questionnaire manually in front of a department store in Taichung, Taiwan. The purpose of the study is to identify whether Taiwanese people prefer advertising that includes Chinese and English words or if they prefer Chinese only advertising. The researcher also wants to explore if there is different preference toward hybrid advertising, related to the age and English literacy of the consumer. Results reveal that younger consumers prefer hybrid advertising more than Chinese only advertising. It also found that consumers with good English literacy prefer English/Chinese hybrid advertising.