Influence of TV Advertisements on Consumer Decision –Making Styles of Young-adults ---A Case Study on the Online Games

• Main Authors: Lung-Tzu Tsai, 蔡龍慈
• Other Authors: TSUNG-LI WU
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/15457773081753786123

碩士 === 國立屏東教育大學 === 社會發展學系 === 100 === The purposes of this study were to understand the Young-adults’ effectiveness to the TV Ads and their consumer decision-making styles of online games and investigating the relationships between them. Adopting the questionnaire survey, this paper firstly conducts the literature analysis to learn the theoretical conceptions of TV Ads and consumer decision-making styles to draw up the questionnaire of Survey on the Young-adults’ Effectiveness to the TV Ads and Consumer Decision-Making Styles of Online Games, so as to learn the current situation, differences of the Young-adults’ effectiveness to the TV Ads and consumer decision-making styles of online games and their relationships as well. The subjects investigated are the Young-adults with a total number of 460. 460 questionnaires are all returned and 430 are valid. According to the statistical analysis, the study results are as follows: 1.The Young-adults’ effectiveness to the TV Ads tend to the advertising attitude and their consumer decision-making styles are mostly novelty-fashion consciousness. 2.The effect of identity of the male adolescents online game TV ads than women; female adolescents "Brand Attitude "than male adolescents. 3.The Young-adults who watch TV for a long time and have relatively more pocket money have a higher degree of consciousness. 4.The consumer decision-making styles of cosmetics in male adolescents are mostly “impulse-buying consciousness”, and “Peer-relationship consciousness”; and the consumer decision-making styles of cosmetics in fmale adolescents are mostly “trademark-buying consciousness”. 5.The consumer decision-making styles of cosmetics in Junior high school are mostly “impulse-buying consciousness”; and the consumer decision-making styles of cosmetics in high school are mostly “purchase of value-for-money”.. 6.The Young-adults who watch TV for a long time , play game for a long time and have relatively more pocket money have a higher degree of decision-making styles of online games. 7.The Young-adults’ who have positive effectiveness to the TV Ads tend to be with conspicuous consumer decision-making styles of online games. 8.Before purchasing the products of online games, the primary references are obtained from TV Ads. 9.The most considerations when purchasing the products of online games are the novelty-fashion of the games. 10.The Young-adults’ effectiveness to the TV Ads can effectively indicate the consumer decision-making styles of online game products, of which the TV Ads attitude has a significant influence on the purchase of value-for-money.