The Effect of Placement Marketing Advertising in Community Websites on the Purchasing Intention and Repurchase Intention.

• Main Authors: SHAO-I LEE, 李劭翊
• Other Authors: Yu-Lung Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/53891178306673614945

碩士 === 義守大學 === 資訊管理學系 === 104 === As network is developing rapidly in recent years, advertising is emerging on Internet in the transition from traditional newspapers and periodicals to online information exchange. Network advertising bearing lower costs but circulating faster than traditional ones has gained popularity among business. In endless network, Facebook, which is popular with abundant users, offers a platform where users can express and share her/his life and feelings apart from making friends. Till end of June, 2015, registered users volume on Facebook have been up to 1.59 billion, about accounting for half of 3 billion Internet users as a globe. Such large quantities of users gather here certainly are favored by advertisers. Apart from general network advertisings, celebrity endorsement with article publicity on Facebook is an additional marketing, one of chief marketing methods of community sites. The articles launched by stars with numerous fans (or high-profile web celebrity) spread information quicker, for they are able to catch users’ eyes and excite users to transmit. The study aims to gather materials in questionnaire survey, analyze business through SPSS and set up four hypotheses including spokesman, false advertising, product quality and purchase intention based on impacts of Spokesman and False Advertising on Purchase Intention and Buy-back Intention. It is hoped the study will help us to get to know advantages and disadvantages in new marketing methods. It has been found from this study that Image of Spokesman and False Advertising have significant impacts on Purchase Intention and Willing to Buy-back combined with dimensions. In other words, option of spokesman and advertisers’ honesty are essential factors to influence consumers’ ability to purchase and buy back products or services.