平面廣告的資訊符號與版面位置對購買行為的影響-品牌知名度與價格區間的干擾效果

• Main Authors: Yang Hsiao, 蕭揚
• Other Authors: Pei Chao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/d75xer

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === Although the development of the internet rises, DM of print ads is still the major source of marketing information delivered from retailers to customers in the last two centuries. Customers understand the product specification via collecting DM of print ads. DM is composed of information signs, and individual information signs carries out significant purposes, respectively. Do information signs influence purchase behavior? This study used information signs and layout position on DM to investigate their impacts of purchase behavior. Furthermore, brand awareness and price range are also included in our study as moderating variables. 3C electrical retailed business is the research setting in this study. Four DMs in 2013 were used in this study. The sale volume includes 1196 commodities and 136 appliance brands. With Independent-Sample T-Test and ANOVA via SPSS 22.0, research results are be observed from the analysis. Firstly, consumer purchase behaviors are partially affected by information signs. Secondly, the moderating effect only has impact in low levels of brand awareness and price range. Furthermore, this study also investigated the the moderating effect under both brand awareness and price range. This study provides managerial and theoretical significance that can benefit future studies on these relevant topics.