Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/103245
DC Field | Value | Language |
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dc.creator | 蔡美瑛 | zh_TW |
dc.date | 1996-07 | |
dc.date.accessioned | 2016-10-25T06:56:16Z | - |
dc.date.available | 2016-10-25T06:56:16Z | - |
dc.date.issued | 2016-10-25T06:56:16Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/103245 | - |
dc.description.abstract | 本研究整合了兩級傳播理論和創新傳佈說在一九八O年代以後新的思考方向,來探析年輕消費族群在消費方面的傳播行為-消費資訊尋苂,研究的媒介對象是電視廣告。研究中整合了「消費資訊傳散者傾向」(Market maven)、創新性認知型式,及消費事務涉入感、消費文化價值觀等四個取向,來建立整合性的理論模式,並進一步以LISREL統計軟體進行模式適合度的評估及因徑參數估測。This paper describes the application of an integrated model (measured by the Kirton adaptioninnovation inventory, personal in-volvement, market maven inventory, and culture value) in the expla-nation of consumers` information search behaviors. The finding supports that the integrated model is appropriate. And advertisement on Television are importatnt information sources for Market Mavens in young consumers. | |
dc.format.extent | 109 bytes | - |
dc.format.mimetype | text/html | - |
dc.relation | 廣告學研究,8,67-102 | |
dc.subject | 年輕消費族群 ; 消費資訊傳散 ; 電視廣告 | |
dc.title | 年輕消費族群消費資訊傳散者之研究--電視廣告資訊尋求模式 | zh_TW |
dc.title.alternative | The Information Search Behaviors of Young Consumers- from TV Advertising | |
dc.type | article | |
item.fulltext | With Fulltext | - |
item.cerifentitytype | Publications | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.grantfulltext | open | - |
item.openairetype | article | - |
Appears in Collections: | 期刊論文 |
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index.html | 109 B | HTML2 | View/Open |
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