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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
Other Titles: The Information Search Behaviors of Young Consumers- from TV Advertising
Authors: 蔡美瑛
Keywords: 年輕消費族群;消費資訊傳散;電視廣告
Date: 1996-07
Issue Date: 2016-10-25 14:56:16 (UTC+8)
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.
Relation: 廣告學研究,8,67-102
Data Type: article
Appears in Collections:[廣告學研究] 期刊論文

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