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https://ah.lib.nccu.edu.tw/handle/140.119/103245
題名: | 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 | 其他題名: | The Information Search Behaviors of Young Consumers- from TV Advertising | 作者: | 蔡美瑛 | 關鍵詞: | 年輕消費族群 ; 消費資訊傳散 ; 電視廣告 | 日期: | Jul-1996 | 上傳時間: | 25-Oct-2016 | 摘要: | 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. | 關聯: | 廣告學研究,8,67-102 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
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