| dc.creator (作者) | 蔡美瑛 | zh_TW |
| dc.date (日期) | 1996-07 | |
| dc.date.accessioned | 25-Oct-2016 14:56:16 (UTC+8) | - |
| dc.date.available | 25-Oct-2016 14:56:16 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Oct-2016 14:56:16 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103245 | - |
| dc.description.abstract (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. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 廣告學研究,8,67-102 | |
| dc.subject (關鍵詞) | 年輕消費族群 ; 消費資訊傳散 ; 電視廣告 | |
| dc.title (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 | zh_TW |
| dc.title.alternative (其他題名) | The Information Search Behaviors of Young Consumers- from TV Advertising | |
| dc.type (資料類型) | article | |
