INFORMATION TAIWAN NETWORK CONSUMERS SEEK FROM INTERNET ADVERTISEMENT

• Main Authors: WU, STEVEN, 吳銘鈞
• Other Authors: JEN-HUNG HSANG
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/01308169567681521760

碩士 === 國立交通大學 === 管理科學研究所 === 84 === This study''s primary objective was to obtain informationabout Taiwan network consumers'' attitudes toward various servicesand goods advertised on the Internet. Over 403 consumers ranked the importance of 25 informationcues utilized in advertisements for a range of services andgoods. As between goods and services, there is little differencein the general categories of information consumers seek inInternet advertisements. However, results suggest that the"professional" factor is more important in advertising servicesthan goods. Also, for married people or consumers who work foreducation/ others "safety" ranks as more important considerationin service advertisements than in goods advertisements.