| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 92 === The purpose of the study focuses on finding the effective factor of Integrated Marketing Communication (IMC). First, we clarified the definition, influence factors, constructs, outcomes and measurement of IMC. Then we built the relationships between sttakeholder management, organization and resource integration mechanism, IMC effect and marketing performance via literature review. In this study, we validated our research hypotheses and attempted to understand how to perform IMC concept in the industry.
Sampling population of our study is the 500 advertisers in Taiwan area provided by 2004 rainmaker database. Total 350 questionnaires launched out and the effective respond rate is about 11.71%. The data analysis methods we used are reliability analysis, validity test, multiple regression and path analysis.
Based on the result of path analysis, it showed that path coefficient and path model are significant, so the research framwork is supported. Practitioner identifies with the effect of IMC concept. According to the structure, the results are summarized as follow：
1. Stakeholder management, organizational and resource integration mechanism could affect IMC effect positive directly.
2. In our model, stakeholder management affects IMC effect much more than organizational integration mechanism, and IMC effect affects marketing performance. Rresource integration mechanism affects IMC effect much less.
3. IMC effect could affect marketing performce positive directly.
4. IMC effect is a mediator in our model.
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