The Relationship Between Gender-Specific Advertising Language and Consumer Purchase Intension

• Main Authors: Chang Shih-Yi, 張詩怡
• Other Authors: Hong Shi-Xiong
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/51093458727245093839

碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === This research is about the relationship between gender-specific advertising language and consumer purchase intension. By the research before about this topic, we find out that it is necessary to make a further research. The data of research is filled in through questionnaire investigation way by 300 people in Taipei. First, the subjects distinguished the gender-neutral advertising language and gender-specific language. Second, we investigated the purchase intension to products which use gender-neutral advertising language or gender-specific language of the subjects. The finding includes: 1. Male consumers have higher purchase intension to the products which present male advertising language. 2. Female consumers have higher purchase intension to the products which present female advertising language. 3. Con-sumers have higher purchase intension to the products which present male advertising language. 4. By influencing of gender-identity, gender-specific advertising language will still effect consumer purchase intension.