A Meta-Analysis on the Effects of Advertisement on Purchasing Intension

• Main Authors: Ching-Chang Chen, 陳慶璋
• Other Authors: 張紘炬
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/43660505555283823765

碩士 === 淡江大學 === 管理科學研究所碩士班 === 95 === This study integrates the related advertisement and purchasing intension papers with Meta-Analysis. Meta-Analysis can quantify、integrate and analyze the past research results. It not only integrate the research result of each scholar objectively but also help understand more specific relation in every aspect through analytical process and result. This strength of Meta-Analysis provides managers to adopt effective way to increase customers’ interests and acceptance to the product or service and further make customers to consume the product or service. This study searches for the theses which are completed before the year 2006 and are listed in the Electronic Theses and Dissertations System. The author uses the key words “advertisement” and “purchase” to select these papers and finally gets twenty-nine theses which meet the purpose of Meta-Analysis, this study explores three empirical results: 1.Brand attitude and brand image both have a positive relationship with purchasing intension. 2.Variables such as advertising effect、advertising spokesperson and advertising message have a positive relationship with purchasing intension. 3.Advertising aspect has a positive relationship with brand attitude.