A Meta-Analysis on the Effects of Advertisement on Purchasing Intension
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 un...
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ndltd-TW-095TKU054570392015-10-13T14:08:18Z http://ndltd.ncl.edu.tw/handle/43660505555283823765 A Meta-Analysis on the Effects of Advertisement on Purchasing Intension 廣告對購買意願影響之整合分析 Ching-Chang Chen 陳慶璋 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. 張紘炬 2007 學位論文 ; thesis 61 zh-TW |
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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.
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author2 |
張紘炬 |
author_facet |
張紘炬 Ching-Chang Chen 陳慶璋 |
author |
Ching-Chang Chen 陳慶璋 |
spellingShingle |
Ching-Chang Chen 陳慶璋 A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
author_sort |
Ching-Chang Chen |
title |
A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
title_short |
A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
title_full |
A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
title_fullStr |
A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
title_full_unstemmed |
A Meta-Analysis on the Effects of Advertisement on Purchasing Intension |
title_sort |
meta-analysis on the effects of advertisement on purchasing intension |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/43660505555283823765 |
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