Integrated Marketing Communications Affect Perceptual Fusion and Cross-Modal Bias Result in the Delivery Effects of Bed and Breakfast Attractiveness

• Main Authors: Yi-Ping Hsu, 許怡苹
• Other Authors: Jeun-Sheng Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46160102571731261206

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 96 === Consumers can obtain consistent information from Integrated Marketing Communications and integrate those information. The Cross-Modal Bias may happen during Perceptual Fusion Process due to that messages are ignored or the intensity of information is either too weak or too strong. This study aims to discuss the effects of Perceptual Fusion and Cross-Modal Bias on Perceived Attractiveness when customers receive information from Integrated Marketing Communications. Linear Equation was utilized to carry out actual analysis and probe the effects of information on attracting people living in B&B in order to increase people’s wills of living in B&B. This study adopts random sampling pattern while questionnaire investigation. The object is designed as age 18 and over. 387 questionnaires are available and the result tells that the main tourists of B&B are the young, middle-aged and people who have college education or higher. Moreover, the most effective Perceptual Fusion tends to Internet and advertising; while Cross-Modal Bias occurs obviously the most in medium and sales promotion; besides, the most successful Perceptual Attractiveness is based on advertisement and medium. Three variables produced by IMC affection namely Perceptual Fusion, Perceived Attractiveness and Cross-Modal Bias are mainly investigated in this study. The result is presented as a positive relation between Perceptual Fusion and Perceived Attractiveness. On the contrary, the relation of Perceptual Fusion and Cross-Modal Bias is negative. The relation between Perceived Attractiveness and Cross-Modal Bias is found as negative but without a remarkable inclination.