An Examination of the Relationship among Trust, Subjective Norm, Involvement and Perceptions Value – An Empirical Study of Television Keyword Advertising

• Main Authors: Cheng-hao Ho, 何政浩
• Other Authors: Kuan-chang Kuo
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/27329135897587916558

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 98 === 　　　The “Keyword Marketing” is a new type of marketing model. It was developed based on the concept of integrated marketing. It integrates the media of television, radio, newspapers, magazines and internet through internet search engines. It creates an effect on marketing synergy. The core of keyword marketing is keyword advertising. According to applied media, it can be divided into five categories: internet, television, printed media, outdoor billboards and radio. The television keyword advertising which is used and contacts with consumers is more than other categories. In Taiwan, the TV keyword advertising rose in 2007, has become a most popular type of advertisement in recent years. “What factors will affect the consumers to search TV advertising’s keywords?” The answer is the concern of advertisers and this research. 　　This study combines the Theory of Planned Behavior (TPB) and MZD model, which will explore the inter-relationship among these 4 factors, Trust, Subjective Norm, Involvement and Perceptions Value. In addition, it analyzes the effect of these 4 factors for search intention and purchase behavior. This study builds model and hypothesis according to literatures, The numbers of issued and responded questionnaire are 580 and 402, the rate of return is 69.3%, who have experience search television keyword advertisings. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results are as follows: (1)This study have 11 hypotheses that all significant. (2)We can more fully explain consumer behavior in the TPB by adding three variables: trust, involvement and perceived value. (3)The attitudes and perceived behavioral control can be substitute by the perceived value. (4)The key factors is trust about the consumer behavior for television keyword advertising, from the trust, subjective norms, involvement and perceived value.