The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company
碩士 === 正修科技大學 === 經營管理研究所 === 99 === Advertising has long been seen as one of powerful marketing tools, especially when the furious market competence grows and plenty of advertising can be easily found around us, therefore the business owners do their best to catch the consumers’ eyes and try to com...
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ndltd-TW-099CSU004570272015-10-13T20:32:28Z http://ndltd.ncl.edu.tw/handle/88254569088965918281 The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company 產品資訊、廣告訊息與框架效應分析消費者購買意願之影響-以虹牌油漆為例 TE-HSIUNG CHANG 張德雄 碩士 正修科技大學 經營管理研究所 99 Advertising has long been seen as one of powerful marketing tools, especially when the furious market competence grows and plenty of advertising can be easily found around us, therefore the business owners do their best to catch the consumers’ eyes and try to come out with the most effective advertising strategy, hoping to attract the attention of the consumers. Hence, it is the marketing personnel’s top priority to design the product that can catch the consumers’ eyes and promote their purchasing willingness through the presentation of the products. Most of the companies will choose famous people as advertisement spokesman to propagandize for their brand in order to develop product’s popularity and to attract the purchasing willingness of the consumers. But some factors will influence people to make their final decision, such as different situations, various problem and presentation styles of the information. This study is based on paint purchasing, discussing the mutual influence among product information, advertising message and framework effect; further to study whether these three factors will affect the consumers’ willingness when purchasing. Quantitative method and paper questionnaire are used in this study. According to the analysis of product purchasing, whether the paint information and advertising message will affect consumers’ purchasing intention, or the framework effect towards the interviewees will affect their purchasing intention, analyzing the positive correlation among these factors. 鄭舜仁 2011 學位論文 ; thesis 0 zh-TW |
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碩士 === 正修科技大學 === 經營管理研究所 === 99 === Advertising has long been seen as one of powerful marketing tools, especially when the furious market competence grows and plenty of advertising can be easily found around us, therefore the business owners do their best to catch the consumers’ eyes and try to come out with the most effective advertising strategy, hoping to attract the attention of the consumers. Hence, it is the marketing personnel’s top priority to design the product that can catch the consumers’ eyes and promote their purchasing willingness through the presentation of the products. Most of the companies will choose famous people as advertisement spokesman to propagandize for their brand in order to develop product’s popularity and to attract the purchasing willingness of the consumers. But some factors will influence people to make their final decision, such as different situations, various problem and presentation styles of the information.
This study is based on paint purchasing, discussing the mutual influence among product information, advertising message and framework effect; further to study whether these three factors will affect the consumers’ willingness when purchasing. Quantitative method and paper questionnaire are used in this study. According to the analysis of product purchasing, whether the paint information and advertising message will affect consumers’ purchasing intention, or the framework effect towards the interviewees will affect their purchasing intention, analyzing the positive correlation among these factors.
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author2 |
鄭舜仁 |
author_facet |
鄭舜仁 TE-HSIUNG CHANG 張德雄 |
author |
TE-HSIUNG CHANG 張德雄 |
spellingShingle |
TE-HSIUNG CHANG 張德雄 The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
author_sort |
TE-HSIUNG CHANG |
title |
The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
title_short |
The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
title_full |
The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
title_fullStr |
The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
title_full_unstemmed |
The Study on the Influence of Product Information、Advertising Messages and Framing Effect on Consumers’ Purchasing Intentions- Case study of Rainbow manufacture Company |
title_sort |
study on the influence of product information、advertising messages and framing effect on consumers’ purchasing intentions- case study of rainbow manufacture company |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/88254569088965918281 |
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