| Summary: | 碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 99 === Advertising is one of the tools for manufacturers to influence consumer buying behavior. In the current fierce market competition, manufacturers are doing their best to have effective advertising strategies. Especially in today's advanced media platform, everywhere is full of all types of advertising to attract the attention of consumers. Women's clothing has always been the key players in the fashion industry. Therefore, it is important to create topics, trends and ideas that can lead to improve the consumer product evaluation. Most brand advertising will be appointed spokesmen for their propaganda so as to lead consumers to purchase intention. And the final choice of customers will be influenced by the demand, the mood and message of the statement and the presentation.
This study discusses the effect of product information and advertising messages influencing the framing effect and those variables influence purchase intentions on women dress. The study employs quantitative research methods by questionnaires to analyze the purchase behavior, apparel product information, advertising messages, purchase intentions, and the framing effect. The relationships of those variables are further discussed. In this research, the proposed factors did impact consumer’s purchasing behavior. Due to this conclusion, some related suggestions are provided to clothing vendors and consumers.
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