Consumers' personality traits and their perceptions on travel television advertisement formats toward consumers' attitudes and intentions of traveling

• Main Authors: Shih-Ning Huang, 黃思寧
• Other Authors: Fang-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77244486381524145934

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 99 === Applicability of advertisement formats and advertising appeals that give rise to emotional responses from consumers are regarded as the crucial factors determining whether information is successfully delivered or not. Previous studies showed that’ personality traits’ is an important consumers’ attitudes and behavior. The purposes of this study are to look into diverse attitudes toward advertising for appeals resulting from demographic variables and personality traits, whether consumers’ attitudes and behavior- differ after they looked distinct advertisement formats, whether the ad-evoked attitudes affect their purchase intentions, and whether personality traits have influence on consumers’ behavior. Student samples were used in this study, and 318 questionnaires valid for data analysis. The results showed a slight diversity of attitudes toward advertising appeals causing by demographic variables and personality traits. Those whose personality traits attributed to neuroticism, extraversion, openness to experience, and agreeableness have obviously varied attitudes toward advertising appeals. There is no significant difference on ad-evoked attitudes toward advertising formats, as well as no significant difference on purchase intentions based on different presentations of advertising format; however, preferences on different advertising format can be found. The attitudes of questionnaire takers toward advertising formats and appeals have positive effects on behavior intention, whereas the personal traits have no influence on behavior intention. The results of this research are meant to be a reference for relevant future developments.