Using the Rasch model to explore the logistics advertisement attraction
碩士 === 國立高雄第一科技大學 === 運籌管理研究所 === 100 === With the rise of the logistics enterprises and industry globalization makes the logistics enterprises more competitive. How to promote their products effectively and attract consumers’ attention becomes an important issue. A new analyzing process for logisti...
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ndltd-TW-100NKIT56820162015-10-13T21:33:07Z http://ndltd.ncl.edu.tw/handle/29350227323711622309 Using the Rasch model to explore the logistics advertisement attraction 以Rasch模式探討物流廣告吸引力之研究 Yu-hsin Feng 馮郁馨 碩士 國立高雄第一科技大學 運籌管理研究所 100 With the rise of the logistics enterprises and industry globalization makes the logistics enterprises more competitive. How to promote their products effectively and attract consumers’ attention becomes an important issue. A new analyzing process for logistics advertisement attraction using Rasch model is proposed in this study. A total of 243 questionnaires is collected and used for the Rasch model. The analyzing process converts “the original ordinal data” into “the scores on an interval scale” and figure out what kind of character in logistics advertisement attracts customers most. The study result shows that the existed advertising theme “The advertisement screen with humorous way and the appeals of the logistics staff take care goods” and potential advertising theme “Logistics enterprises close to your living, allowing you to easily send the goods” attract consumers most. In addition to the attraction analysis, the interaction between potential advertising appeals and some customers’ characters such as age and salary are analyzed. The analysis can provide the enterprises directions of finding advertisement themes and better attract customers on their services. Shan-Huen Huang Chen-Cheng Chen 黃山琿 陳珍珍 2012 學位論文 ; thesis 93 zh-TW |
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碩士 === 國立高雄第一科技大學 === 運籌管理研究所 === 100 === With the rise of the logistics enterprises and industry globalization makes the logistics enterprises more competitive. How to promote their products effectively and attract consumers’ attention becomes an important issue. A new analyzing process for logistics advertisement attraction using Rasch model is proposed in this study. A total of 243 questionnaires is collected and used for the Rasch model. The analyzing process converts “the original ordinal data” into “the scores on an interval scale” and figure out what kind of character in logistics advertisement attracts customers most. The study result shows that the existed advertising theme “The advertisement screen with humorous way and the appeals of the logistics staff take care goods” and potential advertising theme “Logistics enterprises close to your living, allowing you to easily send the goods” attract consumers most. In addition to the attraction analysis, the interaction between potential advertising appeals and some customers’ characters such as age and salary are analyzed. The analysis can provide the enterprises directions of finding advertisement themes and better attract customers on their services.
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author2 |
Shan-Huen Huang |
author_facet |
Shan-Huen Huang Yu-hsin Feng 馮郁馨 |
author |
Yu-hsin Feng 馮郁馨 |
spellingShingle |
Yu-hsin Feng 馮郁馨 Using the Rasch model to explore the logistics advertisement attraction |
author_sort |
Yu-hsin Feng |
title |
Using the Rasch model to explore the logistics advertisement attraction |
title_short |
Using the Rasch model to explore the logistics advertisement attraction |
title_full |
Using the Rasch model to explore the logistics advertisement attraction |
title_fullStr |
Using the Rasch model to explore the logistics advertisement attraction |
title_full_unstemmed |
Using the Rasch model to explore the logistics advertisement attraction |
title_sort |
using the rasch model to explore the logistics advertisement attraction |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/29350227323711622309 |
work_keys_str_mv |
AT yuhsinfeng usingtheraschmodeltoexplorethelogisticsadvertisementattraction AT féngyùxīn usingtheraschmodeltoexplorethelogisticsadvertisementattraction AT yuhsinfeng yǐraschmóshìtàntǎowùliúguǎnggàoxīyǐnlìzhīyánjiū AT féngyùxīn yǐraschmóshìtàntǎowùliúguǎnggàoxīyǐnlìzhīyánjiū |
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