Using the Rasch model to explore the logistics advertisement attraction

• Main Authors: Yu-hsin Feng, 馮郁馨
• Other Authors: Shan-Huen Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/29350227323711622309

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.