A Study on Relationships among Advertising Spokesman, Advertising Effectiveness and Acts of Donation--Huashan Socl Welfare Foundation as an Example
碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 103 === The purpose of this study is to explore the relationships among advertising spokesman, advertising effectiveness and acts of donation. Donors of Huashan Social Welfare Foundation were provided with designed questionnaires by using non-random convenience s...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/20576925456855696224 |
| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 103 === The purpose of this study is to explore the relationships among advertising spokesman, advertising effectiveness and acts of donation. Donors of Huashan Social Welfare Foundation were provided with designed questionnaires by using non-random convenience sampling technique with sample size 220. After rejecting 9 invalid questionnaires, 196 out of 205 received questionnaires are effective, and effective response rate is 89.1%. Conclusions are listed as follows.
1. Advertising spokesman positively affects advertising effectiveness and acts of donation respectively.
2. Advertising effectiveness positively affects acts of donation.
3. Advertising effectiveness preserves partial mediation effect between advertising spokesman and acts of donation.
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