| Summary: | 碩士 === 國立臺北教育大學 === 教育傳播與科技研究所 === 103 === Because consumers have long been a salesman selling pressure, making consumers gradually begin to resist such method including prices and products message. So that develops of an alternative method , known as Educational-based Marketing (EBM), to convert the marketing person 's identity from salesman to consultants. Through focus on education messages to guide and teaching consumers targeting the purpose.
Due to there is rarely case to confirm the EBM's effect in academic during 20 years. Researcher want to explore whether EBM is more effective than traditional advertising in communication messages, and can effectively enhance the message involvement, acceptance, cognition response, and advertising effective. In this study, researcher chose two experimental films, divided the subjects into two groups, and watched the two films separately based on quasi-experimental designs.
The result shows whether in the overall situation or the subject was in the high or low product involvement, the EBM is more effective than traditional advertising in communication messages.
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