The Comparison between Internet Media and Traditional Media in the Intention of Purchasing: From the Perspectives of Advertising Marketing

• Main Authors: Ting-Yi Liao, 廖庭毅
• Other Authors: Ruey-shiang Shaw
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gntkn9

碩士 === 淡江大學 === 資訊管理學系碩士在職專班 === 106 === Companies thus would invest in the product marketing to ignite the intentions of purchasing. Moreover, the selection of media has become critical for companies to promote their products, and the advertisement appeals are crucial elements to frame and concrete cognition of consumer the as well. This paper would attempt to discuss how the endorsers mediate the relationships between media attributes and the intentions of purchasing and the relationships between advertisement appeals and purchasing intentions. The results reveal that media attributes and advertisement appeals would significantly positive affect to the intentions of purchasing respectively, and the role of endorsers could entirely mediate to the relationship between advertisement appeals and intentions of purchasing whereas could partially mediate to the relationship between media attributes and purchasing intentions.