政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103079
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 112721/143689 (78%)
造访人次 : 49518536      在线人数 : 817
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103079


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/103079


    题名: 市場意見領袖特質與個人購物傾向對消費者選擇資訊與購買管道之影響－－比較網際網路、型錄、與零售商店
    其它题名: The Impact of Market Mavenism and Shopping Orientation on the Consumer`s Use of the Web, Catalogs and Retail Stores as Shopping and Buying Channels: A Causal Modeling Approach
    作者: 郭貞;李海容
    贡献者: 廣告系
    关键词: 市場意見領袖特質;購物傾向;消費者;購買管道;網際網路;型錄;零售商店;資訊管道
    日期: 1999-07
    上传时间: 2016-10-20 15:16:16 (UTC+8)
    摘要: 本研究經由網路線上調查訪問了999位美國網友，試圖從消費傾向、市場意見領袖特質、以及四個人口變項來檢視會影響他們選擇網路、型錄、與零售點作為商品資訊管道和購買通路的因素是什麼。從ANOVA與LISREL共變異量分析的結果顯示：具有高度市場意見領袖特質的受訪者確實會更積極運用三種管道來搜尋商品資訊，以及購買商品。注重便利性和喜歡貨比三家的受訪者經常上網路瀏覽商品資訊，而且前者也會在網路上購物。強調購物是誤樂以及注重先檢視後購買者則經常喜歡到零售店，比較少上網路。男性比女性更經常透過三種管道搜尋商品資訊和購物。年長者注重便利性，年輕人視購物為娛樂。代表社經地位的教育程度與個人收入也對受訪者的資訊與購買管道之選擇有明顯的影響。
    Through an online survey, information about 999 Internet users was collected and analyzed with a view to examining their channel selection behavior. Two path models were proposed and tested to examine the effects of the individual`s demographics, market mavenism and shopping orientation on their use of the Web, catalog, and retail stores as shopping and buying channels. ANOVA and LISREL covariance analysis were used in testing the hypotheses. Results from the analyses have indicated that market mavens were more likely to make use of multiple channels to acquire product information as well as to make purchases than non-mavens. Convenience-centered shoppers tended to favor the web, but recreational and cautious shoppers cared for retail stores and disfavored the web. In addition, some demographic factors also showed direct or indirect impacts on channel selection. Males were more likely to make use of all three channels than females to search for product information and to make purchases. Older respondents cared more for convenience, whereas, the younger ones looked for recreation in shopping. Respondents of a higher socio-economic standing, as indicated by a higher educational level and income, reported more information search and purchase on the web and on other channels.
    關聯: 廣告學研究, 13, 39-59
    The Journal of Advertising & Public Relations
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML2512检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈