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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/103245

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103245

Title:	年輕消費族群消費資訊傳散者之研究－－電視廣告資訊尋求模式
Other Titles:	The Information Search Behaviors of Young Consumers- from TV Advertising
Authors:	蔡美瑛
Keywords:	年輕消費族群;消費資訊傳散;電視廣告
Date:	1996-07
Issue Date:	2016-10-25 14:56:16 (UTC+8)
Abstract:	本研究整合了兩級傳播理論和創新傳佈說在一九八O年代以後新的思考方向，來探析年輕消費族群在消費方面的傳播行為－消費資訊尋苂，研究的媒介對象是電視廣告。研究中整合了「消費資訊傳散者傾向」（Market maven）、創新性認知型式，及消費事務涉入感、消費文化價值觀等四個取向，來建立整合性的理論模式，並進一步以LISREL統計軟體進行模式適合度的評估及因徑參數估測。This paper describes the application of an integrated model (measured by the Kirton adaptioninnovation inventory, personal in-volvement, market maven inventory, and culture value) in the expla-nation of consumers` information search behaviors. The finding supports that the integrated model is appropriate. And advertisement on Television are importatnt information sources for Market Mavens in young consumers.
Relation:	廣告學研究,8,67-102
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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