Impact Study of Tea Beverage TV Advertising Upon Consumers' Purchasing Behavior
| Autor: | Lee, Kuei-Chiu, 李桂秋 |
|---|---|
| Rok vydání: | 1997 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 85 Impact Study of Tea Beverage TV Advertising Upon Consumers'' Purchasing Behavior Tea beverage has been the top beverage among six major beverages in Taiwan in recent years. Tea beverage firms has spent 56.69％of their promotion budget in TV advertising. Those firms earnestly want to know the TV advertising effects and consumer preference. This dissertation use the MEM Model to analyze the TV advertising cognition after the advertising stimulation, and then explore the advertising impacts upon the TV advertising attitude as well as the purchasing behavior.The research results of this empirical study are summarized as follows: 1、 Five empirical results concerning the antecedent variables of the MEM Model are listed as follows: (1) The tea beverage belongs to low involvement product. TV advertising is considered as the best promotion method. (2) All groups of consumers are generally regarding the personal achievement, good interpersonal relation- ship and self-respect as the most important personal values. (3) Consumer are not particularly interested in the innovative and specialized tea beverage products. The Lemon red tea, Lipton red tea and green tea are most popular products. (4) TV advertising for tea beverage provides the message that tea beverage is good for thirst-curing, nice to drink and benefiting the digestion. (5) " Sex appearance " is not a good theme for adver- tising. 2、 The topics, theme, actual benefits and consumer image delivered by the tea beverage TV advertising are consistent with the expectation of consumers (Ad match). 3、 Advertising cognitions are classified into following three dimension: activity, evaluation and potency. Moreover, Advertising promises are classified into following three dimension: sensual gratification, social approval and mixed approach avoid. Research result indicated that Ad cognition and Ad promise will influence the Ad match. In addition, Aad of consumer and the awareness of product attributes are also influenced according. 4、 This study finds that Ad cognitions can influence the brand cognitions. Aad has a strong relation with Ab, and Ab can directly influence consumer purchase intention. 5、 Excluding the consideration of the antecedent variables, then we can find that the MEM Model showing the comparative fit indices (CFI) superior to the models of DMH、ATH、RMH and IIH. 6、 Empirical results also demonstrated that the " experience attribute " is much more important than " search attribute " when new products are purc-hasing by various groups of tea beverage consumers. 7、 Health attributes of tea beverages (for instance kumquat lemon juice and barley drink ) are most valuable for college students. Product price is considered as second important factor, and product brands are regard as least importance. 8、 The MEM Model is very appropriate for analyzing the low involvement products. Furthermore, Those products with the highly sensitive Ad cognition are particularly suitable for the MEM Model. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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