網路與傳統媒體行銷溝通效果之比較與綜效

A comparison of the marketing communication effect and synergy effect between Internet and traditional media

徐婉婷(Wan-Ting Hsu)

指導教授 ： 林心慧

國立臺中科技大學/商管學群/事業經營研究所/碩士(2006年)

摘要

隨著新興網路媒體的發展，網路媒體將成為頗具潛力之行銷溝通管道，意味傳統媒體的市場因網路的加入而有新的氣象。在實務上，企業已多元化的運用傳統與網路媒體在行銷溝通與推廣上，但是在學術上，缺乏一個有效的比較與整合，來探討媒體在行銷溝通上的個別效果與綜效。因此，本研究首先分別比較網路與傳統媒體在行銷溝通上的效果，並進一步探討多重媒體聯合在一起的綜效。
研究結果發現，(1)產品涉入程度與媒體類型的交互效果在行銷溝通效果上並無顯著差異。(2)產品涉入的高低的確會影響在行銷溝通上之效果。(3)單一媒體類型在情感回應和行為意圖回應有顯著影響，但在認知回應上無差異。(4)聯合體類型在情感回應上有顯著影響，但在認知回應和行為意圖回應上無顯著差異。(5)單一∕聯合媒體類型在認知回應、情感回應和行為意圖回應上都有顯著影響。
本研究價值，對消費者而言，透過不同媒體對感官的影響，來協助消費者學習並增進學習效果；對企業界而言，了解以何種媒體傳遞訊息給予消費者所產生之溝通效果較高，並進而提高隨之而來的銷售利益。

關鍵字

行銷溝通效果 ； 媒體特性 ； 產品涉入

並列摘要

Due to the Internet developing, it becomes more potential in marketing communication campaigns. Business has combined traditional media and the Internet in marketing communication campaigns, but little research has been done to assess the effectiveness of the Internet compared to traditional media. According to the background, this research goal is to explore the effect of single- and multiple-media campaigns in marketing communication using television, print media, and the Internet.
The results show that, (1) Product involvement and media type are interactive in marketing communication that the results are not significant. (2) Product involvement indeed influences the effect of marketing communication. (3) Affective and conative responses do significantly differ between the single-medium campaigns, but cognitive don’t. (4) Affective do significantly differ between the multiple-media campaigns, but cognitive and conative don’t. (5) Single-medium campaigns compared to multiple-media are significant in cognitive, affective and conative.
This research expects that different sensory of media can help consumer to learn and facilitate the effect of learning. It also expects that using different media can evoke more effect of communication and raise more benefit of sale further

並列關鍵字

Marketing communication effect ； Media properties ； Product involvement

參考文獻

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