廣告重覆對多樣搜尋行為之影響

本研究的目的在於探討廣告重覆對多樣搜尋行為行為的影響。以實驗法蒐集驗證假設所需的資料，將自願參與實驗的120位大學生以隨機分派的方式，分配至四個實驗組合，藉由變異數分析來驗證各項研究假設。實證結果支持假設一與假設二，顯示廣告重覆會減弱受測者在品牌選擇時尋求多樣化的程度，並且改變廣告內容的重覆策略在減弱多樣搜尋程度的效果大於相同內容的重覆策略。本研究的結果擴展了多樣搜尋行為的知識領域，同時也建議行銷人員應了解消費者之多樣搜尋行為以及可以運用廣告重覆策略來影響多樣搜尋行為。

關鍵字

多樣搜尋；廣告重覆；消費者行為

並列摘要

The purpose of this study is to find the effect of the advertising repetition on the variety-seeking behavior of brand choice. The empirical data is collected by experimental design. 120 volunteers are assigned randomly to 4 experimental cells. The ANOVA is used for testing the hypotheses of this research. The results of this experiment show that the hypothesis 1 and hypothesis 2 are supported. It indicates that the advertising repetition decreases the degree of the variety-seeking. Meanwhile, the effect of the repetition of advertising variation is more significant than the repetition of the same advertising on variety-seeking behavior. This research expands the knowledge of the variety-seeking behavior of consumers. It suggests that the marketers should concern the variety-seeking behavior of consumers and use the proper advertising repetition strategies to influence the variety-seeking.

並列關鍵字

variety-seeking ； advertising repetition ； consumer behavior

參考文獻

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廣告重覆對多樣搜尋行為之影響

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