傳統媒體行銷方式與新媒體行銷方式對購買意願之影響－以保養品為例

The influence of conventional media and new media marketing methods on purchase intention: Taking skin care products as an example

林品欣 ； 韓薏雯 ； 江姵臻

《圖文傳播藝術學報》 2022 (2022/04) Pp. 10-21

摘要

在新媒體的蓬勃發展之下，行銷方式有了更多新的選擇，然而目前關於其行銷效益方面的文獻並沒有具體提出哪種商品適合哪種行銷方式，因此我們決定就傳統媒體（報紙、電視、家外、廣播與雜誌）與目前主流新媒體（網路媒體）行銷方式對購買意願的影響進行探討。透過蒐集問卷的方式並以SPSS進行分析，了解到在不同行銷方式下，對於消費者訊息接收率的差異以及對於購買意願的相關影響。希望能透過本研究，提供相關商品在行銷方式選擇時的參考，並進一步幫助公司在行銷時對消費者更深入的了解。

關鍵字

行銷方式 ； 媒體 ； 保養品 ； 網際網路 ； 購買意願

並列摘要

With the vigorous development of new media, there are more new choices for marketing methods. However, we haven't found the research about the suitability between different kinds of products and the marketing methods. Therefore, we decided to use conventional media (newspapers, TV, Out-of-home advertising, radio, and magazines) and mainstream media (online media) as the main method to investigate the influence of marketing methods on purchase intentions. By collecting questionnaires and analysing them with SPSS, we can understand the difference in the reception rate of consumers' information and the related impact on purchase intention under different marketing methods. It is hoped that through this research, it can provide a reference for the selection of marketing methods for related products, and further help companies to have a deeper understanding of consumers during marketing.

並列關鍵字

Marketing Method ； Media ； Skin Care Products ； Internet ； Purchase Intention