產品資訊量與社群參考資訊類型對廣告理解與廣告效果影響之研究－超媒體電腦媒介環境為例

A Study on the Influence of Product's Information, Discussions of Virtual Community on Advertising Comprehension & Advertising Effect-in Hypermedia Computer Mediated Environment

蕭至惠(Chih-Hui Hsiao) ； 蔡進發(Chin-Fa Tsai) ； 凃亮有(Liang-You Tu)

《行銷評論》 8卷1期 (2011/03) Pp. 31-66

https://doi.org/10.29931/MR.201103.0002

摘要

本研究旨在探討超媒體電腦媒介環境中，購物網站產品資訊量與虛擬社群參考資訊類型，對消費者廣告理解與廣告效果的影響。研究進行是以2x3實驗室實驗法，輔以真實驗設計的方式，招募374名有效樣本進行研究。
研究結果發現：(1)有無虛擬社群討論內容對廣告理解與廣告效果的影響有明顯差異；(2)整體而言，在產品資訊寡的情況下，專業背景的社群討論心得比一般使用背景的社群討論心得，對提升消費者廣告理解與廣告態度的效果更好；(3)提供足夠產品資訊量的購物網站，比只提供不足產品資訊量的網站有更好的廣告理解與廣告效果；(4)提供足夠的產品資訊量時，社群討論心得的類型對廣告理解與廣告效果的影響差異將不明顯，但仍優於不提供社群討論心得的網站；(5)廣告理解與廣告態度間存在正向關係。

關鍵字

虛擬社群 ； 產品資訊量 ； 廣告理解 ； 廣告效果

並列摘要

This study attempted to discuss that when consumers shop in hypermedia computer-mediated environment (HCME), the product-information quantity & virtual-community information were taken as Independent variables, & how these two affect the consumers' advertisement-comprehension & advertisement-effect. The result shows that: 1. The influence on the advertisement-comprehension & advertisement-effect that the virtual-community information gives is significant. 2. As a whole, in the condition of providing less product information the information from specialist-background community has better influence on increasing advertisement-comprehension & advertisement-attitude than usual-background community. 3. The transactional website which provides enough product information has better influence on increasing advertisement-comprehension & advertisement-effect than the one which doesn't provides enough information. 4. When providing enough product information, the different influence of two type of virtual communities is not significant. 5. There is a positive relationship between advertisement-comprehension and advertisement-attitude.

並列關鍵字

virtual community ； product information quantity ； advertisement-comprehension ； advertisement-effect

參考文獻

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