高鐵旅客行為意向與媒體廣告之研究

Research on High Speed Rail Passengers Behavior Intentions and Media Advertisements

焦素羚(Su-Ling Chiao)

指導教授 ： 陳怡之

元智大學/管理學院/管理碩士在職專班/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00158

摘要

臺灣高鐵以載乘旅客為主，通車營運已滿六年，去年(101年) 12月中旬旅客載運人次已經突破兩億大關；由於臺灣高鐵對行車效率的高標準要求，使得高鐵成為南北往來重要交通工具之一；吸引廣大民眾的搭乘，所以只要有人便能產生聚眾的注目效果，就可創造廣告的行為，廣告是無所不在、無遠弗屆的，停留在車上、車站內無時無刻都有廣告可以傳達訊息的地方，由於媒體是企業的商品與消費者溝通的重要工具，因此引發這次研究的動機。
本論文研究在高鐵要如何做廣告？首要找到目標對象，從探討旅客輪廓、行為、媒體廣告效果，將廣告行銷給進出車站的移動者，找到旅客有效接觸點引發廣告產生興趣，進而引起一連串的廣告行為；旅客這樣的資訊提供給廣告主，並建議在高鐵要如何做廣告會更有效果，廣告主才會持續投放預算在高鐵媒體。
所以無論直接或間接從消費者對廣告認知、廣告態度再反應在需求行為上，因為廣告的高評價，高鐵廣告更貼近消費者，媒體價值才能提升。另一方面曾經在高鐵刊登過的廣告主，透過調查廣告主的滿意度，評估廣告投放後效益，提出建議給廣告主，總而言之擄獲消費者想要買的及廣告主想賣的，把兩者需求做到最大，創造有效的戶外廣告版位，高鐵媒體才能成為臺灣最重要戶外媒體。

關鍵字

行為意向 ； 廣告價值 ； 廣告主 ； 廣告態度 ； 廣告認知 ； 戶外媒體

並列摘要

Taiwan High Speed Rail, (abbreviated as THSR), the business focus of which is on passenger transportation, has already been in operation for over 6 years, carrying its 200 millionth passenger in mid December, 2012. As a result of its continuous pursuit of high transport efficiency standards, the THSR has become a vital means of travel between North and South Taiwan, attracting large numbers of people, thus generating eye-catching opportunities for advertisements. The opportunities for advertising messages are enormous both in the train and in the stations. Media is a crucial method of communication between corporations and consumers, which is the motive behind this research.
This research paper focuses on how THSR may create advertising prospects, which include finding the target for the advertisement, a discussion of the profiles and behaviors of travelers, the effect of media advertisements, selling advertisements to commuters and finding effective avenues of contact with commuters that can further trigger a string of more advertisements. The paper also discusses providing information as such about the travelers to the advertising clients, and making suggestions THSR on how to make advertising more powerful to keep advertising clients spending their budget on THSR media.
Regardless of the direct responses by consumers or the responses indirectly shown by consumers’ reaction to the advertisements, which is a reflection of their understanding of the advertisement, increasing the value of media is closely tied to a higher regard for the advertisement, for its closeness to the consumers. Suggestions have also been made to the advertising client based on the survey of client satisfaction and evaluation on subsequent benefits of advertising placements of the existing and former advertising clients. Maximizing the demand side of both the consumers and the advertising clients by understanding the needs of both parties and strengthening THSR media and creating an effective outdoor advertisement billboard are the keys to making THSR the most important outdoor media in Taiwan.

並列關鍵字

Behavior Intention ； Advertising value ； Advertiser ； Advertising attitude ； Advertising Cognition ； Outdoor media

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