消費者背景對線上廣告行為態度影響之研究

The Study of Consumers’ Behavior Towards Internet Advertising

賈羅(Mohammed Jallow)

指導教授 ： 蘇聖珠

健行科技大學/管理學院/經營管理研究所/碩士(2009年)

https://doi.org/10.6824/UCH.2009.00033

摘要

研究選擇了五個因素從電子銷售文學，有對消費者行為的作用給和替代因素做廣告以人口統計的可變物的互聯網的測試人口統計的可變物的作用對消費者行為往互聯網做廣告的。
使用對年齡、性別、對網上廣告的教育和收入五個人口統計的細節的查詢表包括的問題。另外，查詢表有對態度，信任，零售價悟性的問題，給公共事業做廣告和，政府規則。 研究包括與證明教育水平消費者人口統計的細節的統計意義scheffe試驗的統計單程ANOVA，與影響消費者的行為往互聯網做廣告的所有五個因素。 這一個方式ANOVA包括標準偏差和顯著性水平說明性統計資料。
研究替代最後結束了其中每一的重大水平人口統計的可變物，並且替換重大價值成水平與scheffe測試的顯著性水平。 研究選擇了scheffe測試的顯著性水平少於0.05作為足夠重大為分析並且去掉從結果的一個scheffe假說。當假設顯示有對影響消費者的行為往互聯網做廣告的其中每一個的作用因素研究也包括檢驗與空和假設的假設和消費者教育水平。

關鍵字

電子銷售 ； 消費者行為 ； 網上廣告

並列摘要

The study selected five factors from the electronic marketing literature, which have effects on the behavior of consumers towards internet advertising and substituting the factors with demographic variables to test the effects of the demographic variables on the behavior of consumers towards internet advertising.
Using a questionnaire consisting of questions on five demographic details of age, gender, education, exposure to online advertising, and income. In addition to that, the questionnaire had questions on attitudes, trust, consumer price perceptions, advertising utility and, government regulations. The research included a statistical one-way ANOVA with scheffe test showing statistical significance of consumer demographic detail of level of education, with all of the five factors affecting the behavior of consumers towards internet advertising. The one way ANOVA included descriptive statistics of mean, standard deviation, and significance levels.
The study finally concluded on substituting the significant levels of each of the demographic variables, and replacing the significant values levels with the p-value. The study selected p-values of less than 0.05 as significant enough for analysis and drew out one hypotheses based on the p-values. The study also included testing the hypothesis with the null and alternative hypothesis, and consumer level of education as the alternative hypothesis was shown to have effects on each of the factors affecting the behavior of consumers towards internet advertising.

並列關鍵字

Electronic marketing ； Consumers Behavior ； Online Advertisements

參考文獻

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